Arenas and soccer stadiums are exciting locations that many people associate with special experiences and smells, tastes and feelings. New: MonsterSlush!
Together with Aramark, we have realized two exciting projects: The Volksparkstadion in Hamburg and the Merkur-Spiel-Arena in Düsseldorf. Unique arenas that are known for their concerts and major events, but also for one thing above all: top-class soccer.
With an average attendance of 32,981 spectators per match, the Bundesliga 2 is stronger than few other second leagues in Europe. At the same time, soccer remains the most popular sport in Germany, among children and young people as well as adults.
Arena operators are under a lot of pressure due to the high number of spectators and the very occasional rush during the games, and the introduction of innovative products is always tied to various factors. We at MonsterSlush were able to convince with various aspects during the introduction of Slush in the arenas:
During discussions with the managers at our long-standing partner Aramark, we developed individual concepts for the precise and efficient use of the slush machines, even at peak times. The concepts are specially tailored to the high demands of major events and soccer matches - so that sales can be made continuously and turnover can be maximized.
In the projects with the Merkur-Spiel-Arena and the Volksparkstadion Hamburg, only a few days passed between initial discussions and actual implementation. As our products are always in stock, we were able to react quickly to individual requirements and deliver machines and slush to the arenas within a very short time. Just in time for the next event. Slush machines and more Accessories are always immediately available for subsequent deliveries.
Time and money play a major role in the competitive event business. Slush as a product convinces with higher margins compared to impulse ice cream or other products. A margin of approx. 80-90% can be achieved per cup - with low personnel costs and good planning capability, making the product a profitable addition to the catering portfolio.
A comprehensive briefing on the slush machines and the product prepared the staff in the best possible way for the rush on the day of the event. And even after the first installation, we remain available - for questions and concerns of all those involved in the arenas.
A first conclusion
There were already long queues in front of the slush machines at the first two events in the Merkur-Spiel-Arena. The slush machine exclusively for Slush ice The kiosk behind the family block was operated by just two employees. They were able to cope with the rush during the international match, which was sold out with almost 50,000 spectators, without any additional support, as they were comprehensively trained and operated the machines optimally. This meant that an attractive additional turnover could be achieved with minimal personnel costs, as there are no comparable products to slush. The customer structure was also diverse - not only children, but also young people and adults in particular reached for the slush ice as a welcome refreshment. Due to the higher indoor temperatures at events, slush ice remains a tasty alternative for refreshment even when the outdoor temperatures start to fall.
Despite colder weather conditions, slush ice remains an attractive product for arenas and stadiums - primarily due to its versatility. By using it in VIP areas and boxes, attractive additional offers can be realized with a low cost of goods. The slush machine itself also offers a wide range of options for other products. In addition to classic slush ice for large and small customers Frozen cocktails, frozen yogurt and frozen cappuccino attractive sales growth.
If winter temperatures are still an obstacle, MonsterSlush is the strong partner at your side: By finding individual solutions, optimal conditions are created for your business - Curious? Our team will be happy to answer your questions at any time!
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