Renu Sunak, Business Development Manager at Wine Innovations, spoke to us about the latest trends and developments in sports venue catering, offering us an insight into how her company’s single-serve wine glass can help stadium caterers boost both profits and efficiency.
Tell me what Intrepid Fox is all about
The idea behind Intrepid Fox is really quite simple: wine to go! It’s made for people who want to enjoy a glass of wine wherever they are, from a fully recyclable PET glass that looks and feels like the real thing. It’s perfect for all sorts of indoor and outdoor venues where you may not want to use real glass, as well as for transport catering and convenience retail.
How does Intrepid Fox fit in with football and rugby stadiums?
It’s a perfect match really. Obviously, caterers operating at a sports stadium can’t use real glass when serving drinks, so they need to use plastic. However, plastic cups aren’t particularly nice to drink from, especially if you’re drinking wine. People today are generally quite discerning customers, and rightly so; they don’t want to drink quality wine from a flimsy plastic cup. That’s where we come in.
Our Intrepid Fox “glasses” look and feel just like a traditional wine glass, but they are made from shatterproof PET plastic, meaning that they can be sold in areas where glass is prohibited. Customers get the experience of a proper wine glass without the safety risks.
Not only that, but they can also carry several glasses of Intrepid Fox at any one time without the risk of spilling. This is an important benefit when you’re trying to get away from a very busy bar.
I can see the benefit for the customers, but what do the caterers get out of it?
The main benefit for caterers beyond enhancing customer experience is the speed at which Intrepid Fox can be served. The “all-in-one” nature of the product means that catering staff can serve several units in a matter of seconds. This is substantially quicker than serving wine from a bottle into a plastic cup or tumbler. Faster rate of sale means greater revenue.
This is particularly important for caterers operating at high traffic venues, such as football and rugby stadiums, where there is often a short space of time, say, during half-time or pre-kick-off, when several thousand people rush to the bar. At these times, caterers can’t serve drinks fast enough to meet demand; the main limit on revenue is therefore service speed.
Is there a significant market for wine at sporting events?
The football stadiums that stock our product have reported some impressive sales figures over the last year, many of which were given an extra boost by promotional offers such as meal and multi-purchase deals.
However, football games aren’t the only market that stadium caterers are exposed to. Many football and rugby stadiums around the UK also host events like live concerts and shows where the market for wine is, as you would probably expect, very large.
At these concerts, caterers find themselves in the exact same situation as they would were they operating at a football game; lots of customers all wanting to be served in a very short space of time.
Being able to serve several units of wine in a few seconds without any spills or breakages can make a massive difference in this context.