Apple Tests ‘Order Ahead’ Festival Feature for Apple Pay

Apple is adding a small but significant Apple Pay feature that will be of interest to concert attendees: the ability to pre-purchase drinks.

According to TechCrunch, Apple tested an “order ahead with Apple Pay” feature at a recent BottleRock music festival near San Francisco.

Using the festival app, attendees were able to select a nearby concession stand, choose drinks, initiate a purchase through Apple Pay within the app, and then pick up the drinks at a dedicated beverage window.

Order ahead with Apple Pay allowed concert attendees to make purchases without having to stand in a long line or fumble with cash or other payment options at the concession stand.

TechCrunch believes other music festivals will want to adopt the streamlined order ahead with Apple Pay feature given its ease of use.

Apple has previously used the BottleRock Festival to test Apple Pay features, and last year the festival used Apple Pay equipped Square registers, which led to thirty percent of all transactions at the festival being made with Apple Pay.

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