London Stadium raise the beverages ‘Bar’

Image: London Stadium and Amazon Just Walk Out

Delaware North, the foodservice and hospitality provider at the London Stadium (London, UK), has announced the launch of a new bar powered by Amazon’s (a multinational technology company focusing on e-commerce, cloud computing, digital streaming, and artificial intelligence [AI]) Just Walk Out technology. The store, ‘Bar Tap’, is located by Kiosk 3 on Level 0 and is designed to help reduce the queues and speed up service giving the guests more time to enjoy the football matches and the live events.

‘LONDON STADIUM’ stated that in addition to improving the guest experience the Just Walk Out technology provides significant operational advantages including faster throughput during the peak periods, reduced shrink and the potential to increase sales by enabling a more efficient service.

Buffalo (US)-based the Delaware North is a global leader in the hospitality and entertainment industry. The company annually serves more than half-a-billion guests across three continents including at the high-profile sports venues, the airports, the national and State parks, restaurants, resorts, hotels, and casinos. Building on more than a century of enduring partnerships and a commitment to the local communities and sustainability Delaware North’s vision is to delight the guests by creating the world’s best experiences today while reimagining tomorrow.

The 68,013-capacity London Stadium is a multipurpose outdoor stadium at the Queen Elizabeth Olympic Park in the Stratford district of London (UK). It is located in the Lower Lea Valley six miles East of Central London.

The Queen Elizabeth Olympic Park is a sporting complex and public park in Stratford, Hackney Wick, Leyton and Bow, in East London (UK). It was purpose-built for the 2012 Summer Olympics and the Paralympics and is situated adjacent to the Stratford City development (a large-scale urban regeneration project in East London transforming the former industrial land into a mixed-use development).

The Amazon’s Just Walk Out technology is a checkout-free shopping experience that allows the customers to enter a store, grab what they need and simply leave without waiting in line or going through a traditional checkout process.

Maintained Marco Galer-Reick, Vice-President, U.K. Strategy Enablement and HR, Delaware North, “This launch is part of Delaware North’s global strategy to use best-in-class technology to elevate the fan experience. We’re committed to creating the world’s best guest experiences and bringing Amazon’s Just Walk Out technology to the London Stadium is another example of how we’re delivering on that promise. From faster service to less time waiting in line it’s all about making the live events even more enjoyable for our guests.”

Remarked Ryan Edge, Catering Services Director, Delaware North at London Stadium, “The fans hate missing a single second of the action and we get it! That’s why we’re constantly exploring the game-changing ways to supercharge their stadium experience. With Amazon’s Just Walk Out technology the fans can enjoy fast, seamless transactions, grabbing a drink, or snack, and getting back to their seats without missing a moment. We’re proud to bring this cutting-edge solution to the London Stadium.”

Shopping at a location powered by Amazon’s Just Walk Out technology is designed to be an efficient experience. The guests enter the store by using their mobile wallet or credit card at the entry gate and the technology detects what the shoppers take from or return to the shelves creating a virtual shopping session. When the guests have completed their shopping experience they are able to leave the store without having to wait in a traditional checkout line and their choice of payment method will be charged for the items they took with them.

‘LONDON STADIUM’ further stated that the new bar, which launched at the recent sold-out Iron Maiden (English heavy metal band) concert, offers a wide selection of grab-and-go beverages including beer, cider, ready-to-drink spirits, and soft drinks.

Amazon’s Just Walk Out technology leverages artificial intelligence (AI) and machine learning, including computer vision, to accurately identify the items selected by the shoppers. The system has been trained using extensive datasets that cover a wide range of store formats, the lighting conditions and the shopping environments.

Added Gary Bell, Commercial Director, London Stadium, “We are committed to improving our event day experience and giving the fans the best possible customer service at our venue. Amazon’s Just Walk Out technology allows us to do just that cutting down the wait times and allowing the fans to get back to the action faster. What better place to have rolled this out than at a soldout Iron Maiden gig!”

Delaware North first introduced Amazon’s Just Walk Out technology in 2021 at the company-owned-and-operated 19,580-capacity TD Garden in Boston (US) and has since expanded to several major sports and entertainment venues around the world including the 100,024- capacity Melbourne Cricket Ground in Melbourne, Australia, the 18,300-capacity Climate Pledge Arena in Seattle, Washington, the 17,255-capacity UBS Arena in Elmont, New York, the 20,000-capacity Bridgestone Arena in Nashville, Tennessee, and the 40,300-capacity Globe Life Field in Arlington, Texas – all in the United States (US).

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