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

Scott Miller: From coaching to spearheading Gen AI sports technology at iReel

Liam Watson
Images provided by Scott Miller

Following a distinguished coaching career that included reaching the heights of the Premier League, Scott Miller is now embracing the next chapter of his professional journey.

No stranger to Australian football, Miller was Head Coach of the Newcastle Jets Men’s team and as an assistant coach for the Socceroos leading up to the 2014 World Cup. With extensive international experience from his time at Fulham FC, where he witnessed everything coaching had to offer, Miller decided in 2023 that a new direction was needed.

Now, as the Chief Commercial Officer at iReel, a Gen AI sports technology company, Miller combines his passion for coaching and sports technology to deliver valuable solutions to sporting organisations. iReel’s vision is to become the leading provider of Gen AI in sport, and Miller is at the forefront of this innovative journey.

In this interview with Soccerscene, Miller reflects on his 17 years in coaching, the lessons he’s learned from working overseas compared to Australia, how iReel presented itself as an opportunity, and why sports technology is essential in today’s sporting landscape.

You’ve had experience from the Premier League to the A-League. How has your journey been so far?

Scott Miller: My background originally stems from playing in the Victorian Premier League. I signed with former NSL team the Gippsland Falcons as a youth and came through their youth system, but I didn’t make a senior appearance due to a serious leg injury. This injury gave me clarity about the longevity of a career in sport as an athlete, which led me to pursue a degree in exercise science at ACU in Melbourne.

During that time, my interest in physical performance and its alignment with football grew. I took the initiative to make as many contacts overseas as possible, which was quite a challenge pre-LinkedIn, relying on handwritten letters. I was fortunate to have family in London, which allowed me to explore opportunities there. I landed a role at Fulham FC, starting in their academy system and eventually working with the first team. Within six months, I was offered a full-time contract with the Premier League team, marking the beginning of an exciting 10-year journey.

My time at Fulham was filled with learning opportunities, including earning my UEFA A license and a degree in sports psychology. I worked with top-level managers like Chris Coleman, Roy Hodgson, Mark Hughes, Martin Jol, René Meulensteen, and Felix Magath. These experiences helped shape my career, leading to a role as an assistant coach, where we achieved multiple top-10 finishes and reached the 2010 Europa League final against Atletico Madrid—a highlight of my time at Fulham.

Were you always looking to get into coaching, or did your injury force your hand?

Scott Miller: Coaching wasn’t my initial plan, but it became a natural evolution for me. Roy Hodgson, in particular, inspired me with his methodology and the impact he had on players. With my background in high performance, football knowledge, and a passion for psychology, I naturally transitioned into coaching. By the age of 27, I was delivering sessions to Premier League players, covering various aspects of training outside of tactics.

My journey into coaching continued when Ange Postecoglou invited me to join him as an assistant with the Socceroos, which was a fantastic experience. Later, he recommended me for the head coaching role at Newcastle Jets at just 33 years old. My time working with some of the best players and coaches in the Premier League was invaluable in shaping my approach to coaching.

What insights can you share from your experiences in the UK?

Scott Miller: Football culture in the UK is deeply ingrained—it’s more than just a sport; it’s a way of life. The Premier League is a global phenomenon, vastly larger in scale than the A-League, with financial and commercial resources that drive innovation and performance.

Another key difference is the highly competitive environment. The standards are ruthless, and if you’re not up to par, you’re quickly replaced. This applies to everyone, from coaches to players and support staff. I experienced this firsthand, often finding myself as the cultural link between outgoing and incoming managers due to my role as a central figure in the club’s operations.

The financial resources available in the Premier League also allow for greater opportunities for coaches to build sustainable careers. The remuneration packages are significantly different compared to the A-League, providing a stable foundation for those working in football.

You are now the Chief Commercial Officer at iReel. How did that transition come about?

Scott Miller: Coaching has been a significant part of my life since I was 24, but after nearly two decades, I felt the need for a new challenge. I wanted to innovate, develop new skills, and contribute to a space that is pioneering and future-focused. The opportunity to join iReel came at the perfect time.

James Doyle, the founder of iReel, reached out to me, and knowing him for some time, I was excited to join the venture. iReel is at the forefront of Gen AI in sports, and the chance to build technology that can transform the sporting industry was too good to pass up. It’s a different kind of challenge but one that’s equally rewarding.

Why would you recommend a career in sports technology for post-playing careers?

Scott Miller: Sports technology offers a unique opportunity for players looking to transition after their playing careers. The skills developed in sports, such as communication, leadership, and performance, are highly transferable to the tech space.

The sports tech industry allows you to stay involved in the sport while also building its future. Unlike coaching or analysis roles that are often dependent on performance results, a career in sports tech lets you create something from the ground up. It’s a powerful and fulfilling path that I highly recommend to anyone looking to stay connected to sports in a meaningful way.

For full information on iReel and to contact the team, you can do so here.

Wellington Phoenix and Gazley Motors continue partnership

Avatar
Image credit: Wellington Phoenix Instagram

Wellington Phoenix has confirmed that Gazley Motors will extend its partnership with the club for a fourth season.

Gazley is Wellington’s largest car dealership and has been servicing the local community for over 20 years.

The family-owned business has not only supported the Phoenix on the pitch but off it as well, supplying its players with premium vehicles from brands such as Mercedes-Benz, Volkswagen and Alfa Romeo.

David Dome, general manager at Wellington Phoenix, said about the extended partnership:

“Myles and his team at Gazley are passionate about supporting Wellington businesses, and they’ve been a great partner of ours for the past three seasons,” he said in a media release on the club’s website.

“Gazley are agents for some of the world’s leading vehicle brands and I know our players love driving their cars.

“We’ve already achieved a lot together and we look forward to building on our partnership in the upcoming season.”

Myles Gazley, managing director at Gazley Motors, expressed his excitement to continue with the club for a fourth season:

“In a challenging time for Wellington, the Phoenix have lit up the community and we’re extremely proud to extend our partnership for another season,” he said in a media release on the club’s website.

“Being the driving force behind this remarkable team has been a rewarding journey and we’re excited to continue supporting a club that truly embodies the passion and spirit of Wellington.”

Gazley’s logo will again appear on the right sleeve of the men’s playing kit and has already been featured in their Australia Cup tie against South Melbourne.

Wellington Phoenix already has a long list of partners based in New Zealand such as Entelar Group, Comrad and the New Zealand Campus of Innovation and Sport (NZCIS).

With the extension of Gazley Motors, the club are showing their full support for local businesses in the area and we may see more New Zealand-based partnerships along the way.

Football in New Zealand is reaching an exciting time as it continues to grow in both the men’s and women’s games.

We’ve seen the likes of Ben Old and Macey Fraser all making the move abroad and with the introduction of Auckland FC, New Zealand football fans should get excited about what lies ahead.

Most Popular Topics

Editor Picks

Send this to a friend