San Francisco Giants Enable On-Site Ordering with Oracle Point-of-Sale Technology
- Oracle and the Giants have been partners for 15 years
- Ballpark was renamed Oracle Park in 2019
- The giants want to introduce self-service kiosks in the coming years
The San Francisco Giants have expanded their longstanding partnership with enterprise technology company Oracle to include point-of-sale (POS) systems that will allow fans to order food and drink from their seats and provide to the real-time data club to inform its restoration strategy.
Concession stands are an important part of the Major League Baseball (MLB) experience, with the Giants’ Oracle Park famous for its garlic fries, crab sandwiches, local beer and, more recently, its vegetarian and vegan alternatives.
Dining options help bring fans through doors and significantly increase game-day revenue, so anything that can streamline the process can impact Giants bottom line.
Oracle’s MICROS Simphony Cloud POS will speed up orders both at the stand and via mobile app, meaning fans are spending more time watching the game than queuing. This should boost satisfaction and increase order volume.
Going forward, the plan is to go even further by offering self-service kiosks and take-out payment options.
“From the delicious Crazy Crab Sandwich to our Gilroy Garlic Fries, Oracle Park is well known for its world-class food and beverage program,” said Bill Schlough, Chief Information Officer, San Francisco Giants. “Oracle will help us make it faster and easier than ever for fans to take advantage of our unique offerings while improving our operational efficiency, better managing inventory and reducing costs.”
Behind the scenes, the platform provides the MLB club with real-time analytics data that can help staff react to restaurant trends during a game or inform long-term planning decisions.
For example, if an item is sold out, digital signage and the on-site mobile app are automatically updated, while if there is a surplus of another product, staff can run an in-game promotion to reduce wastage.
Longer term, the data will also provide insights into how and what fans order, informing retail and engagement strategies.
“Maintaining agility in the face of tumultuous market conditions and ever-changing fan expectations is essential for stadium operators,” said Simon de Montfort Walker, general manager of Oracle’s food and beverage business.
“Oracle’s transaction platform helps venues serve fans faster, arms staff with intuitive technology, and automates commerce operations. Through him, Oracle Park can help ensure that its fan experience and business performance remain among the best in MLB. »
The two organizations have worked together for more than 15 years, with Oracle securing the naming rights to the Giants baseball stadium in 2019. As part of the expanded relationship, the Giants also migrated their disaster recovery system from Amazon Web Services (AWS) to Oracle’s cloud infrastructure, which means valuable video data used for training, analysis, and scouting is kept safe.