An apparatus 10, and system 70 may be embodied as an article 70 or method implementing transactions between a central or “core” application 72, a fulfillment application 96 at a venue, and a wireless communication application 84, 86 hosted on a computing device 10, such as a cell phone, of an attendee at an event at that venue. Customers may sign up online, through a various types of web applications 88 or dedicated applications 92, to receive information, such as menus, catalogs, or the like of available products to be at the event. The core application 72 may manage a database 74 of records of customers, products, and fulfillment locations. The core application 72 may send to fulfillment applications 96 hosted by other computers 12 at fulfillment locations instructions to dispatch “runners” to deliver products to seat locations of customers who may order products (e.g., food, merchandise, etc.) over cell phones or other internet-connected, wireless computer devices 12 at a venue.