With 45% of fans reporting they've left concession lines at least once in the last year due to long wait times, the link between shorter wait times, satisfied guests, and increased sales is clear. Sodexo Live! transformed a retail merchandise shop at the University of Florida Ben Hill Griffin Stadium into a Grab-and-Go market to streamline the purchasing process, enhancing the overall experience at the stadium and encouraging higher sales volumes.
The Gators sold out five games at Ben Hill Griffin Stadium in 2023, averaging 87,587 fans per game. As the 2023 football season came to a close, University of Florida Deputy Athletic Director Chip Howard and Athletic Director Scott Stricklin approached the Sodexo Live! team looking for solutions to enhance the overall fan experience, ensuring that fans can focus on enjoying the event rather than facing inconveniences. The University of Florida has a $1 billion renovation planned for 2026, so for the 2024 season, fixing this issue required fast and cost-effective solutions.
"We put a plan together and presented it for our renewal contract," said Justin Wright, Sodexo Live! General Manager. "And not only did we get renewed, but they decided to go forward with our concept immediately. Eight months later, the Grab and Go Market was open for the first game in 2024."
The fans were standing back and looking at it and saying how much they loved it. How many more of these can we expect? When are you going to get the next one up and running? Because of that, with the new designs we're doing for 2026, 100% of our new concession stands will be Grab and Go.
Implementation
Design and Planning
The Hospitality Solutions Group, Sodexo Live!’s in-house consulting group, created detailed mock-ups of the new layout for the space, emphasizing a strategic approach to maximizing service efficiency. They carefully considered factors such as workflow, customer experience, and accessibility to ensure that the new design catered to both staff and patrons.
Menu Development
The Grab-and-Go market offered a simple yet effective menu including hot dogs, nachos, barbecue sandwiches, pretzels, honey buns, and theater-sized candy bags.
Significant emphasis was placed on beverage sales, leveraging high demand during events. Continuous learning from game-day experiences allowed the team to refine their inventory practices to align with fan preferences and trends.
Technology and Operations
While utilizing standard POS systems, the decision was made not to implement self-checkout or large walk-in coolers due to planned future renovations post-2025.
Operational efficiency was prioritized with rear-fed coolers and a warming kitchen equipped with combi ovens.
Revenue Impact
The shift in business model was financially advantageous. Total sales have increased by over 350% compared to traditional concession stands. The athletic department noted a substantial difference in profit margins, with food service yielding 53% compared to only 12% from the previous merchandise store that occupied the space.
This shift maximizes revenue and demonstrates the effectiveness of aligning offerings with consumer demand during events. The overall impact of these changes underscores Sodexo Live!'s reputation for optimizing business practices.
