PANSTADIA & ARENA MANAGEMENT 2ND QUARTER 2017 CHANGING TASTES Food service operations are undergoing major changes as stadia and arenas adapt to changing tastes. John Sheehan talked to Professor David Russell of the Russell Partnership about the Latest developments. Jn army marches on ts stomach," 3s the Saying goes, and this Is true for the armies of fans that pack Into sports verues every day around the world. Food is atop priority for fans, and as verve operators bid to attract andretaln them, something they can turn to enhance the fan experience is thelr menu. From the Dodger Dog at the Dodger Stadhum In Los Angeles, tothe ple anc beer at football matches across Europe, food ard drinks on offer at stad have followed something ofa traditional pattern across the years. But tres are changing and tastes becoming more sophisticated. To keep Up with these changes in fen behaviour, afar greater variety of food and beverage options are now being offered ‘Tottenham Hotspur’s new stadium at White Hart Lane In London wall feature menus created by the Iconic Roux fami, a well as a specially butt cheese room. Stadums and arenas everywhere are adapting to change and offering a wider varlety of choice than ever, Professor David Russel, Chairman of the Russell Partnership Collection has been atthe sharp end of the food and beverage sector for more than ‘wo decades, Hs breadth and depth of experience within the Industry 's highlighted through his work renowned sporting venues as diverse a Ascot Racecourse, Twickenham ‘Stadhum, Tottenham Hotspur FC, Arsenal ‘FC and the Crystal Palace National Sports Centre ‘The Russell Partnership Collection Consists of two consuiting and two technology businesses. The Russa Partnership Is the Uk's leading major events food and beverage consulting company, end at present has In excess of 400 clients worldwide. RP have consulted, worked alongside and managed major global events, stadia and large-scale food operations such as the London 2072 Olymple Gemes, The Socht 2014 Winter Olympic Games and The Rugby Wortd Cup 2015. in 2015, RP were appointed as the food and hospitality consultants for EXPO 2020 Dubai, where they will be overseeing delivery of 50 milion meals over 173 days FOOD STRATEGY Russell oversaw and managed the development ofthe food and beverage strategic drection within Ascot Racecourse. David was responsble for ensuring that food styis, outlet positonng and price points were aligned with customer expectations, venue \ogtstcs and operational protocols. “We focussed on the quoilty of food and beverage, sustainability and local provenance, "he sald “We did the same type of strategic planning for Wembley, working ‘alongside Delawore North and the FA In terms of where food should and could ‘be posttioned —we have seen some ‘radical changes at Wembley over the last couple of years." thin Twickenham Stachum, RP analysed the existing bushes and Infrastructure capablites to deliver five-to-terryeor strategies relating to the developments in infrastructure and the evolving nature of food styles within staclum environment. Russell sai: ‘When delvering recommendations, we do look at ttfrom a research and long-term RP do an enormous ‘rnount of work around the workd in terms of researching food trends ond andl how we con best opply that to our project brief. "Alot of traditional food| thin stadlums hove been developed because of what we would define as ‘evolutionary hard-wiring =the way in which we are biologlcall predisposed toreact when we are exposed to sspecfic food and beverage items In these venues. The ‘golden’ rato of high ‘sugar, fat and satt is irresistible to our ancestral brains, and es such we often give in ond ‘treat’ ourselves to burgers, fries, hot-dogs and refined snacks. ">PANSTADIA & ARENA MANAGEMENT 2ND QUARTER 2017 "We have hobttucl, Ingrained responses to the way In which we opproach nutritlon~ andi often we're quite ‘pathetic bout it when we're In on ‘erwironment where we're soctlly engaging, such as @ stadium. “We can't knock where we have come from in terms of food ot stadlums, because the verues are futfiling the demand generated from sporting fons. For us the ane big message is bout understoncing that evolutionary hhard-wiring and implementing food and beverage thats stl ‘appealing but is alsa nutritionally viable. (Over time, Implementing concepts that complement the human predisposition, societal norms and occasion- ‘propriate behaviour wil have a mossive effect on the way in which we eat at stadlums around the world.” RE-ENGINEERING Russel sald, however, that Ways of serving food are changing and alt of effortisbelng put nto re-engineering tradtiona thought. “Over the long-term, itis Ukely that stodlum stoples such as burgers, hat dogs and fish ard chips wil always be part of the experience. However, there Ison opportunity to toke that trodtional cheeseburger and deliver @_produc that i nutrtlonally viable, delitous and conducive to stable energy levels forthe fons. Swapping beef with free-range chicken, adding avocado or utilising @ wholegrain bun can delver the same product, but na sightly Afferent way to ensure we're movieg the concept forward. “This hord-wirng isan important part of how we have historically behaved ‘nd condtioning is fundamental to how we are behaving today. Through food, ase we are