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Using tech to transform the Melbourne Food and Wine Festival experience

Melbourne, July 2021

Mr Yum is set to transform the traditional food festival experience by introducing multi-vendor mobile order and pay technology to the Melbourne Food and Wine Festival’s large-scale signature events.

For the MFWF winter edition, Mr Yum is the exclusive supplier of the mobile ordering and payment platform, which allows for queue-free food and beverage service at all events held at the festival’s new home, the Queen Victoria Market.

Over 10 days, the QVM will host signature festival events featuring some of Australia’s favourite chefs and restaurants including Smith & Daughters, Tipo00, Maha and many more.

From Maximum Chips - an ode to the humble chip in all its forms - to a plant-based party called Welcome to the Jungle, Mr Yum will provide the mobile ordering and payment platform to help attendees get their food and drinks queue-free and conveniently. Other QVM events using Mr Yum include The Remixed Grill (Aug 21 and 22) and The Big Spaghetti (Aug 28 and 29).

In an Australian first, Mr Yum has developed proprietary technology to allow attendees to order from multiple food and drink vendors in one transaction. The Melbourne Food and Wine Festival will be the first large-scale event in the country to make use of this industry-leading technology.

Festival-goers simply scan a QR code to see the full range of curated food and drinks on offer from all vendors, and can then order and pay for all food and drink in the one order.

An SMS will alert attendees when items are ready to be collected. This makes queueing at multiple, separate vendors obsolete, and makes for a truly superior festival experience for attendees.

Providing a seamless and intuitive new way of ordering and payment, Mr Yum has modernised the traditional model of festival food and beverage, giving attendees more time to spend with friends and family while enjoying Melbourne Food and Wine Festival hospitality and entertainment.

By eliminating long queues for food and drinks, Mr Yum also allows for safer interactions during large-scale public events and helps to ensure best-practice for a COVID-safe environment for the festival.

Food + Drink Victoria CEO Anthea Loucas Bosha says partnering with Mr Yum will enhance the festival experience at events held at QVM.

“Following on from the success of our collaboration on the Bank of Melbourne’s World’s Longest Brunch in March, the Melbourne Food and Wine Festival is thrilled to partner with Mr Yum on our Winter Edition. Mr Yum’s intuitive QR-code based menu will enhance the Festival experience for our audience, delivering a COVID-safe and efficient digital ordering system for our events at the Queen VictoriaMarket,” she says.

CEO and co-founder Kim Teo says Mr Yum is proud to be a part of the festival’s first winter edition helping to bring a feast of exciting events to life.“Melbourne is known as the food capital of Australia for good reason.

Victorians devour new experiences, new tastes and new ideas and the Melbourne Food and Wine Festival has been delivering exactly that to the hungry and curious for almost 30 years,” she says.

“Bringing people together is what the Melbourne Food and Wine Festival is all about and we’re excited that Mr Yum’s industry leading technology will help people spend more time with friends and family at festival events. No more queues!”