Delaware North, the foodservice and hospitality provider at London Stadium, has announced the launch of a new bar powered by Amazon’s Just Walk Out technology. The store, Bar Tap, is located by Kiosk 3 on Level 0 and is designed to help reduce queues and speed up service, giving guests more time to enjoy football matches and live events.
In addition to improving the guest experience, Just Walk Out technology provides significant operational advantages, including faster throughput during peak periods, reduced shrink, and the potential to increase sales by enabling a more efficient service.
“This launch is part of Delaware North’s global strategy to use best-in-class technology to elevate the fan experience,” said Marco Galer-Reick, VP UK strategy enablement and HR at Delaware North. “We’re committed to creating the world’s best guest experiences, and bringing Amazon’s Just Walk Out technology to London Stadium is another example of how we’re delivering on that promise. From faster service to less time waiting in line, it’s all about making live events even more enjoyable for our guests.”
Ryan Edge, Catering Services Director for Delaware North at London Stadium, added:
“Fans hate missing a single second of the action, and we get it! That’s why we’re constantly exploring game-changing ways to supercharge their stadium experience. With Amazon’s Just Walk Out technology, fans can enjoy fast, seamless transactions, grabbing a drink or snack and getting back to their seats without missing a moment. We’re proud to bring this cutting-edge solution to London Stadium.”
Shopping at a location powered by Amazon’s Just Walk Out technology is designed to be an efficient experience. Guests enter the store by using their mobile wallet or credit card at the entry gate, and the technology detects what shoppers take from or return to the shelves, creating a virtual shopping session. When guests have completed their shopping experience, they are able to leave the store without having to wait in a traditional checkout line, and their choice of payment method will be charged for the items they took with them.
The new bar, which launched at the recent sold-out Iron Maiden concert, offers a wide selection of grab-and-go beverages – including beer, cider, ready-to-drink spirits and soft drinks.
Amazon’s Just Walk Out technology leverages artificial intelligence and machine learning, including computer vision, to accurately identify items selected by shoppers. The system has been trained using extensive datasets that cover a wide range of store formats, lighting conditions, and shopping environments.
Gary Bell, Commercial Director at London Stadium, added: “We are committed to improving our event day experience and giving fans the best possible customer service at our venue. Amazon’s Just Walk Out technology allows us to do just that, cutting down wait times and allowing fans to get back to the action faster. What better place to have rolled this out than at a sold-out Iron Maiden gig!”
Delaware North first introduced Amazon’s Just Walk Out technology in 2021 at the company-owned-and-operated TD Garden in Boston and has since expanded to several major sports and entertainment venues around the world, including Melbourne Cricket Ground, Climate Pledge Arena, UBS Arena, Bridgestone Arena and Globe Life Field.
