Driving Incremental F&B Revenue On Steps Comeback Tour

In 2017, Steps took to the stage at The SSE Arena, Belfast for the first time in 5 years.
A notable difference from the first time around was Belfast’s introduction of the UK’s first ever arena app.
The arena saw a 100% increase in F&B revenues compared with the previous show, with the app accounting for 13% of total revenue.
What we delivered


Increase in arena spend per head


Of total F&B spend taken through the app


Revenue taken before doors opened​

At the 2017 event, spend per head increased from £5.50 to over £10.


The app also alleviated pressure from the cash queues, whilst pre-ordering accounted for 5% of total F&B revenues.  

Win App Credit
Targeted Pre-Order

Remarketing to competition entrants with a campaign encompassing targeted Facebook posts and pre-event emails.

App Queues At Concession Stands

Dedicated app collection queues at every concession stand to speed up service & relieve pressure on cash queues.

The Key Initiatives That Delivered Uplift

​​Exclusive in-app competition whereby attendees could enter a draw to win £20 credit to spend at the show.

Customer Success

Our Customer Success team has worked tirelessly alongside Belfast’s marketing team to deliver outstanding growth in app uptake at the arena. Dedicated campaigning has opened up new revenue opportunities such as pre-ordering and uncollected items to help drive F&B spending.


Every decision, from the time competition entrants receive emails to push notifications and commercial strategy, is defined by data. Our data science team provide us with actionable insights and real-time analytics to ensure the app’s continued success at The SSE Arena, Belfast.

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