Long Center, Austin

By Jeff Domansky, May 26, 2021

A new partnership of Square and digital ordering company Noble should make it easier for concertgoers to order their cocktails, beer, and other refreshments at the next live event. Just as important, it will help concession operators handle more orders and payments securely and quickly.

Noble mobile order-payments app

“We are excited to partner with Square to help them assist live event sellers in simplifying their concession sales and grow their business,” said Matt Draper, co-founder, Noble. “This partnership combines two best-in-class solutions, so there is no sacrifice in functionality or expertise. We believe this approach is the future of innovation in the payment industry.”

Noble integrates payments, ordering, and marketing

The Noble platform is integrated into Square point-of-sale (POS) to combine back and front-of-house operations to quickly help live event businesses process payments. For event attendees, it means less time in lineups and more time enjoying events and venues.

Noble’s omnichannel platform works across apps, web, text, and QR codes. Its cashless online ordering platform enables contact-free ordering of food, drinks, and merchandise from a smartphone. The new partnership provides simple, fast mobile device ordering and payments at high-volume live event locations like concert halls, festivals, stadiums, and theaters.

Noble easy-order-easy-pay app

“We see a great deal of value in partnering with Noble as live event owners look to return to a post-pandemic operating environment where mobile ordering is becoming a standard procedure and expected option for customers,” said Gabriella Hernandez, head of partner management at Square. “The Noble integration allows our sellers to offer their customers the best possible experience with reduced waiting times for drinks and food, and more intuitive menu options – which ultimately lead to more orders and happier customers.”

The global concession catering market was estimated at $27.3 billion in 2019. New contactless payments and mobile ordering systems should see renewed growth as live venues reopen in a post-pandemic world.

How the Noble app works

The Noble app operates on iOS and Android and works with all point of sale (POS) systems. It lets venue guests order and pay for food and drinks on a smartphone without waiting in line or worrying about cash payments. The app alerts guests when the order is ready for pickup or en route for delivery.

Noble app iphone

Venue operators can also provide express pickup, onsite delivery, schedule pre-orders, save customer profiles, and quickly and easily update menus and merchandise offers.

Noble provides unique omnichannel access for guests online or via QR code, links, text, and voice. The integration with Square offers quick, secure payments via the app or a Square Reader at the point-of-sale.

Noble and Spectrum’s early partnership

The first use of the Noble and Square integration is the Joe R. and Teresa Lozano Long Center for the Performing Arts, a 2,242-seat venue managed by Spectrum Concessions. The venue hospitality management group operates many permanent entertainment venues and sports stadiums across the US.

Spectrum first chose Noble’s digital ordering solution in 2019, rolling it out for guests at Baltimore’s Hippodrome Theatre at the France-Merrick Performing Arts Center, Austin’s Long Center, and Minneapolis’ Hennepin Theatre Trust.

Noble mobile ordering and payment system

The Noble app is also in use at more than 200 other performance and hospitality venues, including The Boch Center (Wang and Shubert Theatres), LA Music Center, Laugh Boston, Old School Square in Florida, Tampa Theatre, centerstage Atlanta, Mohegan Sun & Casino Resort, and a drive-in theater in Mansfield, CT. A case study at the Shubert theater showed 34% of sales were fulfilled through Noble in half the time compared to traditional concession stands.

Noble is a member of the Square Solutions Partner Program and available on the Square App Marketplace.

The company launched in 2016 as a solution for long lines at live event venues and is supported by investors including Republic Labs, Martech Ventures, IDEA Northeastern University’s Venture Accelerator in Boston, Ben Franklin Technology Partners, and Flux Capital. 

Top photo courtesy Long Center/Elaina Cary-Fehr; visuals courtesy Noble

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