trying to change our thoughts cand otttudes to ensure thatthe sports we're watching on the field, n terms of prime performance of athletes, can also be related tothe food we are eating. He sald there would not be an instant change in attitudes, but that there ‘would be on evolutionory change as we become more knowledgeable in to the nutritional volue of food and as ur paradigms instinctively evolve, “I think thot plays out, becouse the research we have done in other countries shows this. In ind, For example within stodlums they are enjoying freshly cooked, outhentic shes. You can see them serving fresh bread and snacking on sunflower seeds; they are doing this because they ‘have been brought up ond therefore conditioned Ina society that habitually consumes wholesome foods within sporting events. “As we slowly evolve cur consciousness about what we should eat in stadiums. In the presence of heolthy and ellte athletes, we wil see Western attitudes adopt accordingly. “This change will not hoppen overnight but in 10 years’ time, | think we wl ‘genuinely see quite o shit." FAN ENJOYMENT Over the last few years, Russell said that many things have changed within sporting venues that aim to improve the fan experience in relation to food and beverage buying. “Wie all associate stadlums with large ‘queues, However, If you mininise ‘the number of food items on your food menu and utlse technology to assist with pre-ordering, pre-pay ‘nd go cashless, that all helps to redhice waiting times and improve postive perceptions. “Furthermore. if you develop a healthy ‘range of food and beveroge and there Ison element of integration of local suppliers, you can break up large groups ‘and entice them to go to smoaler venues. “We used to beleve it was right to have one bg venue where everyane ‘could goto. There ae alot more bespoke inlvidual kiosks operating ‘now at Wembley which have broken up large queves. “The small dfferences make a huge Impoct over time, and | think we're seeing ‘hat through not only the physical change In food, and through the ablity to be able toutilse sensory expertences. Cutting edge customer experience coltrations low us to influence the sounds ond ‘smells of those environments, ond deliver on opportunity to differentiate how we would have historically perceived these spaces.” TECHNOLOGY TRENDS Russell sald there are two sides to the technology equation: one from the operators’ perspective and one from the fare’. From the operators’ point of View, technology enables the ‘opportunity to gather higherlevels of information In regard to ‘customer habits, which can then be utilised to Improve customer ‘experience outcomes, “Menu engineering data such a5 purchasing patterns and average spend Js fundamental in delivering operational enowledge and customer experience optimisation opportunities. “Verteca put together some effective ‘nolysis of data whichis in verues such ‘as Wembley, that deliver the oblity to see peoks and troughs in certain food types. “This information provides an portunity to produce food n smaller pockets, deliver freshness, 0s opposed to preparing al! food types fn 45 minutes and holding te unt it 's purchosed. “It starts to identify what ts needed before a game, during @ game and after o game. tt delvers the patterns thot historically we have not been able to occess. Having that data certainly increases the quality of the customer experience.” Russell sald technology from the customer point of view's probably stil ahead in the United States in terms of ‘the way n which pre-ordering, pre-pay and loyalty schemes are being utlsed He edded: “Butt ls creeping into the UX. The abity to have the fast-track ‘payment Unes hes made a ofference ‘at Twickenham and at Wembley for people to be oble to get to drinks or food. “The sector has gone from enthusiastic novices to being able to hove scientific data which gives us the abilty to make decisions that form our approach, and 5 a resutt gives us the opportunity ‘to handle customer service at a much higher level.” Russel sald all ofthe systems belng Implemented deliver better customer service and for the operator the ablity to manage outcomes more effectively ‘SMART STAFFING nine systems are now avalable to ‘manage staff and bring n staff who are already trained through STEMS, the online induction programme Russell sald: “You are able te bring staff in knowing they're galng to be able to do that job effectively. You're Increasing the quality of your own teams but you're also belng very efficient nthe woy you are able to uitlise your workforce to do the fob they need to do, "Production technology of food is ‘iso changing, because now we can better understand the lows, the peaks ‘nd the troughs that meon we're able to minimise waste in terms of those activites “There Is no need to produce 500 fish and chips five minutes before holf time, because you anticipate selling mare than you thought. You know the numbers you need to produce ond you prockice them in smaller batches. If you took labour, which used to be high woste In terms of cast, andthe excess labour you had to bringin that is reduced, Food cost is reduced and the abt to understand what the customer wants oiso gives you the ablity to Increase the level of customer satlsfoctlon, “We hove seen that improve bottom Aes by 5-6% which In a stochum