Case Study: How Oak View Group Doubled Basket Size with Self-Service Kiosks
- Client: Oak View Group (OVG Hospitality)
- Industry: Venue Development & Management
- Locations: 300+
- Point of Sale: Square
Key Results
- $12-$15 average basket size, up from $6-$7
- Nearly 100% increase in average order value
- 12 kiosks deployed across select venues, integrated with existing Square POS
- Staffing reallocated from order-taking to guest hospitality
Overview
Oak View Group operates more than 300 venues across sports arenas, concert halls, and large-scale event spaces. Their hospitality teams are built around one standard: every guest, at every event, deserves an exceptional experience.
The Challenge
Across OVG’s venues, a familiar set of friction points was getting in the way of both guest satisfaction and revenue. The ordering operation was not keeping pace with that standard. Key challenges included:
- Limited self-service options: Existing operations relied entirely on traditional Square POS setups with no kiosk or self-checkout alternatives
- Slow throughput: During peak events, lines backed up and guests felt rushed, leaving upsell opportunities on the table
- High staffing costs: Labor requirements made it cost-prohibitive to scale, especially for smaller accounts that couldn’t justify a full POS deployment
- Operational friction: Opening new service points was slow and labor-intensive, reducing agility when it was needed most
- Menu complexity: Frequent changes slowed system responsiveness and added strain to an already stretched operation
OVG needed a fundamentally different ordering model, one that gave guests control, gave staff purpose, and gave operators a clear path to growth.
The Solution
OVG partnered with INFI to deploy 12 self-service kiosks at select venues, fully integrated with their existing Square POS infrastructure, designed to integrate seamlessly with OVG’s current operational stack.
Brand Ambassadors stayed on the floor, but their role shifted from order-takers to hospitality hosts. With INFI’s AI-powered upsell logic surfacing recommendations in the background, guests who previously spent $6 or $7 moving through a fast line were now spending $12 to $15 at their own pace. And for smaller venues that couldn’t previously justify a full POS deployment, kiosks created a workable, lower-staffing path to scale.
The Results
“What we’re seeing is that when guests aren’t rushed, they actually shop. That’s driven our basket size from about $6–$7 up to $12–$15, while also moving people through faster. The kiosks are even outperforming our line staff in speed, and at the same time, our team can focus more on the guest experience instead of just taking orders.”
— Charles Lawrence, Regional VP of Operations, OVG Hospitality
New Operating Model
OVG’s venues now run a split service model. Kiosks handle order intake. Brand Ambassadors handle the guest. The two functions, previously collapsed into one strained role, now operate independently and more effectively as a result.
Measurable Results
Average basket size nearly doubled, rising from $6–$7 to $12–$15 across kiosk transactions. Kiosk throughput exceeded traditional line-based service during peak periods, reducing congestion at the most critical moments of an event. Smaller venues gained a cost-effective path to self-service without adding headcount.
Strategic Impact
When guests have time to browse and make decisions, they spend more. That dynamic holds across venue types, event formats, and menu structures, making it a repeatable result, not a one-time outcome.
Looking Ahead
OVG is expanding kiosk deployments into larger venues and higher-volume events. Self-service is no longer a test for them. It is the foundation of their service model going forward. With INFI as their operating partner, that expansion comes with the playbooks, integration support, and ongoing optimization that turns a technology investment into a growth strategy.
OVG nearly doubled their basket size without changing prices. If you’re curious what that kind of lift could look like across your venues, let’s talk. Book your demo today.
