All areas

Commercial · 61 practices

F&B / Concessions

Half-time is a retail window. Queues, range and pre-order decide whether it earns like hospitality or like a kiosk.

Free club scan Advisory and pricing
  1. 01

    Go fully cashless at every outlet

    Card/phone-only tills serve faster and lift average spend.

    Impact high · effort medium

    Measured

    Mercedes-Benz Stadium reported that going cashless raised food and beverage spend per head by 16% across nearly 50 events.

    The Business of Sports Tech · Sports Finance Institute

    How to do it
    1. Count your outlets and tills, and list which still take cash and which have card or phone readers.
    2. Choose the payment hardware that works at your ground with the connection you have, and test it at a quiet outlet first.
    3. Announce the change to fans by email, on social media and on signs at least a few weeks before the first cashless match.
    4. Offer a top-up point or a card option for anyone without a card, and brief all staff on how to handle it.
    5. Compare queue times and average spend per transaction before and after the switch, and fix any outlet where lines grew.
  2. 02

    Measure spend per head every match

    F&B revenue ÷ scanned attendance, reported the Monday after.

    Impact high · effort low

    How to do it
    1. Gather total F&B takings for each home match from your tills and the scanned attendance from your ticketing platform.
    2. Divide takings by scanned attendance in a shared sheet, one row per match, with opponent, weekday and weather beside it.
    3. Send the figure to the catering and commercial teams every Monday after the match.
    4. Look for patterns by opponent, weather and crowd size, and pick one menu or staffing change to test at the next match.
    5. Review the trend monthly, and check whether the changes you made moved spend per head.
  3. 03

    Fix half-time throughput

    Open every till, add pop-up points, pre-pour drinks before the whistle.

    Impact high · effort medium

    How to do it
    1. Time the half-time queues at each outlet for one match, with volunteers using phone timers, and note when the rush peaks.
    2. Open every till and every outlet before the whistle, and move staff from quiet areas to the busiest ones.
    3. Pre-pour or pre-pack the best-selling drinks and snacks, and set up extra pop-up serving points on the busiest concourse.
    4. Give each member of staff one clear station and task, and hand out a printed run sheet with a name on each line.
    5. Time the queues again at later matches and compare walk-away reports and takings in the half-time window.
  4. 04

    Introduce combo bundles

    Drink + food menus and family deals lift transaction value immediately.

    Impact high · effort low

    How to do it
    1. List your best-selling drinks and food items and pick sensible pairs, such as a drink with a main item, or a family deal.
    2. Set a bundle price that is a clear saving for the fan, and check the margin still works for each combination.
    3. Programme the bundle as a single button on your tills, so staff can serve it in one step.
    4. Show the combos first on menu boards and signs, and make staff mention them whenever a fan orders.
    5. Compare average transaction value and bundle uptake over several matches, and swap out any combo that does not sell.
  5. 05

    Run a simplified peak-time menu

    Fewer items at half-time means faster lines and more transactions.

    Impact high · effort low

    How to do it
    1. List every item you sell at half-time and rank them by sales and by time taken to serve.
    2. Keep the fastest and best-selling lines for the half-time window, and move slower items to pre-match or after the game.
    3. Print a simple menu board for half-time showing only the shortened list, with combos placed first.
    4. Tell all staff the shortened menu and stock the outlets around it, so no one prepares items you no longer serve.
    5. Compare queue times and the number of transactions in the half-time window before and after, and adjust the list.
  6. 06

    Negotiate a pouring-rights deal

    Convert the drinks supply into a sponsorship: cash + rebates + activation.

    Impact high · effort medium

    How to do it
    1. Collect your drinks purchasing records for the last season, including volumes, current prices, rebates and contract end dates.
    2. Write a short pitch describing what a drinks partner would receive: exclusive pouring, branding, signage and fan activations.
    3. Invite several drinks suppliers or brewers to bid, asking for cash, rebates and marketing support, not just a price per unit.
    4. Compare offers on total value to the club, including the supply price, and have the board review the shortlist.
    5. After signing, track the cash, rebates and activation delivered each quarter against the contract, and renew with evidence.
  7. 07

    Launch pre-order with express pickup

    Order from the seat or on the way in; collect from a dedicated lane.

