FREEMANS EVENT PARTNERS TO INTRODUCE UNIQUE FOOD & DRINK RETAIL OFFERING AT LORD’S

Freemans Event Partners, the UK-based global multi-service event partner, is set to launch a brand-new sporting stadium food and drink retail concept at Lord’s in 2024, building on its existing partnership with MCC.

The new two-floor structure will bring a wide variety of food and drink options together under one roof, giving spectators increased choice and, through the implementation of self-checkout kiosks, a significantly quicker service experience and less queuing.

The concept is set to streamline the purchasing process, including a bar/drinks outlet on one floor and takeout self-service food on the other. All items can be purchased in one location in one transaction, meaning more time can be spent watching the action out on the field.

This increased efficiency will provide a quick and easy process for spectators, with a wider choice all in one place, and is expected to cut 36 seconds from the average transaction time. 

The outlet is set to be introduced in May ready to be used by the 500,000 visitors that come to Lord’s each season for the domestic and international cricket matches, including England Men’s internationals against the West Indies, Sri Lanka and Australia, and the England Women’s match against New Zealand.

Simon Hanna, Chief Operating Officer, Freemans Event Partners, said: “We are committed to providing sports fans with the best matchday experience possible, and a key part of this is focused around food and drink. This innovative new concept at Lord’s Cricket Ground is set to revolutionise how match-going fans purchase food and drink at the iconic venue, giving them greater choice and reducing queues, ensuring they can get back to enjoying the action as swiftly as possible.

“The game of cricket is wonderfully multi-cultural, and this new concept can be set up in order to suit the flavours and tastes of each of the visiting nations. Spectators can expect to see delicious curries when India, Sri Lanka and Bangladesh are in town, and more BBQ-inspired flavours when the likes of Australia and South Africa visit. We’re really looking forward to getting creative with the menus.”  

"With customer experience at the heart of what we do, we believe that this fresh and modern concept will bring a new energy and feel to matchdays"

James De Groot, Chief F&B Officer at MCC, said: “We are delighted to be working with Freemans Event Partners to further modernise the matchday experience at Lord’s.

"With customer experience at the heart of what we do, we believe that this fresh and modern concept will bring a new energy and feel to matchdays, while reducing queues and improving the overall spectator experience.”