Emerging Tech, Data & Media

Vancouver Whitecaps tuck in with at-seat ordering tech

MLS club’s BC Place stadium partners with Ready amenity innovation.

by Nick Friend

Vancouver Whitecaps tuck in with at-seat ordering tech

BC Place, the home stadium of Major League Soccer’s (MLS) Vancouver Whitecaps, has become the first venue in North America to possess an app-free in-seat ordering facility.

The venue has partnered with order-processing technology company Ready and solution provider Bypass to allow spectators able to order food and beverages from their seats, without having to download or register on a mobile app. Instead, fans scan a unique QR code on the armrest of their seat with their phones in order to locate the order’s destination, before the customer is taken directly to the menu.

The user then places their order on their phone and pays via the technology with the assistance of Bypass, which provides the point-of-sale (POS) aspect of the rollout. The selection is then delivered directly to the seat.

The technology has been introduced in 1,300 seats of the stadium’s premium club section, adding to the 258 seats that had initially been in place as part of a pilot scheme for the product.

Laurent May, head of Ready, said: “Ready's digital to physical commerce platform is enabling new customer experiences that were not possible before. Following the success of the initial trial, we are now looking ahead to create further innovation with Bypass and greater value for BC Place and its guests.”

Milad Sakiani, director of technology for BC Place, added: “Bypass and Ready were able to take a great idea and execute it seamlessly, producing an exceptional in-stadium experience for our guests. We are very excited to offer this industry-leading service at BC Place.”