Sodexo Live! win innovation award for tech-based food solutions at Brighton & Hove Albion FC

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Sodexo Live! win innovation award for tech-based food solutions at Brighton & Hove Albion FC

Club partners Sodexo Live! and Brighton & Hove Albion Football Club received the innovation award at the 2024 Foodservice Cateys for the introduction of a series of new technology solutions, which is elevating the customer experience for football fans at the club’s American Express Stadium (Amex).

Over the past year Sodexo Live! has revolutionised the foodservice experience at the Amex by introducing a range of tech-based innovations. The judging panel said: “This was a hard-fought category with some outstanding entries. It’s no surprise in today’s market that the winner is a tech-based innovation. This is the future and will transform the customer experience”.

The first innovation saw the Amex become the first Premier League stadium in Europe to introduce permanent fixed EBar Beerwalls. These automatic beverage dispensers allow fans to serve themselves a variety of drinks while under supervision. During busy match days this has reduced service time to under 30 seconds for two pints and allowed more fans to be served in less time, as well as freeing up staff to focus on customer service.

Secondly, the launch of a frictionless store has allowed fans to enter, choose their items and leave without a traditional checkout. The store makes use of artificial intelligence to automatically bill supporters and has significantly sped up the transaction time for fans in a busy environment.

Finally, Sodexo Live! trialed the use of air fryers to serve freshly-made chips. These were first served at the last game of the last Premier League season and proved highly popular with fans.

These innovations have had clear results. Sales data shows a 35% increase in total revenue from food and beverage sales from the previous average. Meanwhile, social media analysis showed a 45% increase in positive mentions about the foodservice experience at the Amex while customer surveys showed a 40% rise in positive feedback about the food quality and experience.

Claire Morris, CEO Sodexo Live! UK&I said: “Huge congratulations to our team and partners at Brighton & Hove Albion Football Club. Together we have successfully introduced new food solutions that represent a significant leap forward in innovation for the food service industry in a stadium environment.

“These advancements have not only improved operational efficiency and customer satisfaction but have also set a new standard for food service excellence at large-scale events. The success of these initiatives underscores our commitment to continuous innovation and customer-centric solutions, powered by sophisticated data and analytics to drive informed decision-making.”

Sodexo Live! was also shortlisted in two other categories at the Foodservice Cateys. Its team at Newcastle United Football Club were finalists in the Front of House Team of the Year and Retail, Leisure & Caterer of the Year.

See more about the facilities at Brighton & Hove Albion FC