In the past 12 months the club has commenced a significant customer match day experience research program, in order to better identify how we are performing and what matters most to our members.Including a mixture of brief ‘pulse check’ surveys looking at general experience, as well as more significant deep dive examination of topics such as food and beverage and customer service, the research has already provided valuable feedback from more than 8000 members.
One topic that features consistently in feedback commentary relates to the bar experience throughout the Reserve, particularly the affordability and variety of beer, and the speed of service.
Please be assured that we are listening. While it is difficult to directly compare hospitality venues with sporting stadiums due to the inherent differences in the business offering and supply, the club regularly benchmarks its product and prices against nearby bars and pubs and similar event venues, to ensure our offering remains both commensurate and, where possible, competitive.
We are also working closely with our hospitality partner, Epicure, on ways to improve service times in bars during peak periods. While we will never be queue-free during those busy times, a schooner express lane has been introduced in Percy Beames Bar, and we will be implementing further improvements in members’ bars over the coming 12 months.
The survey comments and sentiment are being directly fed into future planning, and we are committed to providing a first-class experience for members across all elements of the club. We will also shortly introduce a program that will add further value for members who utilise the bar, dining or retail food facilities in the Reserve on event days.
The research program will cover more than half of all AFL games at the MCG in 2017, as well as during the cricket season. We encourage all members who receive a survey to provide their honest views and suggestions in order to help us enhance the MCC experience for years to come.