--- title: "Rethinking Concessions: A Look Inside Texas Memorial Stadium's Upgrade" description: Discover how Texas Memorial Stadium boosted fan happiness and concession sales with AI checkout technology. A simple fix to a common game-day hassle. image: https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/DKRoyal-UT-Austin.webp --- [![68ba93408a431b3050ec1e87_Logo](https://21903704.fs1.hubspotusercontent-na1.net/hub/21903704/hubfs/68ba93408a431b3050ec1e87_Logo.png?width=200&height=41&name=68ba93408a431b3050ec1e87_Logo.png "68ba93408a431b3050ec1e87_Logo")](https://www.mashgin.com/) Open main menu Close main menu - Solution Open the submenu - [Platform Overview](https://www.mashgin.com/solution/overview) - [Integrations](https://www.mashgin.com/solution/integrations) - [Deployment](https://www.mashgin.com/solution/deployment) - [Photo Gallery](https://www.mashgin.com/solution/mashgin-photos) - [Video Gallery](https://www.mashgin.com/solution/video-gallery) - [Case Studies](https://www.mashgin.com/content/mashgin-case-studies) - Industries Open the submenu - [Convenience](https://www.mashgin.com/industry/convenience-stores) - [Stadiums](https://www.mashgin.com/industry/sports-entertainment-venues) - [Business Dining](https://www.mashgin.com/industry/cafes-business-dining) - [Higher Education](https://www.mashgin.com/industry/higher-education) - [Healthcare](https://www.mashgin.com/industry/healthcare) - [Ski Resorts](https://www.mashgin.com/industry/ski-resorts) - Support Open the submenu - [Knowledge Base](https://mashgin.service-now.com/kb) - [Mashgin University](https://www.mashgin.com/content/mashgin-university) - Resources Open the submenu - [Case Studies](https://www.mashgin.com/resources/mashgin-case-studies) - [Reports](https://www.mashgin.com/resources/mashgin-reports) - [Podcast](https://www.mashgin.com/skip-the-line-podcast) - [News](https://www.mashgin.com/resources/news) - [Blog](https://blog.mashgin.com/ai-retail) - [FAQ](https://www.mashgin.com/resources/faq) [Back](https://blog.mashgin.com/ai-retail) Select Topic AI in Retail AI Privacy Business Dining Convenience Stores Entertainment Venues Higher Education Hospital Dining Hospitality Mashgin News Product Updates Ski Resorts Sports Venues Theaters Theme Parks Year in Review [Sports Venues](https://blog.mashgin.com/ai-retail/tag/sports-venues) # Rethinking Concessions: A Look Inside Texas Memorial Stadium's Upgrade ![Max Gibbons](https://21903704.fs1.hubspotusercontent-na1.net/hub/21903704/hubfs/57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg?width=45&name=57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg) [Max Gibbons](https://blog.mashgin.com/ai-retail/author/max-gibbons) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://blog.mashgin.com/ai-retail/mashgin-texas-memorial-stadiums-upgrade) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://blog.mashgin.com/ai-retail/mashgin-texas-memorial-stadiums-upgrade) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.mashgin.com/ai-retail/mashgin-texas-memorial-stadiums-upgrade) ![UT Austin's Darrell K Royal - Texas Memorial Stadium now has so many Mashgin units](https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/DKRoyal-UT-Austin.webp) It's a familiar scene for many of us who've been to a big game: standing in seemingly endless lines, missing out on the action just to grab a bite or a drink. Well, the folks over at [Darrell K Royal Texas Memorial Stadium](https://texassports.com/sports/2013/7/24/facilities_0724133148.aspx), the stomping ground of the Texas Longhorns, decided to tackle this head-on. And honestly, their approach might just be a game-changer for how stadiums everywhere think about feeding their fans. **The Starting Lineup** First off, let's set the scene. This stadium is massive, with room for over 100,000 cheering fans. It's seen its fair share of expansions and upgrades since first opening in 1924, all in the name of keeping those Longhorn supporters happy and hollering. But as anyone who's tried to grab a hotdog during halftime knows, the real action (or frustration) often happens off the field, in the concession lines. **The Playbook** In early 2022, Chris Reynolds and his crew at the stadium spotted a gap in their game: those long concession lines were a buzzkill. With the stadium regularly hitting full capacity, they figured it was high time to switch up their strategy. The goal? Let fans spend more time in their seats and less time queueing for snacks. [Enter Mashgin's AI Self-Checkout System](https://fmindustry.com/2023/09/06/sodexo-deploys-ai-powered-self-checkout-at-dkr-texas-memorial-stadium/). Picture