Mobile ordering start-up Q App announces West Bromwich Albion partnership

App will allow fans to purchase refreshments from their seats

Mobile ordering start-up Q App today announced a partnership with Premier League football club West Bromwich Albion, which it says will allow supporters to purchase refreshments without queuing

Founded last year, London-based Q App has created a mobile app which it says eliminates the problems associated with queueing for refreshments by allowing customers to browse menus, order and pay through their mobile phones.

Since launching in 2013 the company has concluded a number of deals with major food, drinks and entertainment venues, including the Palace Theatre in London’s West End, the Southbank Centre, Waxy O’Connors and Konditor & Cook bakery group.

In September, Q App announced the completion of a significant seed funding round led by Alex Chesterman, founder of Startups 100-listed property company Zoopla, with input from Caffe Nero co-founder Paul Ettinger and Ed Martin, co-founder of pub chain ETM Group.

The latest partnership will give fans attending games at Albion’s Hawthorns stadium the option to purchase food and drinks from their seats to be collected before the match or at half-time.

Q App said this system would eliminate the long queues typically associated with football matches, giving the club a chance to boost revenue through increased ordering efficiency.

The service will launch in the stadium’s East Stand at Albion’s home game against Liverpool on January 2 before gradually being rolled out to the rest of the Hawthorns if successful.

The partnership is likely to have been facilitated by investor Alex Chesterman’s own West Bromwich connections – Zoopla is currently the club’s main kit sponsor.

Adrian Wright, sales and marketing director for West Bromwich Albion, commented: “Enhancing our supporters’ match-day experience is of paramount importance and improving the efficiency of our catering processes is a key part of that.

“Q App ticks both boxes and will hopefully provide us with an innovative solution to the issue of serving such large numbers of fans in short periods of time.”

Serge Taborin, co-founder and CEO of Q App, added: “Q App is revolutionising the ordering process in busy venues and the platform has already proven itself in some of the UKs busiest establishments.

“This launch with our first Premier League partner is a huge testament to the quality of our solution and we look forward to working with West Bromwich Albion to enhance the in-stadium experience for their fans.

“We have also had a lot of interest from bars and pubs around the Hawthorns ground, as they look to benefit from thousands of fans with Q App on their phones seeking to have pre- or post-match food and drink in the area.”

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