NBA basketball franchise the Cleveland Cavaliers has teamed up with Aramark, the food and beverage provider at Quicken Loans Arena, to introduce in-seat ordering via the iPhone Messages app.

Fans in designated sections of the arena during Cavaliers and Cleveland Monsters games will be able to use Apple Business Chat to have a menu delivered directly to their seats.

The Cavaliers and Quicken Loans Arena become the first NBA team and venue to pilot the service. The team said the new initiative marks the latest example of Aramark’s commitment to identifying new and innovative ways of leveraging technology to reimagine the in-venue experience.

The service will be available for the remainder of the 2018-19 season and will allow fans to both order and pay for menu items without needing to download an app.

Fans in the lower bowl area of the arena will be able to purchase select beverages (beer and water) from their seats using their iPhone. Fans will be required to open the iPhone Camera app, scan the QR code on the seat back, follow prompts on the Messages text screen to place their order, complete their transaction with Apple Pay and then enjoy the game while their order is delivered.

Nic Barlage, president of business operations for the Cavaliers and Quicken Loans Arena, said: “The intersection of technology, service and convenience continues to motivate us, and we’re pleased to be working with our partners at Aramark on this innovative approach to ordering.

“Finding a way to provide an enhanced game experience with much easier and faster ordering capability for our fans adds another convenient feature at The Q that we’re proud to pilot for the remainder of the Cavs and Monsters season.”

Kevin Kearney, district manager at Aramark’s sports and entertainment division, added: “We’re excited to be piloting this new service offering at Quicken Loans Arena. With more people using their mobile devices for everyday transactions, we’re continually searching for innovative ways to incorporate digital technology into the food and beverage experience.

“The integration of Apple Business Chat with the ordering process is not only fan-friendly and easily accessible, it’s reflective of fans’ changing expectations and behaviours and we’re looking forward to Cavs and Monsters fans giving it a try.”

Aramark experimented with the technology during the 2018 baseball season.

Image: Cleveland Cavaliers