Amadeus has developed a concept that dispenses alcoholic beverages quickly to consumers in high footfall areas, reducing wait time and increasing service efficiency. The dispenser has resulted in £34.6k additional revenue across seven Take That concerts in May.
Initially, the concept was created to dispense Stella beer, known as the ‘Beer Bug’, but has been expanded to help appeal to a female market at busy concerts and broaden choices for alcoholic beverages at summer events. Amadeus developed the ‘Beer Bug’ concept to include a ‘Fruit Bug’ serving Pimms and a ‘Fizzy Bug’ serving Prosecco.
Marc Frankl, food and beverage director at Amadeus, said: “We're delighted with the success of the Beverage Bugs, as not only did they deliver incremental revenue but they delivered excellent customer service too, serving people quickly and efficiently to minimise queue times.
"They are a fantastic addition to our permanent food and drink kiosks and contributed to record-breaking sales of over £690K. We're looking forward to rolling out the concept across our other venues that host high-footfall events, as well as licensing the concept to third parties."
During the Take That concerts, held at the NEC’s Genting Arena, the ‘Fizzy Bug’ topped the sales charts, with over 1,600 glasses of Prosecco dispensed, followed by over 1,200 glasses of Stella and 1,187 glasses of Pimms.
Amadeus are now considering other high volume opportunities in which the fizzy, beer and fruit bugs would make an impact to customer service and sales revenue as part of their aggressive on-going growth strategy.