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Carson Goodale’s FanFood App Delivers On-demand Concessions

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No matter how riveting a game is or legendary a concert might be, there’s one thing that can pull fans out of the experience: waiting in concession lines. You could be stuck waiting for a hot dog when Anthony Rizzo hits a homerun or missing out on your favorite song for want of a beer.

FanFood is hoping to keep audience members from missing their favorite moments with its on-demand concession delivery app.

Bunker Labs Stories | Carson Goodale

The Inspiration for Fanfood

It was halftime when, Army reservist, Carson Goodale took his place in the concession stand line at a Dallas Cowboys game a few years back, and when he did he had no idea how long it would take before he saw another snap.

“I missed almost the entire third quarter waiting in line,” says Goodale, echoing a frustration many fans have about the amount of time they waste missing their favorite sporting events just to get a hot dog and a beer.

So Goodale, started thinking about what he could do to improve the situation and the result was FanFood, a free mobile app that fans can use to order food and drinks directly from their stadium or arena seats.

How FanFood Works

“At a live event, going to get concessions can take 20 or 30 minutes, so you’re missing a lot of what you paid to see,” Goodale said. “No one likes waiting in line, and we’re all used to get a hotel, taxi or food delivered using our phone. I think in four to five years every stadium will have concession delivery apps. We want FanFood to be the first one to do it right.”

FanFood users download the app, select the concessions they want from a participating venue, and choose if they want to pick up their order or have it delivered to their seat. They then receive a notification when the food is being delivered or is ready to be picked up.

FanFood’s app launched in September 2016. While there are similar apps on the market, many involve expensive infrastructure upgrades and additional costs for the venues involved. Goodale believes that FanFood will win out over competition by keeping costs low and utilizing existing wifi at venues.

The Future of FanFood

“I’d love for us to be the Uber or Lyft of mobile concessions apps,” Goodale said. “Our intent is to scale quickly and prove that we bring value from concession delivery. In four to five years, I imagine there will be two or three major players in the market, and I’d love to position FanFood as one of them.”

More than $15 billion was spent in the United States last year on food and drink at stadium and arena concession stands, and the Midwest is home to more than 600 of those venues. While the app is free, the company will make its profit by taking a cut based on the total revenue generated by orders placed with Fan Food during a game. But Goodale’s research suggests a venue where fans can use Fan Food will see an increase in concession sales anywhere from 10 percent to 50 percent, so the additional revenue will more than outweigh the cost and concession operators will find it worthwhile to provide the service.