Grubbrr, a maker of kiosk ordering software, is acquiring Noble, an ordering app for live events, in a deal valued at $5 million.
The deal extends Grubbrr’s reach in the sports and entertainment business and will allow Noble to improve its software, the companies said.
Noble is a consumer-facing app that allows users to order and pay for concessions from their seats and pick them up when they’re ready. “No more waiting for your server or getting stuck in long lines,” the company’s website reads. It’s available in more than 100 venues, a representative for the company said.
Boca Raton, Fla.-based Grubbrr sells Samsung kiosks that run on its technology. It also provides software for digital menu boards, pickup lockers and other restaurant systems. It has more than 1,000 installations in restaurants and other venues.
Grubbrr has previously targeted stadiums with its kiosks, and buying Noble should give it a bigger foothold in that market.
“Noble has demonstrated tremendous value with their time-based mobile ordering product,” said Grubbrr CEO Sam Zietz in a statement. “Their capabilities are a great complement to Grubbrr’s existing tech stack, and this partnership allows us to explore the sports and entertainment verticals in a more robust way.”
With the return of live events coming out of the pandemic, restaurant tech companies are increasingly looking at in-venue ordering as a growth channel. Last year, tech supplier SpotOn acquired in-stadium ordering company Appetize, and Uber Eats now allows users to order concessions at some sports stadiums.
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