PickEat: The Startup Poised to Revolutionize the Food & Beverage Industry

Founded in March 2024, PickEat is the startup that clinched victory in the “SFS Extra Time Almaviva“ competition. This annual event, hosted by SFS, seeks to spotlight the most promising companies contributing innovation and added value to the Football Industry.

After a close contest with the Czech-based TruCrowd — known for developing advanced biometric systems that link tickets directly to users’ faces, eliminating the need for physical or digital passes — the jury ultimately awarded the prize to PickEat for its groundbreaking approach to the food & beverage market. Giacomo Perazzo, CEO of PickEat, has a clear vision for the next steps in the company’s journey.

Composed of a young, dynamic team spread across Italy, PickEat operates out of its headquarters in Genoa. The startup is part of the WeSportUp accelerator, located within the Foro Italico sports complex, which also supports startups like Wegoo and Powerset — both of which participated in the “SFS Extra Time Almaviva” pitch competition – .

Available as both a web and mobile app, PickEat operates on multiple fronts. Its core business focuses on events and dining services, employing real – time productivity optimization through predictive analytics and tailored order studies. At the same time, it offers fans the ability to enjoy an entire match while picking up food and beverage orders in just 40 seconds — without waiting in line. Additionally, PickEat aims to capture 100% of F&B data, leveraging it to create cashless arenas and help clubs monetize this data through collaborative strategies. How? By offering personalized partnerships or implementing marketing campaigns designed to build community loyalty. Imagine this: after placing a certain number of orders, fans could accumulate enough points to unlock exclusive promotions or team merchandise.

“We want to monetize food & beverage data and offer a unique experience for both fans and clubs,” stated Perazzo after being awarded in the Protomoteca Campidoglio.

PickEat is already making waves in various markets with numerous partners. In Italy, the startup collaborates with several basketball and volleyball teams — both male and female — including UYBA Volley Busto Arsizio and Benedetto XIV Cento. Furthermore, three major Serie A clubs are set to join its client roster soon. Beyond Italy, PickEat’s ambitions extend to international markets, promoting sustainability and reducing food waste. It has already established partnerships in Spain with local media outlets and in the UK, where it supports Championship and League One teams. Moreover, PickEat is eyeing the Middle East market, potentially entering through Arena Events, a strategic player involved in international events like the recent World Cup in Qatar and the 2024 Copa America in the United States.

At SFS, we are confident that PickEat will soon become a household name, and we’re proud to have showcased them on an international stage.

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