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Sodexo Live! enhances fan experience for Brighton & Hove Albion supporters

2nd Jan 2024 - 06:00
Sodexo Live! enhances fan experience for Brighton & Hove Albion supporters
Sodexo Live! has made a ‘significant investment’ at the American Express Stadium, to further enhance the experience for fans and guests alike.

A new frictionless store was launched in December 2023, which allows guests to walk up scan their payment device (card or phone), grab what they want and then simply walk out to complete their purchase. Items available include a selection of beer, lager, cider, soft drinks, pies and sausage rolls from local favourite Piglet’s Pantry.

Approximately 60 supporters got to try out the facility and share their thoughts and feedback. They said:

  • First impressions were really good – it’s going to speed things up on matchdays.
  • People won’t have to wait in a queue, which is great!
  • The speed of it is what’s going to improve things for me as a fan.
  • We can get what we want and go and watch the match – it will be great.
  • Our first impressions were very smart, very modern, very clean looking. Quite sophisticated.
  • I think it’s going to benefit fans. I think this could really make it easier for those people to just go in, get their simple pies and pints and leave very quickly.

David Trotter, divisional managing director (sports & stadia) at Sodexo Live! UK & Ireland, commented: “Sodexo Live! is the global leader in the live industry, for good reason. We serve tens of thousands of customers each week and are always looking at new innovative ways to benefit our customers and venue partners. 

“Our customers are at the heart of all we do, which is why we wanted to invite a selection of supporters to come and try the frictionless store ahead of a general opening. That way we could refine and ensure it meets their needs. Feedback so far has been great, and we cannot wait to look at other initiatives in the future to further benefit all our partners and customers.”

Written by
Edward Waddell