    Impact high · effort medium

    How to do it
    1. Choose a small start: one stand or a few outlets, for a few matches, so you can learn without risk.
    2. Pick a way to order that fans can use on their phone, such as a link or QR code on signs and tickets.
    3. Create a dedicated pickup lane or counter with clear signs, staffed and stocked by a named person.
    4. Promote it by email and on match tickets, and offer a small incentive such as a bundle only available through pre-order.
    5. Review how many fans used the service, how long they waited and what they spent, then decide whether to extend it.
  8. 08

    Benchmark prices against local bars

    Price with the neighbourhood in mind, premium for convenience, not captivity.

    Impact medium · effort low

    How to do it
    1. List your fifteen or so most popular items with their current prices, and note the price of the same items at nearby bars.
    2. Visit or call local bars and cafes, and record the prices for a drink, a snack and a main item.
    3. Decide where you can price above them for convenience and where you should match or undercut them to avoid a captivity feel.
    4. Change prices on a few items first, with the board agreeing the principle, and update menu boards at once.
    5. Compare sales volume and revenue per item before and after, and review the comparison each season.
  9. 09

    Track sales per outlet per match

    POS data by location drives staffing, stocking and menu decisions.

    Impact medium · effort low

    How to do it
    1. Check that your tills record sales by location and time, and ask your supplier to switch it on if not.
    2. Give every outlet and till a clear name, so reports can be compared match to match.
    3. Export sales by outlet after each match and put them in one sheet beside staffing levels and stock used.
    4. Look for outlets with long queues and weak sales, or low staffing and high sales, and move staff and stock accordingly.
    5. Review the sheet monthly with the catering team and record the decisions it prompted.
  10. 10

    Create a signature local item

    One hero product with local identity fans photograph and return for.

    Impact medium · effort low

    How to do it
    1. Ask staff, supporters and local producers which food or drink best says something about your town or club.
    2. Choose one product that is simple to make fast at scale, and test it with a small group of fans before launch.
    3. Give it a distinctive name, a clear presentation and a place on every menu board and fan zone sign.
    4. Invite fans to share photos on social media, and feature the best ones on your own channels.
    5. Track sales volumes per match and repeat purchases, and keep the item only if people come back for it.
  11. 11

    Build a family & kids offer

    Kid-priced menus and healthy options make family attendance easier.

    Impact medium · effort low

    How to do it
    1. Ask a sample of families what stops them eating at the ground, using a short survey or a chat at the gate.
    2. Design a small kids' menu with a clear price, smaller portions and at least one healthier choice.
    3. Make it simple to buy by combining it with a family ticket or a single button on the till.
    4. Show the offer on menu boards at child height and on your website, and mention it in family ticket emails.
    5. Review the number of kids' menus sold and the family attendance at matches, then adjust the offer.
  12. 12

    Train staff for the peak window

    Briefed, drilled service teams for the 15 minutes that decide the day's revenue.

    Impact medium · effort low

    How to do it
    1. Identify the shortest period each match when most sales happen, usually half-time, and list the jobs needed in it.
    2. Write a one-page guide for each role: who serves, who pours, who handles payments and who restocks.
    3. Brief all staff and volunteers before a match, and run a short rehearsal with a mock queue for new teams.
    4. Assign a supervisor to each outlet for the peak window, with authority to move people to where lines build.
    5. Time the peak window at several matches, hold a short debrief after each, and update the guide with what you learn.
  13. 13

    Shift demand to pre-match

    Open outlets 90 minutes before kickoff with arrival offers and music.

    Impact medium · effort low

    How to do it
    1. Agree with security and stewarding when outlets and gates can open before kick-off, and publish the time to fans.
    2. Open the busiest outlets at that time, with a limited menu and a staffed till, so there is no wait on arrival.
    3. Create a reason to arrive early, such as an arrival offer on a drink or snack, plus music or announcements.
    4. Tell fans in match-day emails and on tickets about the early opening and offer.
    5. Compare the share of sales before kick-off and the length of half-time queues across matches, and keep the changes that work.
  14. 14

    Stand up a fan zone with F&B

    A simple pre-match zone extends dwell time and adds a full sales window.

    Impact medium · effort medium

    How to do it
    1. Choose a space near the entrance, such as a car park or forecourt, that can be used safely before the match.
    2. Plan a simple set-up: a few serving points, seating, music and a mix of food and drink for families and adults.
    3. Get any permits or licences, and agree safety and staffing with your operations lead.
    4. Invite partners, local vendors and supporters' groups to take part, and promote it in match-day messages.
    5. Count visitors, spend per head and arrival times, and compare matchday spend for fans who used the zone with those who did not.
  15. 15

    Upgrade hospitality catering

    Better food in premium areas justifies premium prices set by ticketing.

