Allianz Parque adds Pede Pronto as F&B partner

São Paulo’s Allianz Parque has agreed a deal for ordering platform Pede Pronto to become its official food and beverage application.

The partnership will give visitors to the stadium the chance to order items via their phone from any of the restaurants and cafeterias within Allianz Parque. Fans will be able to view the menu, place their order, pay for their items, and monitor their preparation all via the Pede Pronto app.

Allianz Parque has a capacity of 41,000 and serves as the home of Campeonato Brasileiro Serie A football team Palmeiras. The stadium has also hosted several major music acts since opening in 2014.

Márcio Alencar, director of digital strategy, marketing and business at Alelo, which owns Prede Pronto, said: “The main objective of Pede Pronto is to simplify the daily lives of consumers and commercial establishments, through a simple and optimised process. 

“Our app will improve the experience of fans and music lovers as it allows people to place their orders while enjoying the events and without having to queue up. We are sure that this will be a very successful partnership, mainly because we are connected with the most complete arena in Latin America that invests in technology to offer the best to its customers.”

Allianz Parque is operated by WTorre Entertainment, a division of the WTorre engineering company.

Marcelo Frazão, marketing director at WTorre Entertainment, said: “Allianz Parque has in its DNA the ability to be a multi-brand platform, developing a series of sponsorship, activation and hospitality opportunities. 

“In addition to Allianz Seguros’ own ‘naming rights’ for the arena, we have developed other properties ranging from ‘sector rights’, hospitality in games and shows, exclusive services, consumption, promotional and visibility actions. Pede Pronto will be an important technological partner in improving our customers’ experience and we hope to be relevant in the dissemination and adherence to the application.”

Earlier this year, Allianz Parque entered into a partnership with the Octagon marketing agency to enhance the fan experience at the venue. The two parties will initially work on research and planning to ensure the safe return of fans to the stadium.

Image: Roberto Sabino/CC BY 2.0/Edited for size