Simulation as a Tool for Optimizing Concessions and Merchandising

According to Oracle research (2022), event attendees could spend 42% more on food and beverage if lines were cut in half. TruVenue from InControl can help close this lost revenue gap and increase returns through streamlined operations.

One of TruVenue‘s biggest assets is optimizing flow on both sides of the concession counter. By modeling a kitchen that optimizes efficiency for the staff working inside the space, it is possible to increase the speed at which food makes its way from creation to consumption. When equipment needs to be replaced or moved, testing the layout in TruVenue prior to installation can save time and money by testing production efficiency.

On the other side of the counter, a queue design that effectively moves patrons to a concession stand while minimizing congestion on the concourse improves the customer experience. 65% of sporting event attendees say food and beverage is an “impulse” purchase. Seeing a line that moves efficiently encourages patrons to join the line and spend more money.

From the merchandise standpoint, the concept is the same. TruVenue is an important tool in merchandise stand placement, considering flow count and functionality while minimizing the negative impact on pedestrian circulation. By testing different placements in simulation, event planners can improve customer satisfaction and safety within the concourse or around the adjacent area during busy concerts and children’s events.

TruVenue provides an opportunity to model queuing lanes utilizing various barrier systems, from bike racks to stanchions. This aids in preparing well-organized queuing inside and outside venues for permanent and temporary vendors.