    Impact medium · effort medium

    How to do it
    1. Visit your hospitality areas with a guest's eyes, and list what is served, how it is presented and how quickly.
    2. Talk to hospitality customers about what they would like, and what they think of the food.
    3. Redesign the menu with a caterer or chef, with a fixed menu per package, linked to the price the ticketing team sets.
    4. Train the hospitality team on service standards and presentation, and run a trial at one match.
    5. Collect feedback after each match, and track renewals and rebookings of hospitality packages to see whether the catering matters.
  16. 16

    Sell non-matchday events with catering

    Birthdays, company events, community dinners, packaged and priced.

    Impact medium · effort medium

    How to do it
    1. List the rooms and spaces you could use on days without a match, with capacity, facilities and any licence limits.
    2. Choose two or three event types to test, such as birthdays, company meetings and community dinners, and design a simple package for each.
    3. Set a price per person or per event with a clear list of what is included, and write it on a one-page sheet.
    4. Promote it to local businesses, schools and your fan list, and make booking as simple as an email or a form.
    5. Track enquiries, bookings and the margin on each event, and keep the packages that earn more than they cost.
  17. 17

    Consolidate suppliers and review terms

    Fewer suppliers, negotiated rates, rebates, an annual margin exercise.

    Impact medium · effort low

    How to do it
    1. List every supplier you buy from, with what you buy, the volumes, current prices and the terms and contract dates.
    2. Identify categories with several suppliers, and ask your best two or three to quote for the combined volume.
    3. Negotiate prices, delivery terms and rebates, and ask for written terms before switching.
    4. Choose the supplier mix, tell the others kindly, and set a review date for the next year.
    5. Compare margin per category before and after, and repeat the review every year before contracts renew.
  18. 18

    Bundle F&B with tickets

    Family tickets with meal vouchers lift both attendance and capture rate.

    Impact medium · effort low

    How to do it
    1. Choose a few matches where families are your target, and agree with ticketing and catering what the bundle contains.
    2. Set a family ticket price that includes a meal voucher, with a clear saving, and check the margin on both.
    3. Issue vouchers digitally or with the ticket, and brief all outlets on how to redeem them quickly.
    4. Promote the bundle to families through schools, youth teams and email, and show it on the ticketing page.
    5. Compare attendance and the redemption rate of vouchers against similar matches, and decide whether to extend it.
  19. 19

    Implement stock & waste tracking

    Count in, count out, log waste, recover the quiet margin leaks.

    Impact medium · effort low

    How to do it
    1. Choose the stock lines that matter most for cost and waste, such as draught drinks, meat and bread.
    2. Count stock in and out for each outlet before and after every match, using a simple sheet or counting app.
    3. Log everything thrown away or spoiled, with the reason, and ask staff to record it on the day.
    4. Compare what should have been sold with what was sold, and investigate gaps with the outlet manager.
    5. Review the totals each month and adjust ordering, portion sizes and training where waste is highest.
  20. 20

    Review the F&B P&L quarterly

    Revenue, margin, waste and staffing per match, decisions, not archaeology.

    Impact medium · effort low

    How to do it
    1. Set up a simple F&B profit and loss sheet, with revenue, cost of goods, staff cost and waste for every match.
    2. Fill it in after each match, using your tills, stock counts and payroll, so the numbers are never far behind.
    3. Hold a short quarterly meeting with finance, catering and the commercial lead to review the sheet together.
    4. Pick the lines with the weakest margin or highest waste, and agree one action and an owner for each.
    5. At the next review, check whether last quarter's actions improved margin, and record what you will change next.
  21. 21

    Count fans who walk away from queues unserved

    Station a steward at the busiest outlets to tally walk-aways each match, so lost sales become a number you can fix.

    Impact medium · effort low

  22. 22

    Place impulse items along main concourse flows

    Put drinks, snacks and sweets at the points where fans walk past, since many purchases are decided on the spot.

    Impact medium · effort low

  23. 23

    Offer in-seat ordering in premium areas

    Let premium and hospitality ticket holders order food and drink from their phone for delivery to the seat.

    Impact medium · effort high

  24. 24

    Let fans load food credit onto their ticket

    Allow supporters to attach prepaid food and drink credit to their digital ticket and pay with one tap at the stand.

