From fast food classics to steak, sushi and salad, stadiums are revamping both their facilities and their menus to span street food and chef-led restaurants. JLL Real Views explore how stadiums are upping their game and what it means for the fans.
When London’s Tottenham Hotspur Stadium opens, the 62,000-seat space will be home to a vast range of eating choices, including fine-dining menus designed by Michelin-star chefs, grills and barbecues, and an in-house craft brewery.
“Stadiums are investing in their catering as they play catch-up with other leisure and entertainment destinations, and we’re seeing a massive increase in the variety of their menus,” says Ken Higman, Director at JLL Foodservice Consulting.
Where general admission concession stands were once confined to hot dogs and burgers, today’s stadiums are not only improving the range of classic fare on offer, but they’re increasingly offering vegetarian options and food flavours from around the world. At Seattle’s Safeco Field, for example, a menu designed with local restauranteur Ethan Stowell includes Taiwanese street food, lobster rolls, and brownies, cakes and ice-cream from local artisans.
On-site bars, often tied by licensing rights to serve a single beer, are widening their range to include specialist beers – and at the Brighton and Hove Albion Stadium, the away stand serves a rotating line-up of beer local to the visiting team.
“Customers are growing increasingly food-savvy and they want – and expect – variety and quality,” Higman says. “Enhanced catering is a way to attract fans to arrive earlier, extending the time spent at the stadium, and, ideally, driving revenue.”
Click here to find out more about how stadiums are refreshing the food on offer on match day.