Brentford FC

Project Overview

This project was unique as Brentford FC became the first football stadium in the UK to implement self-ordering kiosks across its main bars. All traditional tills were replaced with kiosks across 12 different bars, enabling a seamless ordering experience for fans.

The new kiosks allowed pre-ordering for half-time, meaning orders could be collected instantly during half-time with minimal queuing. This reduced queue times, cut staffing costs, and naturally encouraged upselling, increasing the average basket value.

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My Responsibilities

• Managed the rollout of self-ordering kiosks across 12 stadium bars
• Defined pre-ordering and half-time collection workflows
• Organised staff training on kiosk usage and troubleshooting
• Monitored performance metrics such as queue times, sales uplift, and average basket value
• Ensured a smooth fan experience and operational efficiency during match days

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Implementation

The project involved replacing all traditional tills with self-ordering kiosks in 12 bars. Integration with the stadium’s existing payment and inventory systems ensured accurate transaction processing. Pre-ordering functionality was implemented to handle peak half-time demand efficiently.

Staff were trained on-site to support fans using the kiosks, and a team of 2 project staff was scheduled across match days to provide technical and operational support.

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Results

• First football stadium in the UK to successfully implement self-ordering kiosks
• Reduced queue times and staffing requirements during peak half-time
• Enabled pre-ordering functionality for half-time orders
• Increased average basket value through natural upselling on kiosks
• Delivered a smooth fan experience across multiple bars during match days

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