A match day at a football stadium in itself is a very thrilling experience! Fans surging in through turnstiles, waiting for their favourite foods, and of course, the lines for concessions that test one’s patience even before the final whistle blows!
But behind the scenes, teams are dealing with a massive demand for food and the need to ensure sales are processed quickly and accurately. Every minute a customer spends in the line is a lost sale.
Enter the self-service kiosk: an innovation that’s transforming the game both in the stands and at the concourse. For food, beverage, and ticket sales, these self-service kiosks are changing what’s possible for fans, stadium staff, and the club itself.
1. No more long queues: Serve more fans, faster
Nothing kills the excitement of the game like missing a goal because you’re stuck waiting for a pie or a pint. Traditional concession counters rely on a handful of staff handling dozens of orders simultaneously, which inevitably creates bottlenecks at half-time and before kick-off.
But self-service kiosks put an end to this cycle. With multiple stations, fans can order snacks, drinks, or tickets simultaneously, without having to wait in line.
The effect? Fans get to spend less time in line and more time enjoying the game.
This also means that your stadium can accommodate more fans in the same time frame, which will increase sales during the peak periods.
2. Streamlined ticketing: Smarter entry from start to finish
Acquiring match tickets shouldn’t feel like a battle. Lines at entry gates or ticket booths often stretch for hundreds of people, especially before big games. Self-service kiosks solve this by offering fast, easy, and secure self-service ticketing, whether fans need to collect prepaid tickets, buy last-minute seats, or upgrade to hospitality areas.
Fans can simply approach the self-service kiosk, select their preferred seating, pay contactless, and print their tickets on the spot. This means lower staff overhead, reduced human error, and more robust transaction tracking. Significantly, it also minimises bottlenecks at the gates, helping everyone enter the stadium with less fuss and stress.
3. Boosting F&B sales with upselling and smart menus
Concession stands at sports stadiums have traditionally used the conventional upselling approach by staff, which, to a large extent, is inconsistent in a fast-paced environment. With self-service kiosks, every customer receives a personalised visual ordering experience.
When a customer selects a burger, the self-service kiosk can automatically suggest meal packages, speciality drinks, or limited-edition items related to the match of the day.
The psychology behind it is elementary: digital menus tempt customers to buy more, increasing the average order value with each sale. For instance, a self-service kiosk might ask, “Add a commemorative cup for just £2?”, which has been shown to boost sales. Automated upselling means you never miss a sale, even when it gets busy.
4. Get orders right, get them out faster
Game-day volume puts staff under immense pressure, increasing the likelihood of mistakes. Misheard orders or busy communication can lead to the wrong items or missing extras, leaving fans disappointed.
With a self-service kiosk, orders are graphic, customer-verified, and transmitted directly to the kitchen, reducing errors and rework. Employees can remain engaged with fulfilment and service, rather than scrambling to input data. The result is a faster turnaround at the counter.
Fans get precisely what they ordered, when they want it, making the food and beverage experience quick and reliable, essential for selling more during brief halftime windows.
5. An enhanced fan experience, on and off the pitch
For many, a night at the stadium is about more than the beautiful game. It’s an outing, a ritual, and a chance to bond with fellow supporters. Self-service kiosks are also part of this environment as they minimize downtime, eliminate friction from every transaction, and give the fan more control over their experience. Interactive screens can be used to display match updates, loyalty programs, or future fixtures.
Self-service kiosks can also be configured for accessibility, with multi-language support and easy-to-read interfaces, ensuring all fans feel included and supported.
Ready to transform your stadium’s game day?
The future of football stadium operations is here. With the introduction of self-service kiosks, football clubs will be able to serve more fans in a shorter period of time, and this will result in increased sales and make match days seamless experiences for fans. This is not just about technology; it’s about providing a better environment for fans, staff, and the whole organization.
Empower your stadium with Kayana. Their stadium-ready self-service kiosk solutions are proven, reliable, and designed to streamline ticketing and food & beverage sales so you can focus on delivering a winning fan experience every single game.
Discover more about their self-service kiosk solutions and see how they can help you change the match day playbook.
