West Bromich Albion to introduce Q App mobile ordering service for stadium food and drink

West Bromwich Albion is the first Barclays Premier League club to introduce Q App

West Bromwich Albion Football Club has become the first Barclays Premier League club to trial mobile ordering platform Q App, enabling fans to place orders and make purchases within the stadium straight from their mobile phone.

Launching inside the East Stand at the Liverpool home game on Sunday 2 February, the introduction of the app will allow West Bromwich Albion fans to simplify the entire ordering process of snacks and drinks within The Hawthorns stadium, as well as negating the need to carry cash or credits cards at games and cutting down on queues.

App users will be able to manage their entire order from their handset both before and during the match, staff working at the bars and kiosks will be able to view the orders and pre-prepare them ready for collection at a chosen time and location. Payments are taken securely via the customer’s credit card at the time of ordering, speeding up the collection process and removing the possibly of fraud or venues having to foot the cost of non-collected items.

“Enhancing our supporters’ match-day experience is of paramount importance and improving the efficiency of our catering processes is a key part of that. Q App ticks both boxes and will hopefully provide us with an innovative solution to the issue of serving such large numbers of fans in short periods of time,” said Albion’s sales and marketing director, Adrian Wright.

Q App CEO, Serge Taborin, added: “We look forward to working with West Bromwich Albion to enhance the in-stadium experience for their fans. We have also had a lot of interest from bars and pubs around the Hawthorns ground, as they look to benefit from thousands of fans with Q App on their phones seeking to have pre- or post-match food and drink in the area.”

Following the initial launch in the East Stand, if successful, Q App ordering capabilities will roll out to the rest of The Hawthorns stadium.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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