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Home of the
2lb hot dog
Delaware North is a hospitality management company serving half a billion people on three continents. To gain more insight into their customers (actually fans in the seats), Delaware North is using social media to make the connection. SAP Social Media Analytics by NetBase helped Delaware North position their famous two-pound hot dog, known as the Boomstick.
Buffalo, New York, USA
Sports & Entertainment
SAP Social Media Analytics by NetBase
Today, Delaware North is the company behind the scenes when you order a hot dog or beer at many sporting venues. While they do not own the team (except for the Boston Bruins) or the venue (except for the TDGarden), they serve their customers, the owners of the stadiums or venue, with food and retail services.
In an effort to better serve customers, Todd Merry, CMO of Delaware North, outlined three critical issues for his company:
How do we
our customer’s customer?
How can we
a better experience?
How can we do it
when interactions are fleeting?
Since its inception, the hot dog dubbed the “Boomstick” was positioned as a “man’s meal,” appealing to hungry dudes looking to conquer the latest digestive challenge. As Delaware North used SAP Social Media Analytics to monitor conversations around the Boomstick, they noticed that initial reactions were mixed. There was some negative sentiment around the product being “excessive” and “a bit too much.”
As social conversations continued, a new theme around the Boomstick began to percolate. Parents started chiming in, not as individuals consuming the two-pound creation, but as breadwinners impressed with the Boomstick's great value for its ability to feed a family. That's when the light bulb turned on for Delaware North. The company shifted the positioning of Boomstick, branding it as a family-oriented meal.
– Todd Merry, CMO, Delaware North
With SAP Social Media Analytics, Delaware North expects to continue to succeed and grow beyond their current $2 billion in revenue. The keys to their strategy lie in three objectives: