Aramark Sports + Entertainment is rolling out “Immerse” this morning, a newly created consultancy division, that like the company’s recent creation for premium experiences, Aura, packages capabilities it already had into a service offering. Immerse’s capabilities will include research, data insights, and full-scale master planning projects, collaborating with clients to tie together data, trends, goals, and opportunities to create customized plans that lift in-venue F&B quality and performance.
“The trigger for this was not only when our clients came to us asking for this, but when outside partners and vendors started tapping us,” said Jamie Slotterback, who is VP/Marketing on Aramark Sports + Entertainment’s Design and Development team and is leading the Immerse effort. “We really wanted to start with where we are experts, really in our wheelhouse, really specializing in F&B and hospitality, not trying to reach into other parts of sports and entertainment.”
Immerse will be available as a service to any interested parties, not just Aramark F&B clients. Entities that operate their own concessions in-house and college athletics departments are potential target markets that could benefit from Aramark’s resources, experience, and broad view of the landscape as clients wrestle with whether to introduce alcohol sales or autonomous stores or switch service styles at an underperforming stand.
This kind of work has been going on at Aramark S+E for some time, just not in this newly formalized fashion. In 2021, the company worked with one of its nine NFL clients, the Bengals, to assist in a large-scale renovation that would elevate F&B at Paycor Stadium with increased speed of service and a wider variety of culinary options two of the targeted results. The work was unveiled before the 2023 NFL season, with an increased focus on traditional favorites, like chicken, burgers, chili, and BBQ, and elevated speed of service through the addition of 93 new self-order kiosks, provided by Tapin2, seven new self-order and pick-up locations, and 14 grab-and-go stands.
Two new destination bars were added for fans looking for a more social experience. Those changes led to 35% more transactions and 25% higher per-caps at the renovated stands, and big improvements in the NFL’s Voice of the Fan surveys; the Bengals ranked No. 8 in beverage variety, No. 6 in F&B’s proximity to desired options from a fan’s seat.
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