{"id":174061,"date":"2026-06-04T10:20:58","date_gmt":"2026-06-04T08:20:58","guid":{"rendered":"https:\/\/www.startupbusiness.it\/pickeat-eliminates-queues-at-the-stadium-and-turns-every-sale-into-data\/174061\/"},"modified":"2026-06-05T11:26:08","modified_gmt":"2026-06-05T09:26:08","slug":"pickeat-eliminates-queues-at-the-stadium-and-turns-every-sale-into-data","status":"publish","type":"post","link":"https:\/\/www.startupbusiness.it\/en\/pickeat-eliminates-queues-at-the-stadium-and-turns-every-sale-into-data\/174061\/","title":{"rendered":"PickEat eliminates queues at the stadium and turns every sale into data"},"content":{"rendered":"\n

The journey continues to discover Genoese and Ligurian companies that are innovating in collaboration with Fondazione Genova Startup.<\/em><\/p>\n\n

It\u2019s 7.47 pm, ten minutes before half-time. In the stands, ten thousand people are already wondering whether they\u2019ll manage to get to the bar, order, pay and get back to their seats before the second half. The answer is usually no. That annoying, slow, inevitable queue is the problem that Giacomo Perazzo has set out to solve. A problem that has become a business. <\/p>\n\n

Perazzo (pictured), 28, CEO and co-founder of PickEat, describes it with surgical precision: \u201ca long-standing operational inefficiency that can be transformed into a high-margin commercial asset\u201d. This isn\u2019t the romantic language of glossy magazine startups. It\u2019s the language of someone who has studied the problem from the inside and built a tool to solve it. <\/p>\n\n

The PickEat system is deliberately simple for users: you simply scan a QR code from your seat or open a link shared by the club to access a web app without having to download anything. You order, pay, and choose when and where to collect your order. That\u2019s it. <\/p>\n\n

Behind this simplicity lies a proprietary load-balancing algorithm that analyses kitchen capacity in real time and distributes order flows to avoid peaks. The result: staff are not overburdened, waiting times are reduced and the adoption rate has reached 24%, as measured among partners such as Varese Basket, a team competing in Italy\u2019s top league. But above all, the average bill has tripled. <\/p>\n\n

PickEat is not positioned as a \u2018simple\u2019 ordering app, but as a logistics operating system for the venue. This distinction is important, as it radically changes the value proposition for the customer, which is not the fan, but the club. <\/p>\n\n

Every digital order is converted into profiled data that is fed into the club\u2019s CRM system. The system captures 100% of transactions and analyses them to build demand prediction models: how many beers will we sell on Saturday night if it rains and the match is a Champions League tie? The stated aim is to predict individual spectators\u2019 orders based on historical data, the day of the week, the time of day, the weather conditions and the importance of the match. <\/p>\n\n

In addition to this, there is a new range of sponsorship options: banners in the ordering interface, targeted coupons, even naming rights for the fast-track lanes, and an integrated cashless solution: the vendor app, featuring tap-to-pay technology, allows staff to manage both digital and physical orders from the same device, without the need for a traditional POS terminal.<\/p>\n\n

Giacomo Perazzo has a background in economics and management; he is currently pursuing a PhD at the University of Genoa, focusing on risk management, venture capital and artificial intelligence in decision-making processes. As part of this programme, he teaches on the International Entrepreneurship course, where eight students each year are awarded scholarships for trips to Silicon Valley, Los Angeles, Boston, Singapore and Shenzhen.<\/p>\n\n

Over the coming months, Perazzo will travel to Boston at the invitation of Northeastern University to explore expansion into the North American market, where PickEat already has four active projects. He also has established ties with Qatar and is working with Hub17 to foster business links between Italy and Doha. <\/p>\n\n

Perazzo describes the challenges of operating in Italy: \u201cMany clubs struggle to set aside a budget for innovation and face a huge structural constraint: as they do not own the stadiums, they do not see a direct return on investments in infrastructure or food and beverage.\u201d<\/strong><\/p>\n\n

