CLIENT CASE STUDY Durham Bulls

Founded in 1902 The Durham Bulls have long been at the heart of Minor League Baseball. Since their inception, the organization has adapted and moved into the modern era. The team moved into Durham Bulls Athletic Park in 1995 and then expanded the stadium to accomdate 10,000 seats when the Bulls joined the Triple-A International League in 1998. In 2019 they installed new ordering technology to meet the demands of their fans. This is the story of how they improved guest experience, increased revenue, and made operations more efficient with Appetize. Focus on Guest Experience In 2017, the Bulls examined guest experience and decided they needed to add more ordering options. Their goal was to reduce wait times and provide options so fans didn’t have to miss as much of the game. Their existing POS systems, installed in 2015, was unable to easily accommodate new ordering methods, which launched an intensive two-year search for a new POS system. When paid attendance hit a single-game record in June 2019, this need became even more urgent.

“We were first aware of Appetize during our process of looking for a new POS system four years ago. We were very impressed with where Appetize was going and always felt that this would be a solution we would want to look at.”

- Dave Levey, Director of Food & Beverage, Bull City Hospitality

Discovering New Ordering Technologies The Bulls rolled out mobile ordering in 2019. This added the ability for guests to place an order from anywhere, with express pickup locations to shorten wait times and in-seat delivery so fans wouldn’t miss a moment of the action. An additional improvement came from the installation of Appetize Self- Service Kiosks, giving guests the ability to skip lines when placing an order and providing full control of their order and payment options. “We were very impressed with where Appetize was going and always felt that this would be a solution we would want to look at,” said Dave Levey, Director of Food & Beverage at Bull City Hospitality, which is owned by Capitol Broadcasting Company. Appetize’s team focused on making the installation and roll-out process as easy as possible, ensuring that no question went unanswered. They also shared best practices for both the front- and back-of- house operation to help the Bulls further improve operations.

1.877.559.4225 | [email protected] | appetize.com Durham Bulls

Self-Service Kiosks Named Rookie of the Year The Durham Bulls introduction of Appetize occured later in the season, limiting their ability to take full advantage of the capabilities of the platform. Although late to the game, the Bulls gained valuable data on ordering behavior and realized that Appetize would be a driver of additional revenue for the organization. Specifically, Appetize’s Self-Service Kiosks produced an almost immediate increase in basket size. The Bulls saw a 9% increase in total dollars spent from the ability to suggest item pairs and combo baskets to guests. With future changes to the menu and pricing structure, the Bulls expect this percentage to increase further. They predict that, in the next two seasons of using Appetize, they will see a 20% increase in revenue.

Improved Management and Operational Capabilities In addition to improvements in guest experience and increases in revenue, the Bulls were also able to increase operational efficiency using Appetize. Through Appetize Connect centralized management and reporting, they are able to view up-to-date data including pending and in-process orders. They use this information to determine if specific locations need additional staff and/or refreshed inventory. By partnering with Appetize, the Bulls have been able to improve guest experience, increase revenue, and make operations more efficient, paving the way for future growth and success, predicting they’ll see a 20% increase in revenue using Appetize for the next two seasons.

Appetize is a modern Point of Sale, inventory and analytics platform transforming how enterprises manage and process guest transactions. With an omni-channel approach, Appetize makes front of house transactions more intuitive through fixed, self-serve and handheld form factors, while providing robust kitchen and back office tools. Appetize is trusted by some of the largest and highest volume businesses in the world, including sports and entertainment properties, education campuses, theme parks, travel and leisure sites, and national chain brands.

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1.877.559.4225 | [email protected] | appetize.com