Contract caterer Amadeus has introduced a contactless only policy at the Genting Arena in Birmingham, making it the first UK arena to go cashless across its food and beverage concessions.
Trialled at the venue on the NEC site in May 2017, the arena officially went cashless across F&B in November 2017 in a bid to increase speed of service.
There’s no cash in any of the tills on F&B concessions, encouraging customers to pay by card. One mobile POS cash till per concession is in reserve in case a card payment isn’t possible.
Prior to the initiative, 70% of F&B transactions were being paid for in cash. Since November 2017, this has reduced to just 20%, with 80% of transactions being made on card.
According to Amadeus, staff have saved an average of 30 minutes cashing up at the end of each event – the equivalent of £8,500 a year – and in turn banking costs have been reduced.
Annie Monnox, general manager for Amadeus at the Genting Arena, said: “At a typical event at the Genting Arena, Amadeus serves up to 15,000 customers in a 90-120-minute window before the main act – so we need to make sure we are doing everything possible to ensure efficient and quick service.
“Considering the fact that the majority of customers spend less than £30 on food and beverage at a show, we saw the potential benefits of getting more customers to pay by card – in particular, by using contactless technology – as opposed to cash. The results have been phenomenal and customers have really embraced the change.”
Amadeus’ portfolio includes the NEC Group venues (the NEC, ICC, Genting Arena, Arena Birmingham and Vox Conference Centre), the Scottish Open, Cadbury World, Dudley Zoo, Stoneleigh Abbey and Library of Birmingham.
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