Epicurean delight for gourmands at Lord’s



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New F&B concept at Lord’s Cricket Ground Image: Lord's Cricket Ground

The Freemans Event Partners, the United Kingdom-based global multiservice event partner, is set to launch a brand-new sporting stadium food and drink retail concept at the Lord’s Cricket Ground in London, England (UK) in 2024, building on its existing partnership with the Marylebone Cricket Club (MCC).

‘LORD’S’ stated that 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.

Gloucester (UK)-based the Freemans Event Partners is a family- owned business that has been supporting and enhancing the best events in the United Kingdom and Europe since 1975. They are experts in multiservice event delivery bespoke to each event and venue. From building food and beverage (F&B) villages to developing payment solutions and connectivity, they cover every aspect of event delivery to enhance the eventgoers’ experience.

The 31,100-capacity Lord’s Cricket Ground, commonly known as Lord’s, is a cricket venue in St John’s Wood, London (UK). Named after its founder, Thomas Lord, it is owned by the Marylebone Cricket Club (MCC) and is the home of the Middlesex County Cricket Club, the England and Wales Cricket Board (ECB), the European Cricket Council (ECC) and, until August 2005, the International Cricket Council (ICC). The Lord’s is widely referred to as the ‘Home of Cricket’ and is home to the world’s oldest sporting museum.

The Marylebone Cricket Club (MCC) is a cricket club founded in 1787 and based since 1814 at the Lord’s Cricket Ground, which it owns, in St John’s Wood, London (UK). The club was formerly the governing body of cricket retaining considerable global influence.

London (UK)-based the European Cricket Council (ECC) is an international body which oversaw cricket in European countries other than the Test-playing cricketing nation of England, the only European Full Member of the International Cricket Council (ICC) for the duration of the ECC’s existence.

The Middlesex County Cricket Club is one of 18 first-class county clubs within the domestic cricket structure of England and Wales. It represents the historic county of Middlesex which has effectively been subsumed within the ceremonial county of Greater London.

London (UK)-based the England and Wales Cricket Board (ECB) is the national governing body of cricket in England and Wales. It was formed on January 1st, 1997 as a single governing body to combine the roles formerly fulfilled by the Test and County Cricket Board, the National Cricket Association and the Cricket Council.

The International Cricket Council (ICC) is the global governing body of cricket. It was founded as the Imperial Cricket Conference in 1909 by representatives from Australia, England and South Africa. It was renamed as the International Cricket Conference in 1965 and adopted its current name in 1987. The ICC has its headquarters in Dubai, United Arab Emirates (UAE).

‘LORD’S’ further stated that 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 the 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.

Stated Simon Hanna, Chief Operating Officer (COO), Freemans Event Partners, “We are committed to providing the 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 the Lord’s Cricket Ground is set to revolutionize how matchgoing 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 multicultural, and this new concept can be set up in order to suit the flavors and tastes of each of the visiting nations. The spectators can expect to see delicious curries when India, Sri Lanka and Bangladesh are in town, and more barbecue (BBQ)-inspired flavors when the likes of Australia and South Africa visit. We’re really looking forward to getting creative with the menus.”

Enthused James De Groot, Chief F&B Officer at MCC, “We are delighted to be working with the Freemans Event Partners to further modernize the matchday experience at the 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.”

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