READY FOR PICKUP: Fans at Mohegan Sun Arena can pick up concessions ordered through the Noble F&B app or have them delivered. (Courtesy Noble)
Noble powers service, which will operate through apps, QR code or text
Connecticut’s Mohegan Sun Arena is partnering with Noble to bring on-demand food and beverage ordering to arena guests. The service will work on Noble’s app, weblink, QR code or text via chatbot.
Noble will also be integrated within the Mohegan Sun app, which is available for both iOS and Android devices. Noble software taps into any venue’s current active network and has the ability to integrate with all existing payment platforms.
After ordering and paying with digital pay platforms Venmo or Apple Pay or a credit card, fans can choose to either pick up their order or have it delivered. Noble’s platform also enables patrons to schedule orders ahead of time and have concessions ready on arrival, during intermission or ahead of quarter or halftime breaks from the action.
“Casino venues put an extra emphasis on the guest experience, and many are moving toward digital technology,” said Noble’s chief executive officer, Varun Pathak. “Noble is the perfect solution for them. Noble’s platform provides a streamlined ordering experience and enables consumer intelligence and marketing capabilities that can be leveraged by various teams across an organization.”
Noble’s core philosophy is to bring the product wherever the fans are.
“With this in mind, we created multiple access points at which a consumer can place an order, so the guest can use our app, the Mohegan Sun app, a QR code, or order through a chat,” Pathak said. “Noble’s value from an operational standpoint is we simplify ordering, paying and closing out.”
Pathak said that the speed of service in venues using Noble has doubled. Some venues have needed to add staff to make all this happen.
“We make staff more efficient,” he said. “But sometimes enhancements to staff operations are needed to maximize the value of Noble and get the best return. For example, some locations have a dedicated Noble Bar to serve the amount of orders coming in, and that, of course, takes extra staff.”
A service fee is added on a venue-by-venue basis.
Pathak was vague on the financial arrangement between Noble and their venue clients. “We tailor our pricing for our clients to meet their size and business goals,” he said. “The platform itself grows with a venue and there are new opportunities to work together and new revenue streams to share in.”
Alcohol sales are under the supervision of state regulators.
“Before working with the Mohegan Sun, we worked with the Connecticut State Alcohol Board Control Committee to become approved as an onsite ordering system for regulated items such as alcohol,” Pathak explained. “But it’s our venue partners who manage and control ID checks.”
The Noble platform was first rolled out at Mohegan Sun Arena in a beta test in mid-January at a Justin Timberlake concert.
“Noble’s out-of-the-box solution was ready to deploy on day one,” said Tom Cantone, president of sports and entertainment at Mohegan Gaming & Entertainment. “Their POS tablet was able to integrate into our existing concession stands easily.”
Cantone was also impressed with how quickly the staff was able to learn how to use the system.
“Its ease of use from a team member standpoint allowed the team to pick it up after only minutes of training,” he said. “Noble’s flexibility also allows us to integrate their ordering process into our existing app.”
Noble will be officially introduced at the arena Feb. 21 at an Ice Cube show.
“This is a major step in expanding the Noble network into the casino and resort ecosystem,” Pathak said. Other Noble clients include Boston’s Wang Theatre; the Kings Theatre in Brooklyn, N.Y.; Lynchburg, Va.’s Academy Center of the Arts; Aveva Stadium in Houston; the Casper (Wy.) Events Center; and Los Angeles’ Mark Taper Forum, Ahmanson Theatre and Dorothy Chandler Pavilion.
“It’s all about making it fun, and Noble makes it easy to not miss a minute of a concert or a game without having to wait in line. You can do it all just walking to your seat and never have to leave it,” Cantone said.