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hen Taylor Swift kicked off the fi rst of eight Eras Tour concerts at Wembley Stadium in June 2024, the venue had only recently hosted


the UEFA Champions League fi nal and the Betfred Challenge Cup rugby league fi nal. For foodservice operations, this shift


from one event type to another is a major change. On a match day, the crowd may be predominantly middle-aged men who are drinking beer and eating burgers, but that’s not going to work for a pop concert audience made up mainly of women under 40. Pecularities of the Swiftie demographic


aside, sports and entertainment audiences behave diff erently when it comes to food and drink. “At a sports event, you tend to eat at


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