Case Studies

MGR Food Services

Electronic Menus: Sales are Up 35% and the Food is Good

Anyone who has ever visited the Georgia Dome is quite familiar with the large array of food and drink concessions MGR Food Service offers to event and game attendees. In the interest of increasing consumer purchases of their higher-end products, MGR enlisted the help of Hothead Studios.

In order to capture the attention of hungry Dome patrons, Hothead conducted a strategic experiment. Electronic menus were installed at designated concession stands located within 100 feet of the existing traditional static menu boards. Visits to the two types of concession ordering systems were then tracked and analyzed.

As a result, concession stands utilizing the electronic menus have had a 35% increase in sales, allowing MGR to move more of its top-grossing products to its targeted audiences.

With these new electronic menus combined with Hothead Studios' programming, MGR is now able to display targeted food products with higher profit values, as well as customize their menus to display event-specific products.