Food & Beverage

Freemans to introduce new F&B concept at Lord’s

Featured image credit: MCC

Freemans Event Partners is set to launch what it claims will be a brand-new sports stadium food and drink retail concept at Lord’s Cricket Ground later this year.

The new two-floor structure will bring a wide variety of food and drink options together under one roof at the London venue, giving spectators increased choice and, through the implementation of self-checkout kiosks, a significantly quicker service experience and less queuing.

The concept aims 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, with 36 seconds expected to be cut 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.

The latest venture comes as part of Freemans’ existing partnership with the Marylebone Cricket Club (MCC), owners of Lord’s. In May 2022, Freemans built on an initial trial period to secure a long-term partnership with the MCC to deliver a range of event solutions at the historic ground.

The multi-year contract followed a successful trial period held during 2021 and sees Freemans manage a major part of the public catering offering and all payment solutions at the venue.

Simon Hanna, chief operating officer of Freemans Event Partners, said: “We are committed to providing 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 Lord’s Cricket Ground is set to revolutionise how match-going 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 multi-cultural, and this new concept can be set up in order to suit the flavours and tastes of each of the visiting nations. Spectators can expect to see delicious curries when India, Sri Lanka and Bangladesh are in town, and more BBQ-inspired flavours when the likes of Australia and South Africa visit. We’re really looking forward to getting creative with the menus.”  

James De Groot, chief F&B officer at the MCC, added: “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.”