Case Study

Enhancing the matchday experience for football fans across the UK

This season, Sodexo Live! is elevating the fan experience at its partner stadia with a range of culinary and technological innovations.

This season, Sodexo Live! is elevating the fan experience at its partner stadia with a range of culinary and technological innovations.

At Fulham's Craven Cottage in the Premier League, supporters can select from menu items that celebrate local flavours. The star attractions are the bespoke smoked Fulham Frankfurter and handmade signature Fulham Sausage Roll, both exclusive to Craven Cottage on matchdays. These premium offerings showcase the best of local produce, featuring pork from the acclaimed Blythburgh farm in Halesworth, known for its ethically raised, free-range Large White x Duroc pigs. Developed with expert butchers and Sodexo Live! chefs, these signature items are smoked using Hickory chips. Complementing these local delicacies, fans can also indulge in new crowd-pleasers like the Buttermilk Fried Chicken Sandwich and Korean Glazed Chicken Wings.

Newcastle United's St James' Park has undergone significant upgrades during the summer, including a new stadium-wide EPOS system with mobile handheld devices in restaurants and self-serve collection points in retail areas. These enhancements aim to reduce queues and improve service efficiency.

American Express Stadium, the home of Brighton & Hove Albion, continues to lead in stadium innovation. Following the success of its frictionless retail store and self-serve beer wall, the venue is now home to the CHEFTOP-X, an AI-powered oven that produces perfectly crisp, oil-free chips in record time.

This technology, which was trialled last season, will also be implemented at St James' Park, showcasing the commitment of Sodexo Live! to share best practices across its venues.

These enhancements build on its track record of innovation, which includes sustainability initiatives like the "food waste to compost to crops" programme and award-winning hospitality experiences such as the Tunnel Club.

The Scottish Premier League’s Celtic Football Club and Millwall from the English Football League’s Championship also enhanced their matchday experience. Menu options for matchday kiosks include indulgent milkshakes that are desserts in their own right - a strawberry dream crowned with cream, marshmallows, sprinkles and a doughnut perched atop, or its chocolatey counterpart adorned with a classic Flake. 

For those seeking a kick, the Katsu Chicken Bites and Rice, garnished with fiery red chilies, promise to ignite taste buds and the rich aromas of a Chicken Tikka Masala, served with fluffy rice and warm naan are sure to please the supporters.

The innovation doesn't stop there. Cheeseburger loaded fries offer a satisfying twist on a classic, while the Indian Starter Box presents a treasure trove of flavours. As the season heads towards winter, supporters from both clubs will be able to warm up with Loaded Hot Chocolates, including a minty version featuring the beloved After Eight chocolate.

Meanwhile, fans at the New Den will also be able to continue enjoying a local favourite: Manzes Pie, Mash & Liquor as they roar on The Lions.

Everybody at Sodexo Live! is excited by how the football season is progressing across all leagues. Our Experience Makers are once again committed to delivering unparalleled experiences for football fans, whether they're attending Premier League, Scottish Premier League, or Championship matches.
Whether through mouth-watering food offerings or cutting-edge technology, we're constantly innovating to ensure the matchday experience at all our venues is second to none.

Claire Morris
CEO UK & Ireland at Sodexo Live!

This season, football fans can look forward to shorter queues, expanded menu options, and seamless technology integration, all designed to complement the on-pitch action and create unforgettable matchday memories.

In addition to its own culinary and technological experiences, as the season continues, Sodexo Live! will make the most of its partnerships with the likes of Women in Football and Green Football Weekend, to further enhance the fan experience across all levels of UK football.

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