FSM
Fan Experience
Transforming The Matchday Experience At The Terrace
The Terrace was introduced as a dynamic, digitally enabled fan zone to revolutionise the matchday experience at Brighton & Hove Albion Football Club.
Designed to deliver a seamless, digital-first customer journey, it offers premium food and beverage options while significantly reducing queue times and improving visitor flow.
With a focus on increasing average spend per head and aligning closely with the club’s identity and values, The Terrace also serves as a versatile, multi-use venue that extends its appeal well beyond football events.
Solutions And Features
Sodexo Live! led the transformation of The Terrace by seamlessly integrating hospitality expertise with cutting- edge digital innovation. Fans could place orders through multiple
channels, including an app, kiosks and bar terminals, resulting in 50% of transactions being digital.
Immersive digital infrastructure, such as dynamic screens, enhanced the experience with live menus, promotions and way-finding.
Strategic partnerships with brands like Heineken and American Express elevated the hospitality experience.
Staff were thoroughly trained, and a soft launch phase allowed for refinement before full rollout. Operational agility was further enhanced through live dashboards for real-time staff allocation, while continuous data review fed into the Sodexo Live! analytics platform to support ongoing optimisation.
8 FSM The results:
• £16.80 average transaction value on match days – a 30% increase vs. pre-Terrace baseline
• 10,000+ unique customers, with many repeat visitors
• 7.25/10 average customer satisfaction
• 60,000+ products sold
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