The contrast with Switzerland and North America is stark. There, clubs own the facilities, recognise the value of technology that maximises matchday revenue, and accept a fair price, whereas in Italy negotiations drag on for a long time. <\/p>\n\n

On the investor front, the picture is just as critical. \u201cHe notes with regret,\u201d writes Perazzo, adopting the researcher\u2019s third-person perspective, \u201cthat the Italian ecosystem suffers from a deep-seated aversion to risk in the early stages.\u201d There are funds for seed-stage and later rounds, but pre-seed funding is virtually non-existent. The vicious circle is well known: to develop the product, capital is needed, but to obtain capital, metrics are needed that only a finished product can generate. <\/p>\n\n

To make matters worse, there are gruelling due diligence procedures for grants of \u20ac25,000, offers of \u201cinvestment in services\u201d rather than actual capital, and public tenders that take 9\u201312 months to produce results. \u201cIn a modern market, a year\u2019s wait means the project has either taken a new direction or has already failed,\u201d he adds. <\/p>\n\n

PickEat is raising a $1 million pre-seed round. The round has already secured 30% in hard commitments, rising to 70% when soft commitments are included. The sales pipeline includes over 50 active negotiations with Italian and Swiss clubs. Significantly, the lead investors are not Italian: they are Spanish, Portuguese and American.<\/p>\n\n

\u201cIf we want to foster excellence in Italy and prevent genuine innovation from being forced to move abroad, we must cut red tape and, above all, return to funding real risk.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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Co-fondatore di Designtech, l\u2019hub di innovazione che avvicina il mondo del design con quello della tecnologia. Advisor di Austrian Business Agency, Emil Banca, Fondazione Symbola, Fondazione Quadrans. Partecipa regolarmente a incontri, convegni, conferenze dedicate all\u2019ecosistema dell\u2019innovazione. E\u2019 stato co-organizzatore degli Italian Innovation Day and Series che si sono svolti dal dal 2016 al 2020 nelle citt\u00e0 di Tokyo in Giappone, Melbourne, Adelaide, Perth, Canberra in Australia e Singapore e co-organizzatore dell\u2019Italy India Innovation Day di AIICP 2021 e 2022. Ha curato il volume \u2018L\u2019innovazione che non ti aspetti. Contesti e visioni per l\u2019impresa\u2019 , l\u2019edizione italiana di \u2018La startup digitale, guida pratica step by step\u2019 e ha scritto la prefazione all\u2019edizione italiana de \u2018La quarta era\u2019 di Byron Reese, ed \u00e8 co-autore di \u2018Cosa e Dove: strategie digitali di ricerca del lavoro\u2019, tutti editi da FrancoAngeli. In passato \u00e8 stato curatore di StartupDigest Italy, coordinatore scientifico del Forum per la Ricerca della Provincia Autonoma di Trento, board member di TechChill Milano advisor di di ScaleIT , ha collaborato con Il Sole 24 Ore \u00e8 stato direttore di Innov\u2019azione, bimestrale edito da Apsti, ha collaborato con Corriere Innovazione ed \u00e8 stato presidente del comitato di selezione del Premio Marzotto e advisor di Cetif-Universit\u00e0 Cattolica Milano.","sameAs":["https:\/\/www.abirascid.com\/","https:\/\/www.linkedin.com\/in\/emilabirascid","https:\/\/x.com\/emilabirascid"],"url":"https:\/\/www.startupbusiness.it\/en\/author\/emil-abirascid\/"}]}},"author_name":"Emil Abirascid","categories_names":["startup"],"_links":{"self":[{"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/posts\/174061","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/users\/125"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/comments?post=174061"}],"version-history":[{"count":1,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/posts\/174061\/revisions"}],"predecessor-version":[{"id":174062,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/posts\/174061\/revisions\/174062"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/media\/174060"}],"wp:attachment":[{"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/media?parent=174061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/categories?post=174061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/tags?post=174061"},{"taxonomy":"companies","embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/companies?post=174061"},{"taxonomy":"journalist","embeddable":true,"href":"https:\/\/www.startupbusiness.it\/en\/wp-json\/wp\/v2\/journalist?post=174061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}