this: you walk up, lay your goodies on the counter, and before you can say "Hook 'em, Horns," you're paid up and on your way back to your seat. Texas Memorial Stadium rolled out 14 of these speedy kiosks, giving some of their stands a tech facelift and even building a couple of new ones to spread out the crowds. **The Scoreboard** So, did the new game plan pay off? By the numbers, [it's a resounding yes](https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/Case%20Studies/Darrell%20K%20Royal%20Texas%20Memorial%20Stadium%20-%20Mashgin%20Case%20Study.pdf). Transactions that used to take forever now zip by in about 12.5 seconds. That's 450% faster than the old way of doing things, which is not too shabby. Plus, with fans getting back to their seats quicker, concession stands saw an 80% jump in sales. Over just seven games, those kiosks rang up an extra $344,000. Even the underdogs among the stands, the ones bringing up the rear in sales, outperformed last year's top sellers. And just like that, the stadium's team decided to double down, [bringing in over 20 more kiosks for the next season.](https://www.sportsbusinessjournal.com/Daily/Morning-Buzz/2023/07/24/university-of-texas-sodexo-mashgin-kiosks.aspx) **Between the Lines** What's the takeaway from all this? Well, it turns out making folks happier (and boosting sales while you're at it) isn't rocket science. It's about noticing those little moments of friction—like a snail-paced concession line—and thinking, "We can do better." The Texas Memorial Stadium's dive into AI checkout tech shows just how straightforward it can be to make a big difference in the fan experience. It's a nudge for other venues to look at their own setups and ask, "How can we cut down on those hassles that put a damper on game day?" **The Extra Point** This story's more than just about selling more sodas and snacks. It's a glimpse into how the right tweaks in how we do things can lead to happier fans and healthier bottom lines. As more places take a page out of Texas Memorial Stadium's playbook, the hope is we'll all spend less time in lines and more time enjoying the moments that make sports great. So, next time you're at a game, facing down a long concession line, remember: there might just be a better way. And who knows? Maybe your favorite stadium will be the next to up their game. ## Related Articles [![](https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/Black%20and%20Green%20Soccer%20Blog%20Header.jpg)](https://blog.mashgin.com/ai-retail/mashgin-expands-footprint-at-bmo-stadium) [Sports Venues](https://blog.mashgin.com/ai-retail/tag/sports-venues) ### [Mashgin Expands Footprint at BMO Stadium](https://blog.mashgin.com/ai-retail/mashgin-expands-footprint-at-bmo-stadium) [BMO Stadium](https://bmostadium.com) in Los Angeles has added additional Mashgin self-checkout kiosks, further streamlining the concession experience for fans. Now present in more than 110 major... ![Max Gibbons](https://21903704.fs1.hubspotusercontent-na1.net/hub/21903704/hubfs/57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg?width=45&name=57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg) [Max Gibbons](https://blog.mashgin.com/ai-retail/author/max-gibbons) [Read More](https://blog.mashgin.com/ai-retail/mashgin-expands-footprint-at-bmo-stadium) [![Mashgin arrives at Mallards Stadium](https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/Madison-Mallards-Thumbnail.jpg)](https://blog.mashgin.com/ai-retail/mashgin-now-at-madison-mallards-duck-pond) [Sports Venues](https://blog.mashgin.com/ai-retail/tag/sports-venues) ### [Mashgin Now at Madison Mallards Duck Pond](https://blog.mashgin.com/ai-retail/mashgin-now-at-madison-mallards-duck-pond) We're excited to announce the debut of Mashgin kiosks at the Madison Mallards' stadium, bringing a new level of convenience and efficiency to fans. The deployment of... ![Max Gibbons](https://21903704.fs1.hubspotusercontent-na1.net/hub/21903704/hubfs/57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg?width=45&name=57014294208__6C163B46-97CA-4175-A437-2B75DBB68A77.fullsizerender.jpeg) [Max Gibbons](https://blog.mashgin.com/ai-retail/author/max-gibbons) [Read More](https://blog.mashgin.com/ai-retail/mashgin-now-at-madison-mallards-duck-pond) ![Mashgin-Logo-Smol](https://21903704.fs1.hubspotusercontent-na1.net/hubfs/21903704/Mashgin-Logo-Smol.png "Mashgin-Logo-Smol") Mashgin is a registered trademark of Mashgin Inc. © 2024 Mashgin Inc. 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