Snackr: In-seat delivery for Australian stadiums

Liam Watson

The last thing you’d want is to miss the action. You head to the nearest vendor, only to hear the crowd roar as a big moment you’ve missed passes you by. Those days are now gone, with the inclusion of Snackr at your next sporting event. 

Established only a couple of years ago, Snackr is a food and beverage ordering app which has been created so spectators can remain in their seat while items come straight to them. 

The Snackr App, available on iOS and Android, allows fans to browse through onsite vendors and adds convenience to matchday with cashless and cardless transactions that skips all the queues. 

Snackr is a valuable solution for venues, who are committed to improving the spectator experience while addressing any logistical challenges for in-seat delivery with stadiums and events holding different requirements. They are part of Snackr’s six key values: 

  1. Enhance the spectator experience – Give spectators the option to order food and beverages from their seat for delivery or collection.

    All vendors at the venue can be accessed on the app so you can order food and drinks quicker without having to leave your seat. It adds the convenience of skipping those long queues and potentially missing out on key moments.
  2. Drive revenue – Increasing sales by adding more convenience through in-app ordering. Queues are reduced, more spend-per-head is achieved and unlocks sales opportunities by smoothing the demand profile over an event.
  3. Unlock marketing opportunities – Leverage marketing opportunities through push notifications, suggested add-ons and strategic product placement.
  4. Gain insight – Know more about customer behaviour using real stats, specific to your venue. Time-based operational data and dashboard analytics are included. 
  5. Go cashless and cardless – Secure payments can be made through the app which increases service speed, reduces hygiene issues and modernises the revenue stream. 
  6. Drive operating efficiencies – Unlock staffing and inventory management efficiencies by better understanding events in real time.  

Similar to popular food delivery apps such as Uber Eats, Snackr allows spectators to insert their location that will identify onsite vendors nearby and then payments can be made directly through the app.  

They will then get a notification to meet the runner with the food and/or drink at the end of the seating row for efficient delivery and collection. Click and collect will also be an option for users where Snackr can implement collection points. 

For customers, they can also receive suggested add ons and promotions, as Snackr continues to develop exciting ways to build on fan engagement. Their platform can be used to generate more sales with fans able to bundle orders from multiple nearby vendors and push complementary items. Targeted providers can also drive sales for specific products. 

Promotions and discounts for food and drinks can help push sales further. This offers some exciting opportunities to reach further than before.
Individual pricing can be set where customers can pick and choose exactly what they want in a easy-to-use experience similar to Uber Eats.

Promotional discounts can be incorporated during the event to encourage sales, as well as dynamic pricing – the reduction of prices through typically quiet periods can incentivise sales for venues that wouldn’t take place before. 

Working closely with operational teams, Snackr has developed a convenient and revenue-driven in-seat ordering system that is available for a wide range of venues.

Snackr’s ongoing communication between a venue and its team including the General Manager all the way down to the chefs means the software to be utilised will work best for them.

All venues are different with unique dimensions and capacity so Snackr endeavours to be adaptable when it comes to implementing a suitable program for the event. Given the current circumstances of COVID-19, they also ensure that all local government rules and obligations are met at all times.

“If our product would be valuable to you and your stadium then it would be great for you to reach out to let us know we’re on the right track,” Snackr CEO Matthew Lim said to Soccerscene. 

“Essentially the focus of what we’re trying to do is tackle a lot of the logistical solutions for companies using in-seat delivery. 

“It’s not just a case of here’s your software and it will work for you, it’s more about consulting with us and making sure that the products are useful and valuable. 

“We would love if you reach out to us and have that initial chat just to see if what we’re doing would be useful to you, for any live sport events including soccer.”

You can get in touch with Matthew Lim via mlim@snackr.com.au

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Borussia Dortmund & Vodafone launch ‘Fan Mode’ to keep supporter attention on the pitch

Staff Writer
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Borussia Dortmund have launched ‘Fan Mode’, a new initiative aimed to incentivise supporters to put their phones away and live in the moment while supporting their side at home matches.

Dortmund have paired with club sponsor Vodafone, with the program in use from Saturday’s 1-0 win over Eintracht Frankfurt.

Under the initiative, fans can activate ‘Fan Mode’ within the Borussia Dortmund app – in a manner similar to flight mode – before locking their phone as the action kicks off. From there, time spent inactive on their phone during play equates to points, which in turn sees fans in the running for prizes – including autographed jerseys and fan shop gift cards.

‘With Vodaphone, we have a partner who not only understands what technology is capable of, but also when it should take a back seat,’ said Dortmund CEO Carsten Cramer.

‘Here, a global technology company is specifically using its innovative strength to protect the experience that no technology can replace.

‘Fan Mode sends a powerful message. Over 81,000 people in the stadium, singing, cheering, and holding their breath together: this here and now is irreplaceable.’