    Impact medium · effort medium

  25. 25

    Add food and drink to the matchday scorecard

    Report concession quality, speed and satisfaction next to attendance, since fans rank food and beverage first among experience elements.

    Impact medium · effort low

  26. 26

    Design serving points that keep the pitch in view

    Position or open concession counters where fans can still see play, so queuing does not mean missing the action.

    Impact medium · effort high

  27. 27

    Fix toilets and cleanliness before menu upgrades

    Audit restrooms and concourse cleanliness first and fund them ahead of premium food projects, as fans rank these basics higher.

    Impact medium · effort medium

  28. 28

    Show match highlights on screens above queues

    Mount small screens at counters that run key moments and live updates, so waiting fans do not feel they are missing the game.

    Impact medium · effort medium

  29. 29

    Display estimated queue times at each outlet

    Show live wait estimates on concourse screens and in the app so fans can choose the shortest line.

    Impact medium · effort medium

  30. 30

    Open a stadium cafe or restaurant on non-matchdays

    Run a food and drink venue in the stadium all week so the building earns outside match days.

    Impact medium · effort high

  31. 31

    Digitise hospitality catering orders in one platform

    Take premium catering orders through the same system as tickets, cutting manual errors and giving the club preference data.

    Impact medium · effort medium

  32. 32

    Set a maximum queue time target per outlet

    Agree a wait-time ceiling for each outlet, check it every match and adjust staffing when it is missed.

    Impact medium · effort low

  33. 33

    Run food promotions inside the loyalty programme

    Offer food and drink rewards to loyalty members rather than blanket discounts, so each promotion builds the member database.

    Impact medium · effort medium

  34. 34

    Segment food offers by matchday habits

    Group fans by how and when they attend, then target food offers to each group rather than to everyone.

    Impact medium · effort medium

  35. 35

    Target repeat offers using past concession purchases

    Use a fan's earlier food and drink purchases to send relevant promotions for the next match.

    Impact medium · effort medium

  36. 36

    Link matchday food purchases to fan profiles

    Tie cashless food and drink sales to the fan's club ID so concession data joins ticketing and merchandise data.

    Impact medium · effort medium

  37. 37

    Reward fans who scan their club ID at the till

    Give a small perk, such as a free coffee after several scans, to fans who identify themselves when buying food.

    Impact medium · effort low

  38. 38

    Open post-match food and drink to keep fans inside

    Keep selected outlets or a dining area open after the whistle so fans stay and spend instead of leaving at once.

    Impact medium · effort medium

  39. 39

    Extend stadium dwell time with early gates and food

    Open gates and outlets earlier with food and entertainment so fans arrive sooner and spend more before kick-off.

    Impact medium · effort medium

  40. 40

    Add F&B outlets in club-owned areas outside the stands

    Use club-owned concourse, plaza or museum space for extra food and drink points that serve fans away from crowded stands.

    Impact medium · effort medium

  41. 41

    Bring restaurant and bar tenants into the stadium precinct

    Lease space in or beside the stadium to restaurants and bars that trade on matchdays and the rest of the week.

    Impact medium · effort high

  42. 42

    Track a matchday fan cost basket each season

    Price a standard basket of food and drink every season and compare it with last year and with rival clubs.

    Impact medium · effort low

  43. 43

    Forecast stock from scanned entries, not tickets sold

    Base food and drink orders on actual gate entries, since many season ticket holders do not show up.

    Impact medium · effort low

  44. 44

    Add a player meet-and-greet to hospitality dining

    Include a short appearance by a player or legend in hospitality meals, an experience fans cannot get at home.

    Impact medium · effort medium

  45. 45

    Host pre- and post-game events with food vendors

    Stage short events around kick-off with food stalls, aimed at younger fans who value atmosphere and events.

    Impact medium · effort medium

  46. 46

    Plan stock by weather and fixture

    Hot-day and cold-day stock plans; derby volumes vs. Tuesday-night volumes.

    Impact low · effort low

    How to do it
    1. Record the weather, opponent and attendance for each match, beside what sold out and what was left over.
    2. Group matches into types, such as a hot day, a cold night, a derby and a midweek game, and note typical demand for each.
    3. Write a simple ordering guide for each type, listing which lines to increase and which to reduce.
    4. Check the forecast and expected attendance a few days before each match, and place orders using the guide.
    5. After each match, compare stock used with the plan, and refine the guide with what you learn.
  47. 47

    Redesign menu boards and signage

    Legible boards with anchored combos speed decisions and raise spend.

