{"id":31885,"date":"2025-08-05T06:55:48","date_gmt":"2025-08-05T06:55:48","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&#038;p=31885"},"modified":"2025-08-05T06:55:56","modified_gmt":"2025-08-05T06:55:56","slug":"the-uks-first-self-checkout-stadium-retail-experience","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2025-shortlist\/the-uks-first-self-checkout-stadium-retail-experience\/","title":{"rendered":"The UK\u2019s First Self-Checkout Stadium Retail Experience"},"content":{"rendered":"<!-- blocks\/hero-editorial -->\n<!-- inc\/hero-editorial -->\n<div class=\"hero es-hero__editorial hero--var-1\" role=\"banner\">\n\t<div class=\"hero__image\" style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2025\/08\/1746111598-Copy-scaled.jpg);\">\n\n\t\t<div class=\"hero__overlay grad-overlay content-bottom\">\n\t\t\t<div class=\"container\">\n\n\t\t\t\t<div class=\"hero__content\">\n                    \n\t\t\t\t\t<div class=\"hero__content__inner\">\n\t\t\t\t\t\t                            <p class=\"es-label es-label--md\">\n                                \/\/ SHORTLISTED                            <\/p>\n                        \t\t\t\t\t\t<a href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2025-shortlist\/\" class=\"theme-dark hero__back-link back-link es-label es-label--sm\">\n\t\t\t\t\t\t\t<span class=\"icon icon--md icon--arrow-left\"><\/span>Fan Solution<\/a>\n\n\t\t\t\t\t\t<h1 class=\"hero__title\">The UK\u2019s First Self-Checkout Stadium Retail Experience<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n                  <div class=\"hero__logos\">\n              <ul class=\"hero__logos__list\">\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2025\/08\/LSA-Website-Logos-10-300x169.png\" alt=\"\" \/>\n                                                <\/li>\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2025\/08\/LSA-Website-Logos-11-300x169.png\" alt=\"\" \/>\n                                                <\/li>\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2025\/08\/LSA-Website-Logos-9-300x169.png\" alt=\"\" \/>\n                                                <\/li>\n                                <\/ul>\n          <\/div>\n        \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                            \n                            \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><p>Freemans Event Partners, FEP PAY and Marylebone Cricket Club (MCC) have transformed the retail catering experience at Lord\u2019s Cricket Ground with the launch of the Food Village. Introduced in 2024, the Food Village is the first fully integrated self-checkout retail space at a UK sports venue. It was developed to reduce queues, increase dwell time, and deliver a premium food and drink offer that matches the prestige of the Home of Cricket.<\/p>\n<p>Designed and built by Freemans Event Partners, the Food Village is a two-tier, purpose-built catering destination. The ground floor features 20 self-service tills offering hot meals, cold grab-and-go items, high street brands, and matchday-specific menus. The upper deck includes a semi-outdoor bar with seating and views of the Nursery Ground, as well as an ideal branding opportunity for sponsors.<\/p>\n<p>The development was shaped by extensive market research and global insight, including a study tour to the Moody Center in Austin, Texas, and food safaris across key cities. Fan feedback, footfall analysis, and transaction data informed every element of the layout, menu mix, and staffing model. The goal was to eliminate traditional queuing, offer broad F&amp;B variety, integrate smart technology, prioritise sustainability, and maintain the heritage feel of Lord\u2019s while meeting modern expectations.<\/p>\n<p>FEP PAY self-checkout technology has enabled fast, frictionless service, improved basket size, and created new brand engagement opportunities. High street names including Costa Coffee and West Cornwall Pasty Co. boost appeal and increase average spend. Sustainability has been built in through carbon labelling with Klimato and reduced vehicle movements.<\/p>\n<p>Since launch, queue times have halved and transaction times now average just 45 seconds. Average spend is up 13%, supported by an intuitive checkout journey and carefully curated menu layouts. Lower-carbon meal selection has increased by 53%, while staffing has been streamlined to improve guest service.<\/p>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <\/section>\n\n\n<!-- blocks\/form-embed -->\n<section\n  class=\"hero hero--var-1 hero--secondary hero--custom-content section-form-embed\"\n  id=\"enquiry\">\n    <div\n      class=\"hero__image\"\n      style=\"\"\n    >\n        <div class=\"hero__overlay grad-overlay\">\n            <div class=\"container col-parent col-parent--stack-sm col-parent--flex--v-center\">\n                <div class=\"hero__content  left-side col col--6-w-gutter\">\n         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class=\"hero__content__custom col col--6-w-gutter right-side theme-light\">\n                    <p><iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/info.leadersinsport.com\/l\/856843\/2025-02-14\/3bmqxk\" width=\"100%\" height=\"750\" frameborder=\"0\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n                  <script defer>\n                    window.addEventListener('DOMContentLoaded', () => {\n                      const form = document.querySelector(`iframe`);\n                      if (form) {\n                        \/**\n                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