Stadium operators should design hospitality around the experience they want supporters to have rather than what is easiest to deliver, according to senior leaders at Aramark UK.
Speaking at Arena’s Behind the Scenes event at Everton Football Club’s Hill Dickinson Stadium, Aramark representatives shared lessons from developing and operating the food and hospitality offer at the 52,769-capacity venue.
Matthew Gregoire, Food, Beverage and Experience Director at Aramark UK, said understanding supporters and their relationship with Everton had been central to developing the proposition, particularly following the club’s move from Goodison Park.
“When I came onto this contract back in 2024, I literally did get handed over technical drawings and told, ‘run away with it and build this’,” he said.
The challenge was to turn those plans into individual hospitality experiences and determine how each space should operate as part of the wider stadium offer.
Rather than replicating a limited number of menus throughout the venue, Aramark developed around 17 different menus, with rotations reflecting different kick-off times and occasions.
Executive Chef Colin Smith told guests that maintaining variety was an important part of the approach, with the culinary team developing menus around individual fixtures as well as creating separate identities for the stadium’s restaurants.
Hill Dickinson Stadium has 14 restaurant concepts, three GA+ bars and approximately 5,500 hospitality covers alongside around 48,000 general admission spaces.
The approach also extends beyond food and beverage.
HR Director David Bartlett highlighted the role employees play in delivering the overall supporter experience and the importance of considering how different groups of fans are welcomed and served.
Aramark requires approximately 160 chefs and a total workforce of around 2,200 across matchday and non-matchday operations at the stadium.
Recruitment has also been linked to the local community, with assessment centres initially held three times a week as Aramark built the workforce required for the new venue.
Technology has been introduced to address speed of service, with Hill Dickinson Stadium operating four Just Walk Out stores and 20 e-bars.
The average customer journey through the Just Walk Out format is approximately eight seconds.
Gregoire said supporter use of the technology increased as people became more familiar with the stadium and its facilities.
“Right at the start of the season, the fans’ journey to and within the stadium was still taking shape. It was our job to guide them through that journey. Once fans became more familiar with the technology on offer, we saw adoption increase significantly throughout the first season.”
The discussion followed research presented by Amy Graham, Head of Consumer Insights at GXE Consumer, examining the role food and drink plays in the matchday experience.
The research found 56% of UK football fans surveyed would arrive earlier if better food and drink options were available, while 52% would stay later and 66% would be prepared to pay more for improved quality.
Arena’s Behind the Scenes event brought together hospitality and foodservice professionals for an examination of operations at Everton’s new stadium, including its kitchens and areas used for matchday operations.
Hill Dickinson Stadium opened in August 2025 and represents Aramark UK’s first Premier League club partnership.
As Everton’s Official Culinary Experience Partner, Aramark is responsible for delivering food and hospitality operations across the venue throughout the year.