Revenue / 11.23.21

All-Inclusive Concessions Good Fit for 49ers

Access Staff

VenuesNow (11/18/21) Muret, Don

The San Francisco 49ers' all-inclusive concessions program has produced higher revenue compared to two years ago, when fans paid out of pocket for food and beverages. After five regular season games at Levi's Stadium through last week's Monday Night Football contest, concessions income saw 44% growth in per caps despite lower attendance. The team is still probing sales drivers, given that the cost of 15 general concessions items is bundled into the ticket price for 50,000 season-ticket holders. 49ers chief strategy officer Moon Javaid said those goods usually account for about 80% of food and drink orders on game day, and the Member Inclusive Menu (MIM) limits season-ticket holders to four items per transaction at concession stands. "We're still seeing the same level of purchases and transactions, even with fans essentially getting food items for free," Javaid said, adding that "fans are spending about the same amount of money they were before the program started." The team is more or less seeing the same rate of concession orders as in 2019, but fan satisfaction scores are higher under the all-inclusive model, which officials said is the critical factor. Starting with the Sept. 26 game against Green Bay, the 49ers launched a "MIM-tern" program, hiring 25 recent college graduates and current students to support the all-inclusive initiative, stationing them at seven concession stands to help fans navigate the MIM and shorten wait times. Levy and the 49ers jointly split the costs for paying the MIM-terns.

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Tags: Sports , Concessions , News