MyVenue says its Lambeau Field POS rollout handled more than 100,000 transactions

Lambeau Field is MyVenue's largest kiosk installation in North America. MyVenue says the system facilitated over 100,000 food and beverage transactions at multiple Green Bay Packers football games.

The company's Nov. 4 announcement on Business Wire puts the whole fleet at more than 1,000 points of sale and calls it one of the NFL's largest POS deployments. It also says the stadium broke its all-time single-event revenue record after the switch.

Those headline numbers raise a narrower question. A stadium buys hundreds of kiosks to get through its worst minutes of demand, so the real test is whether self-service carried that surge. Any venue operator deciding how much of a concessions budget to put into self-service should care about the answer.

A device mix built for halftime

The breakdown says a lot about how the Packers expect fans to buy food on game day.

Against the 1,000-plus total, the kiosks account for roughly one in four of the stadium's points of sale. That is a lot of hardware, but the bigger change is how it's connected. Kiosk Marketplace, which covered the rollout on Nov. 5, described a cloud-based platform that links food and beverage service with inventory management and kitchen displays and provides real-time reporting. MyVenue's release lists what now runs on the one system:

• Concessions
• Club-level areas
• Grab-and-go markets
• Suites
• Vending
• Inventory control and kitchen display systems

That scope is what gives the kiosk count its meaning. A kiosk order that lands on the same kitchen screen and draws down the same inventory count as a cashier's order would let a concessions team shift demand between channels without reconciling separate systems after the game.

The 300 handhelds matter too. MyVenue describes its software as hardware-agnostic, running on handhelds, tablets, terminals, kiosks and camera-based checkout across concessions, premium seating, hawking, in-seat service and retail. If that holds up in practice, the mix is a venue's call rather than a limit set by the vendor. For operators planning a refresh with an existing hardware fleet, that's the claim to test first.

What the kiosks absorbed

Scott Thompson, the Packers' assistant director of business analytics and food and beverage, described the brief in terms of peak load. The team needed technology that could lift the gameday experience "without missing a beat, especially during peak concession demand," he said in the release.

The transaction record is the operational one. Revenue can rise because of pricing, menu or attendance. A record transaction count means more individual orders went through the system, at the moments when concourse lines are longest. Absorbing that extra volume is the job self-service is bought to do.

Thompson credited the result to having one unified system across every service rather than to any single device. That emphasis on the platform comes back when MyVenue's newer checkout hardware enters the story.

The evidence has limits. Kiosk Marketplace noted that the announcement gave neither the revenue total nor the size of the increase, and the 100,000-transaction figure covers several games with no per-game or per-channel split.

An install that didn't cost a home game

MyVenue CEO Tim Stollznow said the stadium's technology was upgraded on time, on budget and without disrupting a single event. He presented Lambeau as proof that self-service, mobile ordering, suites and full-service POS can run on a single platform. At most venues, though, the no-disruption line is the one that gets a project approved or shelved. A POS cutover touches every stand, every suite and every kitchen screen at the same time, and a stadium with a packed event calendar has very little dead time to work in.

The Packers describe Lambeau as the NFL's longest-tenured stadium. The team, founded in 1919, is also the league's only community-owned franchise, with more than 539,000 shareholders. For operations leaders at older venues who assumed a full self-service rollout would need an off-season or a renovation, the Lambeau account suggests it may not, though it comes from the vendor and the team.

Halo and the one-vendor pitch

Lambeau runs self-service kiosks, and nothing in the Lambeau announcements says MyVenue's newer camera checkout is part of it. In MyVenue's launch announcement, published by Athletic Business in August, a customer sets items on a baseplate, two high-resolution cameras identify each one, and the cart fills before payment by credit card, loaded ticket or gift card. MyVenue pitches Halo for peak-demand surges at grab-and-go markets and concession stands in stadiums, arenas, convention centers, airports, higher education and healthcare.

MyVenue says Halo completes transactions 50% faster on average than traditional self-service kiosks, costs up to 70% less to operate than a staffed counter, and takes up to 65% less floor space than alternatives. Those are company performance figures, and the baselines behind them weren't published. The company also says automatic item detection frees workers for restocking, alcohol compliance and guest assistance. If that holds up, Halo's labor case rests on moving staff to other work, not just cutting hours.

Brad van Wely, MyVenue's chief product officer, said Halo's software reads what the cameras see in real time instead of matching photos against a stored image library. He said that lets it tell apart similar products, including kitchen-made food with different toppings, separate items placed close together or stacked, and add a brand-new product in under 30 seconds. For a grab-and-go market that changes its menu by event, that last figure is the one that affects daily operations.

MyVenue says NHL, NFL, NBA and MLB venues already use Halo. The Tampa customer's reasoning lines up with Lambeau's. Casey Rodgers, chief financial officer at Vinik Sports Group, which uses Halo at Benchmark International Arena, said the appeal was getting frictionless checkout without adding another vendor, another support team or another reporting platform, since every transaction feeds the same real-time back office.

Rodgers also pointed to the hardware itself: Halo is compact enough that his team moves it around the venue. A unit that can be moved, combined with van Wely's under-30-second product setup, would let a checkout point follow demand from one event layout to the next. Put next to Thompson's praise for one unified system at Lambeau, the two deployments suggest that venue buyers are weighing vendor count as heavily as device features.

A full season of channel-level data from Green Bay would give the industry its first large, real-world baseline for that comparison.