Jeremy Tripp

Part 2: If control is the most important lever, 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲 is a close second. People eat with their eyes first. Major restaurant chains spend millions on this. Staged photography, lighting, composition. It’s all about reducing uncertainty and making decisions feel easy. Now put that inside a stadium with 25 local restaurant partners rotating menus throughout the season. You can’t rely on traditional food photography. So we built our own system. Did you know there's a secret mobile food photo studio in the basement of Energizer Park? On matchday, my team meets with restaurant partners, grabs new menu items, shoots them, edits them, and uploads them so fans can see exactly what they’re ordering. Over time we’ve refined the process from days to hours and now, in many cases, minutes. It may sound small, but it matters. We all know that seconds matter in stadiums. When fans are ordering at a kiosk or in the app, they’re making fast decisions. Safe choice or new choice. Entrée only or add a side. Beer or water. Ooh, I didn't know Farm Truk had gooey butter cake! Somebody's behind me waiting, gotta hurry. Oh no, the crowd is cheering, what did I miss? All in the span of seconds. Visuals remove hesitation and make exploration feel low-risk. Confidence removes friction which results in more cart adds. It’s also one of my favorite parts of matchday. There’s something funny about product + tech people in a stadium basement, arguing over garnishes and flavor cues, misting a bottle of water to make it look cold on camera, stacking chicken fingers so they appear optimally robust, or trying to make a cup of cheese sauce look great under fluorescent lights. All of this, and so much more hijinx, has actually happened behind that camera. 🤣 Thankfully, our restaurant partners are artists and their subjects are usually very easy to shoot! And yes, we do get to eat the leftovers. 😉 Part 3 tomorrow: what happens after the order. The feedback loop, the sales data, and one of my favorite recent conversations with a local chef.