Amsterdam’s Johan Cruijff ArenA, home of Eredivisie football club Ajax, has appointed hospitality company Levy Europe as its new public caterer.
As part of the agreement, which begins on January 1, Levy Europe will work with the stadium to redesign its catering offering with a wide range of food and drink experiences delivered through “innovative” services.
Johan Cruijff ArenA will become the first stadium in the Netherlands to offer a range of self-service options, including a checkout-free kiosk and self-order screens. An enhanced menu will also be provided, and a group of Ajax supporters will take part in a trial tasting session prior to the first match in the new year.
The checkout-free kiosk and self-order screens will initially be introduced in the Second Ring on the eastern side of the stadium from January, with a phased approach being deployed in the rest of the venue throughout 2024 and 2025.
Levy Europe will be leading operations at Johan Cruijff ArenA and will be supported by its locally based colleagues at Compass Group Netherlands.
Levy Europe said it has been selected due to its net zero targets, which align with the stadium’s sustainability goals. In June, Johan Cruijff ArenA announced the launch of a new international sustainability standard for events and event locations as part of a link-up with Rotterdam-based GSES.
The Global Sustainable Venue Benchmark (GSVB) intends to be a measurement and verification process that tracks the sustainability of organisations, events and suppliers.
As well as football matches, Johan Cruijff ArenA hosts concerts, and next year it will stage three Taylor Swift shows and two P!nk shows.
Tanja Dik, chief executive of Johan Cruijff ArenA, said: “We are keen to give all our visitors, from Ajax supporters to P!nk fans, an unforgettable experience. That is what we are all about here at the Johan Cruijff ArenA.
“Which is why we have teamed up with leading catering partner Levy Europe to take the next innovative step towards providing our guests with a great degree of customised convenience, service and event catering.”
Jon Davies, managing director at Levy Europe, added: “Securing the public catering for the iconic Johan Cruijff ArenA is not just an exciting win, it is testament to our commitment to expanding into Europe. We are thrilled that the Johan Cruijff ArenA will be a flagship site and with our shared passion for the planet we can showcase together that things can be done differently.
“We can’t wait to bring our market-leading taste of passion and innovation to the stadium and its fans. This partnership is not just about serving food and drink, it’s about creating memorable experiences that elevate every moment within the walls of the ArenA.”