Cashless at the Student Kick-off Ghent: 35,000 students, one night, no time to waste

The challenge: no time to lose at the bar

Every year, Ghent kicks off the academic year with the Student Kick-off, the largest student festival in Flanders. No fewer than 35,000 students gather at the Sint-Pietersplein. During peak hours, between 8:00 PM and 12:30 AM, all bars are running at full capacity. A slow or glitchy payment system is simply not an option.

The organization is strong and tightly run, but they only have one chance to generate their revenue. The entry fee is symbolic (€1) and goes 100% to charity. Partner and sponsorship income does not fully cover production costs. A lightning-fast ordering and payment flow is therefore essential to keep the event financially viable.

In addition, the organization wanted to offer students extra value through targeted drink promotions and a trade-in scheme for reusable cups. This had to be done in collaboration with partners and local hospitality businesses, without incurring extra costs for the organization.

The solution with Beyond Ordering

The fact that the event is organized by and for students doesn't mean it's amateurish. On the contrary: from preparation to production, the organization leaves nothing to chance, and everything relies on clear communication. That is exactly the environment where we as a team feel at home, and where our cashless payment system truly comes into its own.

Hybrid cashless payments: bank cards for most, cashless cards for the rest

Only a small group of students still paid with cash. For them, there were centralized event cash desks where they could top up a personalized cashless card. Groups of friends often used this card as a convenient "group pot." Everyone else paid directly at the bar with their bank card or smartphone, without needing to top up or wait in line.

Internal credit for crew and partners

The organization also used these same cashless cards for their own crew and partners. Staff could make controlled purchases using internal credit. Inventory tracking and stock control remained accurate in the back office at all times, without those consumptions being recorded as revenue in the books. Sponsor credits were distributed in the same clear and organized manner.

Contactless payment as the standard: bank cards, Apple Pay, and Google Pay

With this young audience, we are seeing a clear rise in wallet payments. That is why, for our 105 all-in-one payment terminals, we consciously chose a large majority of purely contactless devices: 85 mobile terminals (75% of which are purely contactless) and 20 stationary terminals. They process bank cards, cashless cards, Apple Pay, and Google Pay in the blink of an eye. An added benefit: purely contactless devices have no card slot that is sensitive to water. This makes them more robust against rain, spills, and the hustle and bustle at the bar.

Data-driven management of volunteers, hardware, and reusable cups

With the real-time Beyond Ordering dashboard, the F&B core team managed the event entirely based on data. They tracked the performance of every device and every staff member per bar. Was there a risk of running out of drinks or cups anywhere? The organization could restock immediately. The complex management of reusable cups—which were being sold, exchanged, and collected simultaneously—also remained clear and manageable thanks to the POS system.

Time is money: time-sensitive drink promotions

For students, every euro counts. That is why the Student Kick-off used time-sensitive promotions, such as 2+1, 1+1, or 3+1 on specific products and during specific hours. These promotions were programmed into our online platform in advance. As soon as the promotion period began, they were automatically active on the correct terminals, only to disappear again once the time was up.

Reusable cups: the last cup becomes a promo voucher

The collection of the final reusable cup was also handled smartly. Instead of refunding the €1 deposit, students received a promo voucher for partner cafes in the city for their last cup. It’s a win-win-win: extra drink value for the student, less logistics for the organization, and extra customers for local hospitality businesses.

The biggest advantage lies in the final settlement. Our system registered every voucher issued, alongside every cup sold or exchanged at the bar. This allowed the deposit to be settled down to the cent afterward: what was sold, what was returned, and what was converted into a promo voucher. There was no ambiguous balance left over.

The result: a calm bar area

Students paid quickly and easily, even during peak hours. The organization received a comprehensive deposit report and was able to implement promotions and cup exchanges at no extra cost. Thanks to our full service , the core team was completely unburdened during the busiest moments.

FAQ

‍Why is a cashless payment system crucial for large events?‍

It ensures faster throughput at the bar, with shorter queues and higher sales per hour. Additionally, it is safer than cash, and the software provides real-time insight into sales and inventory.

Can visitors at an event simply pay with a bank card, Apple Pay, or Google Pay?‍

Yes. At the Student Kick-off, the vast majority paid directly at the bar (open loop). For those paying with cash, there was a cashless card that could be topped up at the event cash desks.

How does the system help manage reusable cups?‍

Our terminals register the issuance, return, and exchange of cups instantly. The final cup was not refunded digitally, but exchanged for a promotional voucher for a partner café. The system recorded this precisely, providing the organization with a complete deposit report.

How do drink promotions like 2+1 or 1+1 work at a cashless event?‍

You program the promotions into the online platform; they become active at the scheduled time and disappear afterward, without the bar staff needing to adjust anything.

How do you manage credit for crew and partners?‍

Via internal credit on cashless cards. Staff and partners consume in a controlled manner, stock registration remains accurate, and the consumption is not counted as revenue.

Did Beyond Ordering also provide on-site support during the event?‍

Yes, the organization opted for our full servicefull-service package: from delivery and installation of the hardware to staff briefings, on-site support, and live monitoring during the event. Afterward, we collected all the hardware and assisted with the reporting.

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