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London Stadium to run beer monitoring pilot through Floteq link-up

Featured image credit: Dan Poulton on Unsplash

London Stadium, home of Premier League football club West Ham United, has teamed up with Australian startup Floteq Technologies to monitor beer lines in hospitality locations throughout the venue.

In conjunction with Delaware North, the stadium’s food and beverage services operator, London Stadium has entered into a pilot programme for a supply and partnership with Floteq to guide its digital transformation of draught beer taps and refrigeration.

As part of the link-up, Floteq will provide hardware and business analytics software to monitor consumption of draught beer in the stadium. The company’s Internet of Things solution relies on the CATM1 network rolled out by Vodafone, 3 and O2 networks in the UK.

Miles Lazic, chief executive of Sydney-based Floteq, said the company’s solution will allow stadiums to transition to “leaner and smarter” operations compared to before the COVID-19 pandemic.

The system focuses on providing consistent pressure and temperature to avoid flat or frothy beer, while delivering a “clean and crisp” taste. Floteq will enable London Stadium to greatly reduce wasted beer and considerably lower power consumption.

Installation of the technology will provide London Stadium with real-time data into consumer behaviour, as well as live insight into brand integrity and consistency of beer consumed on the premises.

Elliot Moore, general manager at Delaware North, said: “This pilot with Floteq will allow us to look at our service from a business and consumer perspective. Firstly, to provide the best possible product to the visiting customer across the full range of beverages on tap. Secondly, improving efficiencies on wastage as well as a reduction in energy consumption, an incredibly important challenge for all businesses in the current climate.”