Postmates has once again teamed up with promoter Goldenvoice to eliminate long food lines at festivals. The food delivery app will be utilized at Tyler, the Creator’s Camp Flog Gnaw Carnival at Dodgers Stadium this weekend (Nov. 10-11).
The two-day festival featuring Post Malone and SZA will also have Postmates’ Pickup feature enabled so fans won’t have to miss their favorite artist. The special feature was already utilized at Goldenvoice’s Panorama Festival in New York last July for the first time.
“We were incredibly excited by the reaction to Pickup at Panorama,” says Postmates’ svp of brand and communication, Eric Edge. “We are focused on bringing to life our mission of on-demand anything, anytime, anywhere and we knew that there was a real opportunity to bring Pickup to festivals where the wait for food is often a frustration.”
The Postmates app will be customized for Camp Flog Gnaw with a geo-perimeter around Dodger Stadium during the two days of the festival. Attendees will only see participating Pickup vendors at Camp Flog Gnaw and the specialized festival menus for each.
Using the Postmates app attendees can order and pay for food ahead with participating merchants, be sent a pickup time and then they can arrive to pick up their orders at a specified window, avoiding the line.
Participating food vendors at the year’s Camp Flog Gnaw will include Dagwoods, Hnajip, Cheezus, Kogi, Top Round, Trejos Tacos, GC Crepes, Baby Love Sweetery, Hawkins House of Burgers, Fat Dragon, Mesohungry, Southern Fried Vegan and Sage Vegan Bistro.
“Food plays a large part in the overall festival experience. There are unique local offerings at many festivals and people’s favorite merchants being on site is an attraction in its own right,” Edge tells Billboard. “Pickup makes it easier and faster for customers to enjoy this part of the festival without sacrificing another.”
Edge explains that the convenient Pickup feature also greatly benefits merchants, many of whom are already Postmates partners outside of the festival. Plenty of Angelinos are also already Postmates users, making the integration even more seamless for everyone.
“We are enabling a more efficient way for these merchants to get their food into the hands of festival-goers. By introducing Pickup, we reduce the friction that inherently exists when hundreds of people are converging on a limited number of food options,” Edge adds. “We believe we are able to drive incremental sales via Pickup by making the experience easier and faster.”
While this is only the second festival to enable Postmates Pickup, the company expects it will become a staple as live events grow.
This year marks the seventh year of Camp Flog Gnaw, which is curated by rapper Tyler, the Creator. The weekend carnival features a handpicked lineup with Kids See Ghosts (Kanye West & Kid Cudi), A$AP Rocky, The Internet, Ms. Lauryn Hill, Playboi Carti and Brockhampton.
The music portion of Camp Flog Gnaw will be held on the Dodger Stadium grounds, while the Carnival’s festivities are set to take place in the areas outside of the ballpark with rides and other attractions.