English Championship football club Millwall has introduced the first fixed permanent self-serve EBar Beerwall facility at a European stadium.
The venture has been made possible through Sodexo Live!, the club’s venue partner at The Den in South London since 2012, where it offers retail food and beverage services.
UK startup EBar’s Beerwall is a fully automated self-serve drinks facility or kiosk, which can deliver two pints in 30 seconds. It was designed to transform the bar experience at large events and venues by providing a quick and simple way for customers to purchase a drink. Along with pouring the perfect pint it also claims to reduce costs, cut queues and increase keg efficiency.
While Millwall has claimed the first permanent installation, fellow Championship club Huddersfield Town trialled Ebar’s offering earlier this season. Millwall’s chief operating officer, Billy Taylor, said: “We are continuously looking at ways to improve the matchday experience for fans at The Den and the installation of EBar Beerwalls is another positive step forward in doing so.
“We understand the need to reduce queue times and create a smoother purchasing process for supporters which we believe can be achieved with our new EBar.”
Nick Beeson, managing director of Ebar, added: “It has been a pleasure to work with Sodexo Live! to deliver these stand out facilities. To be a European first, highlights the forward-thinking approach of Sodexo Live! and echoes our own EBar ethos – always wanting to lead the way and put the customer front and centre.
“We look forward to hearing more positive feedback from fans and working with Sodexo Live! on more exciting initiatives in the future.”