Dive Brief:
- ASAP, the delivery brand for Waitr Holdings, has partnered with its first National Hockey League team, the Florida Panthers, to provide on-demand concession ordering during games, the company said Wednesday.
- Fans can order food and beverages, including alcohol, on ASAP’s app and scan QR codes to pick up their food without having to wait in line.
- The latest deal builds on ASAP’s expansion into sports stadiums. It currently has partnerships with the New York Giants, the New York Jets and the New Orleans Saints.
Dive Insight:
Following its name change from Waitr, ASAP has been rapidly adding to its partnerships. Recent deals provide new marketing opportunities for the company as it boosts market share and reaches beyond the tertiary cities it previously targeted. ASAP partnered with food delivery meta search engine FoodBoss in August, for example, to improve its accessibility and customer reach. The company has long held the smallest slice of market share among major delivery competitors.
The stadium partnerships also come with extensive advertising throughout the arenas. At the Panthers’ arena, there will be LED boards and other signage promoting the mobile ordering option during home games and other events. With a seat capacity of about 19,000, this provides an opportunity to reach new customers. ASAP brand ambassadors will also be available to provide education on the mobile ordering system.
The in-stadium deal will introduce ASAP to the Florida area, as well. Delivery Dudes, which Waitr Holdings acquired in 2021 for $23 million, will be rebranded as ASAP, but will continue to service customers in Florida’s Broward and Palm Beach counties to deliver food, groceries, convenience items and other products.
