Does speedway really deliver the full customer experience? In terms of the on-track action, spectators are treated to around 15 minutes of full-blooded, adrenalin-charged entertainment. But what of the remainder of the spectacle, and how better can promoters exploit the lulls in between the action to ensure that additional revenue streams are maximised and that punters, especially those new to the sport, feel compelled to return?
With the sport competing in a busy post-pandemic leisure sector, one vital trackside offer is arguably behind the times, as evidenced by a recent social media poll conducted across several online speedway forums. Fans comprehensively gave the thumbs down to stadium nosh. Value, taste, nutrition, and variety, were roundly criticised, leaving many with a nasty taste in their mouths. There were, of course, exceptions – Mildenhall, Glasgow, and a blast from the past with the long-lost pork sandwich served at Cradley Heath.
Shopping venues and the wider events industry have been quick to recognise that food and beverage is one of their biggest assets ─ proven by the exponential growth that has occurred in this category over the last few years. I witnessed this incredible and vibrant synergy when I visited Melbourne a few years ago where business analysist and food consultant Francis Loughran explained, “This year alone, the culinary hub of Melbourne has seen a 32.8% increase on food expenditure, with it contributing $5.5 billion towards Melbourne’s annual economy.”
Several years ago, the Gartner Annual CMO spend survey predicted that 89% of marketers expected customer experience to be their primary differentiator, soberly adding that if any business doubted this claim they only had to talk to a New York taxi driver or speak to an ex-employee of Blockbusters.
But don’t be distressed that this means abandoning the iconic cuisine. Burger and chips have served us well over the years; however, change is needed ─ and fast ─ if speedway wants to take advantage of the positive customer experience that other professional sports have nurtured and grown to support their principal activity ─ not only significantly increasing revenue streams but maintaining brand loyalty. As Francis Loughran reassuringly concludes, “A successful food and beverage strategy is based upon giving your customer 70% of what they know and 30% of something new and different.”
The manner in which fans access their refreshments is equally important and especially so at speedway. Who really wants to stand in a queue arching their head to watch a race, or more often than not, missing the action altogether? If my own experiences are any gauge, the accessibility, and often the range of food is firmly stuck in the dark ages. As Appetize – a leading food, beverage, and retail commerce platform maintains, “Live events have been significantly affected by the pandemic, but innovative operations directors at stadiums and arenas have been adapting to our new ‘normal’ by utilising forward-thinking food and beverage ordering solutions – listing contactless payment and mobile ordering solutions and commercial platforms that can inform spectators of the status of orders along with special offers.” Nowadays this isn’t rocket science and the vast majority of fans have mobile devices that are waiting to be pinged with pleasure.
In order to further pressure-test these observations I invited along Kiran Meka – senior research fellow at the University of Southampton, with a professional interest in healthy eating – to his first taste of shale, both metaphorically and literally (as I will explain later) at Sandy Lane, Oxford where the Cheetahs took on the mighty Glasgow Tigers in a mouth-watering Championship match on a scorcher of an evening. His field research began in earnest after entering the stadium where the first of several food and beverage outlets were located. On the way down Kiran had impressed me with his research into the sport and was keen to forecast the final score with an understandable academic skew towards logic. Mine was more orientated to emotion. Our predictions will be disclosed at the foot of this analysis, as any academic paper should.
So Kiran, first off, what was your overall impression of the on-track entertainment and would you come again?
Kiran didn’t hold back, “Brilliant! Great atmosphere and the on-track entertainment was fantastic! Yes, I’ll be back.” I’ll raise a glass to that!
Before I ask you specific questions about the food offerings, can you please give our readers a brief on your current research?
Kiran outlined his mission – “My focus is a whole system approach towards lifestyle diseases – obesity and type 2 diabetes – and especially the environmental links that have seen obesity numbers rise significantly across the country. I am aiming to figure out a different approach to at least make a dent in this figure so that the general population become healthier.” As someone who has reversed type 2 diabetes by small yet consistent behaviours, culminating in a new diet regime (which includes Mr Whippy ice cream), this resonated with me.
You visited every outlet and purchased food from a few – what were your experiences?
“To be frank my experiences of purchasing the food were underwhelming, especially the type of options that were available and the overall taste of it. I genuinely think there is so much more that can be done.” A pretty comprehensive 5-1 from the gate against the food provision, consistent with the feedback from several other speedway fans who had contributed to the online debate.
In terms of value, taste, nutrition, and variety how would you score your professional ratings?
Kiran continued the early drubbing of the opposition, “In terms of value my rating would be three out of ten. Taste and nutrition, unfortunately, two, based on the fact there were limited options. Even though the provision may compliment a certain appetite, regrettably it did not fit mine.” However, Kiran did offer a glimmer of light, given his demolition job on a tub of ice cream as we watched the action from bend three.
How could speedway introduce “30% of something new and different” that would still provide a healthy profit without significant change to the existing business model?
A positivity suddenly erupted within my guest, reminiscent of the kind of feeling I have when Chris Harris totally misses the gate on a grippy track – as he did when guesting for the Cheetahs on the night. “The promotors can definitely incorporate an impressive thirty per-cent change whilst still maintaining profitability!” Perhaps a tactical substitute wasn’t needed after all.
“Seeking feedback from supporters is vital in order to achieve a general consensus. I am a huge cricket fan and over the past 17 years I have watched the game across the country. The choice of food – including healthy options – is incredible. In the County Championships, for example, it is a totally different experience, and the quality of food has significantly improved.” Kiran then made a critical link to both sports, “Food served alongside alcohol in cricket is similar to speedway. Critically the price points are no different.”
If you were a speedway promoter, how would you maximise the food and beverage experience?
Kiran remained as candid as ever, “Speedway has an incredible opportunity to totally improve the experience for fans. If I were a promotor, I would be looking at holistic food and drink options. Improving the customer experience will undoubtedly attract a section of the community that may have been totally ignored before, whilst still servicing the needs of the core support. That is definitely a huge commercial benefit for speedway.”
As the meeting reached its climax Kiran enjoyed a pint on the second bend where he learnt an important speedway life skill – never leave an exposed drink when Craig Cook decides to full throttle it through the deep dirt and shower everyone with shale. He had heard of lager and lime, but a pint of Cools and dirt was a new experience.
Pre-match Kiran had confidently concluded that the visitors would triumph by a margin of 48 – 42, whilst I had reckoned on a 47 – 43 win for the Cheetahs. A dramatic final heat that would complement a colourful phrase very often used by Gordon Ramsey in any of his busy kitchens saw the home side finally devour the Tigers 46 – 44; because we all know that anything can, and often does, happen in speedway!
Finally, a special thank you to the Oxford promotion for making us very welcome, especially Shaun Reynolds of Fortitude Communications.
© Ian Kirke 2022 and all photographs
@ianjkirke