    Impact low · effort low

    How to do it
    1. Photograph every menu board and sign in your ground, and look at them with the eyes of a first-time visitor.
    2. Cut each board to the items that matter, with clear names, one price per item and combos shown first.
    3. Use large, high-contrast type, and place the boards where fans can read them while queuing, not at the till.
    4. Print or install the new boards at the busiest outlets first, and brief staff on the layout.
    5. Compare average spend, combo sales and time at the front of the queue before and after the change.
  48. 48

    Run seasonal and derby specials

    Limited items for big fixtures create urgency and social content.

    Impact low · effort low

    How to do it
    1. Pick a few big fixtures, such as derbies or seasonal matches, and decide on a limited item for each.
    2. Design the item with your kitchen, with a name and look tied to the occasion, and work out the cost and price.
    3. Order a limited quantity, so that scarcity is real, and keep the item available only on that match day.
    4. Announce it on social media and in match-day emails a few days before, and ask fans to share photos.
    5. Compare sales of the special with ordinary items and the overall spend per head, and plan the next special accordingly.
  49. 49

    Switch to reusable cup scheme

    Deposit cups cut waste cost and become collectible merchandise.

    Impact low · effort medium

    How to do it
    1. Count how many cups you use per match, what you pay for them and what the cost of waste collection is.
    2. Choose a reusable cup design and a deposit amount that fans will accept, and check your supplier can wash or replace cups.
    3. Set up a return point at every outlet and a simple process for refunding the deposit or keeping the cup.
    4. Announce the scheme to fans well in advance, explain the deposit clearly, and train staff to explain it at the till.
    5. Track how many cups are returned and kept per match, and compare the total cup and waste cost with before.
  50. 50

    Annual hygiene, allergen & compliance audit

    Documented checks protect the licence and the club's reputation.

    Impact low · effort low

    How to do it
    1. Gather your current licences, hygiene certificates and allergen records, and list any that are due for renewal.
    2. Ask a qualified person, internal or external, to inspect every kitchen, storage area and outlet against a written checklist.
    3. Record every finding with an owner and a date, and fix any serious risks before the next match.
    4. Check that allergen information is clear on menus and that staff know how to answer fan questions.
    5. File the documents in one place, repeat the audit every year, and report outstanding actions to the board.
  51. 51

    Replace printed menus with QR code menus

    Put QR codes on counters and hospitality tables that open a current digital menu, so changes and sell-outs update instantly.

    Impact low · effort low

  52. 52

    Push timely queue alerts through the club app

    Send a notification when concession lines are short, because most fans find current food and queue alerts mistimed.

    Impact low · effort medium

  53. 53

    Sell stadium tours with a food and drink add-on

    Package a guided tour with a coffee, lunch or tasting so visitors spend in the stadium on quiet days.

    Impact low · effort low

  54. 54

    Let family members pool loyalty points for food

    Allow households to combine loyalty points toward matchday food and drink, so families earn rewards faster.

    Impact low · effort medium

  55. 55

    Reward supporters who refer friends with food vouchers

    Give a matchday food voucher to fans who bring a friend, turning referral into extra attendance and spend.

    Impact low · effort low

  56. 56

    Explain any food price rise before it takes effect

    Tell supporters in advance why concession prices change, because unexplained increases can be judged unfair.

    Impact low · effort low

  57. 57

    Name a healthy kids meal after first-team players

    Create a nutritious children's meal presented as the choice of club players, tying healthy eating to heroes kids admire.

    Impact low · effort low

  58. 58

    Offer local restaurants a single ribbon-board asset

    Sell nearby food brands one low-cost stadium placement so they can test the club before a bigger deal.

    Impact low · effort low

  59. 59

    Partner with nearby bars and restaurants on matchday offers

    Agree joint offers with venues around the ground so fans eating and drinking nearby also feel part of the matchday.

    Impact low · effort low

  60. 60

    Create shared social seating areas with food and drink

    Add tables or lounge spots where groups can eat and drink together, since many fans come for the social side.

    Impact low · effort medium

  61. 61

    Sell shareable platters for groups of friends

    Offer platters and sharing boxes sized for groups, because most fans watch sport with others.

    Impact low · effort low

Which of these does your club do? Free scan Next: Merchandise & Retail