Fan Experience
FSM
Insight-Led Food Strategy Tailored To Fans The Challenge Brighton & Hove Albion FC wanted a food and drink offer that would reflect local tastes, stand out from the competition and encourage spend across both matchday and non-matchday audiences.
Our Approach We developed a customer-led food strategy, using fan insights to shape menu choices, pricing and presentation. We crafted a customer-led food strategy shaped by fan insights, guiding our approach to menu design, pricing and presentation. By identifying pricing gaps, dish count opportunities and category white spaces, we aligned our offering with trends from high-street food halls and stadium venues to elevate the overall experience.
Premium Choices, Elevated Flavours Guests enjoyed an upgraded food and drink offer, featuring craft beers, signature cocktails and exclusive partnerships with Heineken and American Express. The focus on quality
ingredients, distinctive flavours
and brand-led experiences created a premium yet welcoming atmosphere.
Conclusion
Smart, local, scalable. A bold step forward in fan-first food. The Terrace is more than a fan zone, it’s a scalable blueprint for stadium innovation.
By combining smart tech, behavioural insights and hospitality, Sodexo Live! and Brighton & Hove Albion FC have created a flexible, future-ready venue mode that’s already influencing fan zone development across the Premier League.
A New Food Identity In partnership with acclaimed chef Steven Edwards, we launched ‘Bites’ by Steven Edwards, a concept rooted in Brighton’s food culture. We also collaborated with local ‘Lost Boys’ Chicken brand creating signature dishes, such as the ‘Lost Boys Chicken Tenders’, putting a creative spin on handheld favourites, infusing stadium classics with Brighton’s distinctive local flavour.
FSM 9
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