is sigaficant becouse they are very hord venues to run.” TOTTENHAM HOTSPUR Russell has been Involved with Tottenharn Hotspur inthe past andthe is»www.psam.uk.com {excited about the opportunity thelrnew with elther Albert, Michel Jr or Emity ot stadum offers. personally overseeing te service “think Tttenharn have got on every and engaging with guests absolutely fantostic opportunity to ‘At other matches, the menus will freok new ground interms of where be created by bot celabrated and they are going = !krow they are Upcoming guest chefs tobe announced, The Roux amily fs renowned for wading fordoa ° opening the frst two restaurants In Experiences that can be found On Four Brita to hold three Michelin stars. “There isa great opportunty for them clue the flagship restaurant and Mere to start pushing the bor with thelr lounge The H Cub With the vison tobe Michel Roux sald: “We're excited rw idets which look focussed ond thatbest premium offerrg at any sports ‘0 embark on this new venture with Well thought through. Itwilbe avery venue, The W Club Members aditherTotenham Hotspur ard lok forward diferent experlence ond wilattract gests cen selact from five diferent. delverng our fire ning to their different groups of indvculs think ting experiences: customers On Four wil give a greter variety of choke. an feral brasserie sty “This the fist te we have partnered “Thay ae going to be breaking some experience; with sports stactum ands cata tars ets an manele het ve unten Sapowdictre steescereess Petts fre dg _— vancaenen ue repent bts dette Cneaprunty wéreat teCehs ac ee ine etadine evolution ond about those small ‘Table with ther food being prepared design of the kitchens within the new changes that over a period of tine we ‘on views ‘stedlum and look forward to developing will grow to expect.” > The Players? Table experience where our menus for quests to enjoy In The H Tottenham Hotspur ands offical (guests can dine alongside legendary Club, Super Sultes and Loge Gn Four.” catering partner Levy Restaurants former Tottenham Hotspur players; Reflecting Tottenham Hotspurs UK, are bringing In the Roux Farnity to } Informal bar food for the occasions approach to local community showcase thalr world-renowned fine where Members would prefer alight engagement Levy Restaurants UK ding experience at the club's new option or are short on time. will aso seek to work with local stadlum, which set to open In 2018 artisan producers and suppliers while Also avallable On Four willbe Super arangreatenaeth ‘The venue will feature a range of Sultes that can be fully customised Michalin-callsre ding experiences nits by an nterlor designer to reflect an named and emerging >> On our lounges and sutes located on indMidua’s or brand's values, and Loges Level 4 of the stactum that offer the ntracy ofa private ‘The On Four concept aims‘to redefine ng experince with access to the premium experience within sports members! lounge bar and entertainment, with Micheln-calbre for networking. ding avaliable across ts range. Guests at On Four wil also enjoy exceptional surrouncings, attentive service and great seats and views to enjoy the match ‘At 12 Tottenham Hotspur matches per season, the entire (On Four menu wil be designed and prepared by the Roux ferly and ther tear of expert chefs,chefs for the retall and hospitality concepts. The partnership wil create 50 full-time serior positions and 1400 match day Jobs within the catering and hos arees, playing an important role In kgenerating employment within the Local Tottenham area - akey driver the club's stadum project ONE TWENTY CLUB Not to be outdone, Club Wembley has recently launched Its new One Twenty (lub, ahead of ts opening next season, Providing hospitality for just 120 select members and ther guests, One Twenty Is set to become the most prestigious club in Wembley's history, setting a new standard in hospitality, with unparalleled service, seats and experience at England's national stadlum, Wembley Stadium connected by EE The ultra-exclusive new club s proving to be lust the ticket for football fans who want an opportunity to be part of a ew era for hospitalty at Wernbiey. The exclusive private member's club has been designed by KSS Design Group, ee eee Cea) urtous private member's club 's essentially English and uniquely \Wernbley. Orawing on the Englsh sense of pride and humour, One Twenty’ exclusive lounge, bar and dining area has been designed to delWer hame comforts and a sense of sporting history within @ sumptuous environment. Members can enjoy spectacular four-course meals from leading chet Mark Reynolds served In the private restaurant overiocking the pitch, whist Champagne House Laurent-Perrier will serve thelr full range of champagnes In the bar. Designer detalls and stylish touches have created a distinctive venue comparable to the best members clubs In London Head of Club Wembley. Nick Read, ‘sald: "One Twenty is @ fentastic new concept for Wembley. We wanted to redefine the matchday experience and create one of the leading hospitalty spaces in London, The significant sales of One Twenty demonstrate the appeal of this most exclusive of private ‘members clubs.” ne Twenty members are guaranteed premium seats at the best fixtures andar, Including Cup Semi-Finals and Finals and all England Serior Men's Home internationals. m