Fan delivery service not pie in sky
Fans at a Scottish football club will be able to have pie and Bovril delivered to their seats by using their mobile phone in what is believed to be a UK first.
Hearts supporters sitting in certain parts of Tynecastle stadium can make orders on a new smart phone app, according to the Edinburgh club.
Caterers Saltire Hospitality are working with mobile technology company QikServe to deploy the service and it will be available to about 3,000 fans sitting in the upper sections of the Wheatfield Stand at the Scottish Premier League game with Motherwell.
Hearts managing director David Southern said: "We are delighted to be the first football club in Britain to use mobile technology in this way to give our supporters more flexibility in the way they access concessions during a match.
"Our supporters are the best in the country and we do all we can to ensure that they have the best possible matchday experience."
The QikServe App is already used by some hotels and allows payment via credit card or Paypal.
Supporters that have downloaded the app can scan barcodes on their seats to see a menu and place orders throughout the game.
The smartphone orders will be put on hold during the half-time period, the company said.
"The classic pie and Bovril combination is a British football tradition and that will never change, but our goal is to use mobile technology to bring that tradition into the 21st century," said Dan Rodgers, founder of QikServe.
"The convenience of ordering from your seat is a perk normally reserved for the executive boxes but QikServe makes it possible for everyone."