Leisure venue catering revenues have struggled to keep pace with revenues of their host leisure venues and the total eating out market, suggesting catering facilities have not appealed as much as they should or could do(1). Never more so than today, with visitors even bringing their own food to help stave off the impacts of the recession(2). Then there's the queuing, a red card affair guaranteed to put customers off. Last season, Liverpool FC decided it was unfair to penalise loyal fans and came up with a new food and drink game plan, with some help from Heinz Foodservice…
Anfield changes tactic
Up to 45,000 fans can pour through the gates at every match at Anfield, the famed home of Liverpool FC, who just missed the chance to seize this year's coveted Europa Cup.
While plans are in the pipeline to build a new stadium at Stanley Park, Anfield is the proud home of the Premier League side and has been for more than a century, when Liverpool played its first ever game at the ground against Rotherham.
Anfield's hospitality catering includes 30 private boxes with fine dining and 12 lounges with carveries and plated meals for up to 3,000 on a match day. It is premier stuff, with menus nutritious as well as delicious in support of the Europe-wide Healthy Stadia initiative.
The beating heart of the ground, however, was until this season tarred with the same brush as many other stadiums and leisure venues, with food and drink offered on the concourse often perceived as expensive and poor quality(1). With a short window of time to refuel, fans were also put off by long queues at half time.
This is not good news for operators looking to generate profit from the catering side of business, according to Mintel, especially when a visit to a leisure venue is viewed by many as a treat to escape everyday problems, with food and drink part of the overall experience(2).
Particularly in today's economic climate, operators need to constantly look at how they could do things better and differently, according to the market analyst, seeking inspiration from other market sectors to better and more quickly serve their customers with what they want(3).
With this in mind, Paul Cuttill, general manager of hospitality, tourism and events at Anfield, decided it was time to change tactic and begin the 2009/10 season with a new approach.
Playing cards right
Previously, Anfield's concourse was peppered with 31 kiosks serving hot dogs, pies, confectionery, soft drinks, and tea and coffee. "It was a retail offer more than a catering facility really," said Paul. Then, along came an opportunity to shake things up.
Until last August, the catering was run by Compass. However, with the start of the new season, Anfield decided to bring it all in-house. With free rein, it was time to invest in the concourse and kiosks were immediately replaced with branded food stations serving good, honest food, with revamped signage to clearly illustrate what they did. "We suddenly had more decision-making power and could look at new ideas and options," said Paul.
"Part of it was about changing the food. For example, we replaced our pies with the Clayton Park range, which includes meat and potato, steak and cheese and potato, baked daily with the best ingredients. We also do our own Scouse pie, which is unique to the area. Our pies are now so good, in fact, Soccer AM voted us the top stadium in the country to get one.
"We have also installed TV screens all round the ground, where fans can view the action wherever they are, as well as vending machines for the first time."
Lucrative transfer
Making the concourse catering operations cleaner and quicker was also high on the agenda. Changing how condiments were offered was key to this. They also had to be the best.
"Previously, we had red and brown sauce in plastic bottles on the counter along with the sugar and tea stirrers, which clogged up the area and made a real mess. It was also a laboured process to get to them. This was frustrating as we only have a 90 minute window before the game and at half time to serve fans with food and drink. Speed is key to us."
To solve the problem and give fans something they would have in their own cupboards, Paul introduced Heinz Sauce O Mat, an innovative format which is not only functional, but looks the business and harnesses the power of the most-loved food brand in the UK(4).
The premium dispensers (2.5ltr), designed for cleaner operations and simple self serving front of house, are a hit, particularly at on-the-go venues such as theme parks and stadia.
Pumping out accurate 25ml servings, with a two week shelf life after opening, dependable air tight mechanism and less packaging waste, the dispensers from Heinz Foodservice also have branded interchangeable labels for a change in sauce variety.
Anfield's concourse now has 19 independent condiment stations against the walls away from the counters, where Liverpool fans can squirt rich Heinz Tomato Ketchup, creamy Heinz Mayonnaise and moreish Heinz Mild American Mustard to their heart's content with no fuss. With less mess to clean and a seamless stream of custom, caterers are also happier.
Little things mat-ter
Overall, the changes at Anfield have made a huge impact, according to Paul, who oversees 350 staff on a match day. "We are currently doing our second customer experience survey online, where fans get to rate what we do and early indications look very good.
"It is a far cry from the catering experience we offered last season. Fans now have a reason to come through the turnstiles earlier instead of going to the local pub, which is good for us in the long run. I'm very passionate about giving the fans a catering experience they will remember and it's not easy when you only have an hour or so to play with.
"The Sauce O Mats have made a huge difference to this, according to my team, reducing queues and service time and keeping things looking clean, tidy and organised. After all, the last thing you want to see when you get to the counter is a load of sauce all over it. It has been such a success, it is now being rolled out across the whole ground.
"In terms of customer perception, its important we have an association with great brands, and alongside Heinz Tomato Soup, Heinz sauces are the absolute best by far. It might seem like a little initiative, but changing the way you serve condiments and looking at what you serve up actually goes a long way."
Heinz is behind seven of the top 10 sauces sold in the UK(5) and sells over 165 million bottles in the UK each year(6). Because of this popularity, the portfolio is very much part and parcel of the new 'It Has To Be Heinz' campaign, building on the deep connection the brand holds with consumers and the fact some things 'have to be' following compelling caterer research(7).
Sources
1. Mintel - Leisure Venue Catering – March 2009
2. Mintel - Leisure Venue Catering – March 2009
3. Mintel - Leisure Venue Catering – March 2009
4. FreshMinds Survey 2009
5. AC Nielsen, Total Coverage, Unit and Volume sales, 52 w/e 21st February 2009
6. AC Nielsen, Total Coverage, Value sales,52 w/e 21st February 2009
7. Cambridge Direction report 2009