Noble

A mobile ordering platform for entertainment venues, letting guests order and pay for food and drinks from their phone instead of queuing at a concession stand or waiting for a server. Orders are placed in the company's app from the customer's seat, and the guest receives a notification when the order is ready for pickup at a designated bar or counter, or for delivery to them. The stated purpose is to keep the focus on the event rather than on the transaction, so guests spend less time in line and more time watching what they came for. Venue types named on the site include theaters, stadiums and concerts, along with other events and venues, and customer accounts reference use at a concert and at a comic convention after-party. Three benefits anchor the consumer proposition. Avoiding the wait covers skipping concession and bar lines or receiving the order without flagging down a server. Going cashless covers ordering, paying and tipping entirely in the app, removing the need to carry cash or cards or to leave a credit card behind a bar to run a tab. Exclusive specials covers drink and food promotions available only to app users, which gives venues and their beverage partners a targeted promotional channel at the point of purchase. The company was started in 2016 as a response to long lines at event venues and has since narrowed its focus to the concession, where it now supports pre-ordering so guests can collect without queuing. Its stated mission is to redefine mobile ordering as a memorable part of the event experience and to change guest experience standards at entertainment venues internationally. Product development rests on three stated principles: designing for ease of use across all users with a strict focus on easy order and easy pay, learning from the industry verticals it serves so it understands the needs of both venues and guests, and building features that let customers order from their seat and be alerted when the order is ready. The company cites more than 250 five-star reviews as evidence of the usability focus. It is based at 695 Atlantic Avenue, ninth floor, in Boston, Massachusetts.