The move comes following a 2023 survey conducted by Vodafone themselves, which showed 63 percent of general football fans regularly use their smartphones during matches but simultaneously, listed an increase in social media, selfies and streaming at the football as an annoyance.

‘Anyone at a soccer game should experience the moment and the emotions – not just a cell phone screen,’ said Marcel de Groot, CEO of Vodafone Germany.

‘Let’s leave our smartphones in our pockets more often at the stadium and instead focus on what’s happening on the field and in the stands.’

Partaking in the initiative is completely voluntary, as is the claiming of any points or prizes.

Dortmund, managed by Niko Kovac and currently second on the Bundesliga table, led the Bundesliga’s average attendance for season 2025/26 with just under 80,000.

Their ‘Yellow Wall’ – the supporters in the Südtribüne, or South End of Westfalenstadion (known commercially as Signal Iduna Park) – are widely considered among one of the iconic sights of global football fandom.

What is an A-League licence actually worth?

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South Melbourne’s push to enter the A-League has reopened an old debate about who gets to play at the top level of Australian football. Beneath the arguments about history, identity and sporting merit sits a more consequential business question: what should a place in the competition actually cost?

Following its Australia Cup triumph, the debate and discussion around South Melbourne’s bid to enter the A-League has reignited. Co-president Bill Papastergiadis has indicated the club is open to discussing a licence fee, while arguing it does not need an equity stake in the Australian Professional Leagues (APL).

The question is whether entry to the A-League should be treated purely as a commercial asset to be purchased, or whether it should also provide a pathway for clubs capable of bringing genuine value to the competition.

The Price of Admission

A licence offers access to a national platform, broadcast exposure, sponsorship opportunities and the country’s highest domestic competition. The APL is entitled to protect that value and ensure any new entrant has the financial resources, infrastructure and governance to sustain a professional operation.

South Melbourne should not receive a free pass because of its history, supporter base or Australia Cup success. Winning a knockout competition is not the same as demonstrating the capacity to operate a professional club across an entire season.

But a licence fee should not become a barrier that protects the competition’s existing membership at the expense of its future.

There is also a risk that licence fees become little more than short-term sugar hits for the competition, delivering an immediate injection of cash without addressing the longer-term challenge of building sustainable clubs, growing audiences and increasing recurring commercial revenue.

Assessing the Value of Established Clubs

South Melbourne is not starting from scratch. It has an established supporter base, a home at Lakeside Stadium and a storied history in Australian football. Its profile and recent success give the APL a tangible proposition to assess, rather than a business plan built entirely around projected growth.

Nor is South Melbourne necessarily alone. Other established Australian clubs may have the supporters, facilities, community connections and ambition to make a credible case for joining the professional ranks. Not all would be ready, and maybe not all would strengthen the A-League. But that is precisely why the league needs clear, consistent criteria to assess potential entrants on their financial capacity, infrastructure and commercial potential as well as what they could contribute to the competition.

That contribution should count. New audiences, local rivalries, sponsor appeal and stronger connections between community and professional football all have value. An established club may offer a different proposition from launching a new team and trying to build a supporter base from the ground up.

There are, of course, significant costs involved. South Melbourne would need to demonstrate how it could fund professional men’s and women’s programs, generate sustainable revenue and protect its existing operations. A licence fee must be considered alongside the rights, obligations, access to central revenue and commercial opportunities that come with entry. The price cannot sensibly be separated from what a club receives in return.

The Promotion and Relegation Question

This is also where the debate connects to the lack of promotion and relegation. If the system is considered financially unviable under the A-League’s current structure, clubs and supporters deserve a clear explanation. What are the specific financial, stadium, broadcast or governance barriers? What would need to change to make it possible? It is simply down to the licence fees that have already been paid by the existing A-League clubs?

Promotion and relegation is clearly not an immediate or realistic solution, and introducing it would not automatically create a healthier competition and ecosystem. But if it remains off the table, Australian football needs to offer ambitious clubs something more tangible than an uncertain promise of expansion.

Providing a Clear Pathway

A transparent licensing process, published entry criteria and a clear explanation of what clubs must demonstrate would at least provide a pathway to work towards. Clubs investing in players, facilities and academies need to understand what it takes to reach the top. Supporters deserve to know how their clubs can progress, too.

The A-League needs entrants capable of surviving and investing for the long term. It also needs to recognise the value that established clubs can bring. If the price of entry is focused primarily on extracting the largest possible payment, the league risks overlooking opportunities to grow its audiences, strengthen rivalries and deepen its connection with Australian football.

South Melbourne’s bid is an opportunity to test that balance. The question is not whether the club should simply be handed a place in the A-League, but whether Australian football can develop a licensing model that rewards financial responsibility while recognising the value of clubs that have already built something worth bringing to the national stage.

It seems a licence must have a price. But if the A-League wants to grow sustainably, it must also explain what that price is designed to achieve and provide a clearer answer to clubs and supporters asking how the pathway to the top is meant to work.

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