From in-seat delivery to premium suite services, here’s how the Trash Pandas rocketed their F&B revenue with FanFood.

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About the Trash Pandas

The Minor League Baseball team is the Double-A affiliate of the Los Angeles Angels, and plays their home games at the Toyota Field — one of the newest venues in MiLB. Opening the 2021 season with a 100% cashless initiative in place, the 7,000-seat facility allows fans to experience easy and contact-free food and drink ordering through FanFood’s online ordering platform.

The Challenge: Establishing a Venue-Wide Digital Ordering Ecosystem

From delivering to fans field-side to serving guests in the upper deck suites, there are many facets to Toyota Field’s food and beverage operation. Before moving to this new venue, the Trash Pandas’ F&B ordering and fulfillment process entailed strenuous, time-consuming tasks.

  • Suites managers had to complete full banquet event orders for suites parties, requiring lengthy correspondence with both the customer and the suite kitchen.
  • It was difficult to predict labor and inventory needs on a game-by-game basis without knowing the demands ahead of time.
  • Long lines at the concession stands deterred both fans and suite guests from placing orders during the game.

To create a more convenient ordering experience for guests and less stress for the staff the Trash Pandas partnered with FanFood to craft their tailored, venue-wide mobile ordering and payment solution.

Taylor Michelena, Suites & Catering Manager, Rocket City Trash Pandas
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“Before FanFood, we had to build banquet event orders, plus follow up constantly for payments and invoicing. FanFood takes all of that off my plate.”

Taylor Michelena, Suites & Catering Manager

Simplifying How Suites Meal Packages Are Booked

Trash Pandas suite pre-order view meal packages

Suite holders can access the online ordering portal via a URL link, with pre-selected date and suite number.

Trash Pandas suite pre-order package details

They can add items to the cart, adjust quantities, and add special instructions if necessary.

Trash Pandas suite pre-order checkout page

Suite holders can directly pay online, and add a tip upon checkout.

For 2021, FanFood’s online pre-ordering Portal is the primary way for Trash Pandas suite holders to book meal packages. Through a single email link, suite holders can browse meal packages and view photos of their options, learn about specific package offerings, and complete their purchase via secure checkout.

“FanFood makes it easy for us to manage meal package orders,” Taylor said. “Suites owners can pay ahead of time for their guests, and the Pre-order Portal takes worrying about their menus and if they’ve been billed entirely off my plate.”

Trash Pandas premium suite meal booking process on FanFood

Additional Suites Revenue with Game Day Ordering

For Taylor, the ability to accept game day orders at the suites level has been the most impactful addition FanFood has brought to their venue. In fact, FanFood opened an entirely new revenue stream for them.

“Before FanFood, we had no game day F&B service. Guests had to walk down to the concession stand and bring their order back up,” Taylor said.

With mobile ordering for game day suites F&B, Taylor’s team is driving larger average orders throughout the game. From their opening homestand to their fourth, the Trash Pandas’ average order value has grown by +8.5%, steadily, indicating that groups are ordering more at once.

“Listing menu options with greater quantities has made it easy for us to bring in more revenue, since we have packages built to serve minimums of six, eight or twelve guests,” Taylor said.

Thriving Operationally With Venue-wide Concessions Delivery

New to the Trash Pandas’ game day experience this season is in-seat concessions delivery Fans seated in box and reserved sections throughout the venue can order food and drinks to be brought to them, right from their phone.

Delivery on FanFood at Rocket City Trash Pandas

Fans scan a seatback QR code to select their seating location, browse the full concessions menu, and pay on their phone via secure checkout. Orders are routed to the kitchen and printed automatically. The FanFood Delivery App enables staff to view exactly what items are included in the order, where the delivery location is, and if the customer made any special requests. Fans track their order’s status right from their smartphone.

“We have heard very good feedback from our fans around in-app order tracking. It carries a similar look to that of Domino’s online ordering or other restaurants, and that familiarity resonates with our fans when ordering for delivery at the game.”

Operationally, the Trash Pandas need only one dedicated staff member to run orders to different seats. The Trash Pandas’ average tip rate exceeds +11% of the base order value, providing extra income that goes back to their staff.

Greater Control Over All Things F&B

With FanFood, the Trash Pandas have benefitted from the platform’s menu customizability. Real time edits enable their team to keep their products in check and maximize guest satisfaction. 

Ahead of game day, FanFood’s pre-ordering portal allows Taylor and her team to better predict the amount of staff and inventory they’ll need. On the inventory side, the Trash Pandas have saved money with the ability to toggle on only the items they have, versus maintaining a static PDF.

“What I really like about it is I can easily edit the menus and add more things. We have a pretty large menu, so the ability to toggle items depending on our inventory makes it easier to control the way the game is going,” said Taylor.

Set order limit on FanFood

For example, you can set an order cap per 15 minutes to control the inflow of orders.

“Everybody who has a concession stand, even if you are vaguely interested, you need to get hold of FanFood.”

Jeff Harrington, Boster Club President, Owasso Highschool

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“I can't imagine any venue where there are people gathering, not to have FanFood.”

Jon Pickel, Owner + Operator of Tower Drive-In Theater

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“The fans thought this is the greatest thing in the world — that they don't have to get out of their seats and wait in the concession lines.”

Dave Levey, Director of Food & Beverage, Durham Bulls Athletic Park

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“If you don't want big lines or people congregating, mobile ordering is like gold.”

Eddie Mahoney, Manager of Rizzo’s B&I

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“Concession stands are our biggest fundraiser of the year...and FanFood has made it very easy for fans to spend money throughout the game.”

Booster Club Co-Chairs, Vandergrift High School

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“We have a lot of repeat customers...when a fan sees how easy it is to order food on the FanFood app, they will come back and repeat the process.”

Mary Laci Motley, FanFood Runner/Student Entrepreneur UNC Chapel Hill

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