US Sports do not have our restrictions with regard to when alcohol can be bought and where it can be consumed, so demand can be more evenly distributed over the time of the event.
It's a modern-day version of theatre-style pre-ordering of drinks for the interval.
While at Edgbaston (I know I keep going on about it sorry but they do this really well) I queued for less than 5 minutes for food at lunchtime and never more than two for a beer. Even at tea when there is obviously no play. While again the "spread" may be something to do with it, pre pouring, 95% of tills cash only and an ample number of concourse walkers selling cooking lager really, really helps. Some may say it would push up costs. I say it may push up turnover too and then you've just got to work out a margin. Edgbaston holds 25,000 so it's a very fair comparison.
However, I've thought about doing this before - even in an old-tech way - some way of pre-ordering a half-time pint and being given a ticket or voucher to express collect the drink from a pre-determined place that does not take any new orders. I can't believe it wouldn't work quite easily.
New tech would be great. It could be added to the existing Seagulls app. In 2035 that is