FANTECH
Houston-based stadium ordering app closes near $1.3 million Seed round with plans to scale
Sep 6, 2019, 1:28 pm
FANTECH
This article originally appeared on InnovationMap.
Fans across the country are headed to football stadiums this weekend to cheer on their teams, but only a few will have the luxury of ordering food, beer, and even merchandise from the comfort of their seats.
Houston-based sEATz has created a platform where fans can order just about anything their stadium has from an app. Much like any other ordering app, once the order is placed, a runner will pick up the food and deliver it to the customer for a small fee and a tip.
The startup is now preparing to scale up from seven venues to 10 before the year is over as well as launching a new version of the app thanks to an oversubscribed near $1.3 million Seed round led by Houston-based Valedor Partners. Houston-based Starboard Star Venture Capital also contributed to the round. SEATz has plans to launch its Series A round before the new year.
"We're building enterprise-level, scalable in-seat ordering, delivery, and pick-up software. We'll have all the data and validation we need this fall to really start to push that out," says CEO and co-founder Aaron Knape.
SEATz got its start when co-founder and COO Marshall Law missed a particularly amazing play by the Astros during a World Series gameduring a World Series game because he was waiting in line to get food for his family. In a world of Uber and Favor, it was time for stadiums to step up their convenience. Law and Knape had been friends for a while — they met through their wives — and they regularly bounced business ideas off each other.
"We would meet every couple weeks in the Heights for coffee and throw spaghetti at the wall. We knew we'd eventually find an idea together," Law says. "After I left that Astros game, I texted him from the parking lot and told him, 'I found it.'"
The duo teamed up with another friend, Craig Ceccanti —CEO and founder of Houston-based Pinot's Palette, which has locations across the United States — and created sEATz's parent company, Rivalry Technologies. The name's an homage to the fact that the men are from rivalry schools — Law went to the University of Texas, Knape went to Texas A&M University, and Ceccanti went to Louisiana State University.
Part of sEATz ability to grow so rapidly has been a series of key partnerships. A Rice University business master's grad, Knape got them a foot in the door at his alma mater, and sEATz's first game was at Rice last year. Then, the startup was connected to Jamey Rootes, president at the Houston Texans, at an event at The Cannon Houston. That partnership lead to an introduction with Philadelphia-based Aramark Corp., a global food service and staffing company. SEATz is a member of Cannon Ventures, as well as being a member company of Capital Factory, which has its Houston outpost at The Cannon.
"At this point, we know that fans want food in their seats," Knape says. "That concerns the concessionaires because they don't want an app that just helps them sell food, because they already have long lines. What we have on the back end actually helps them divert that traffic and reduce those lines."
Aramark got sEATz into the University of Houston's basketball games, but the university then switched their food service company to Delaware North. However, sEATz had proven itself to the athletic department at UH, and wrote it in Delaware North's contract that they will work with sEATz.
Continue on InnovationMap to learn about out all the stadiums sEATz has contracts with in Houston.
Jacob deGrom went eight innings to win his fourth consecutive start for the Texas Rangers, who got Jake Burger's solo home run off Hunter Brown in a 1-0 win over the Houston Astros on Thursday night in an anticipated pitchers' duel that certainly lived up to expectations.
Two-time Cy Young Award winner deGrom (4-1) is having quite a comeback after missing most of the last two seasons following Tommy John surgery. The 36-year-old right-hander struck out seven, two of those to end innings with two runners on base, while walking one and giving up five hits.
Brown (6-2), who is 10 years younger that deGrom, struck out nine without a walk while scattering three hits in his first career complete game. The righty was tied for the major league lead in wins and retired the first 12 batters he faced before Adolis García lined a double to left to start the fifth.
Shawn Armstrong worked around a two-out walk in the ninth for his second save.
Burger went deep leading off the sixth, a 394-foot drive into the Texas bullpen in right-center for his fourth homer of the season.
Rangers right fielder García made a sliding catch of a sinking liner by Mauricio Dubón for the final out of the seventh when Houston had a runner at second base. García had several nice plays, including a sliding catch near the line after running a long way to open the fourth.
Bruce Bochy got his 2,195th career win to break a tie with Sparky Anderson for the sixth-most by an MLB manager. Bochy, who turned 70 last month, is in his 28th season as a manager, his third in Texas.
Rangers right-hander Nathan Eovaldi (4-2, 1.78 ERA) goes into Friday night having allowed only two earned runs over 25 innings in his last four starts (3-0). Right-hander Lance McCullers Jr. (0-1, 15.75) makes only his third start for Houston since the 2022 World Series.