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Read our case study to find out how Amadeus increased takings

The Challenge

  • In early 2018, Amadeus secured a five-year contract with Stratford Racecourse to provide exclusive catering services at the venue on race and non-race days

  • This would include all retail and hospitality catering at fixture race events along with providing conference and banqueting catering at the venue on non-race days

  • Amadeus was tasked to mobilise in the space of four weeks, transforming the outdated and tired catering facilities available and improve return to the client

The Solution

Rebranded catering facilities

  • Amadeus gave Stratford Racecourse’s catering facilities a distinct identity through branding

  • A combination of Amadeus’ own retail catering concepts, such as the Made handmade deli, and product sponsored concepts were rolled out at the venue

  • Sponsorship partnerships with aspirational brands such as Stowford Press and Sadler’s saw a number of concession units branded in their unique style

  • All catering areas were refreshed with new furniture installed and redecoration taking place

Enhancing in-venue customer experience

  • Amadeus assisted Stratford Racecourse with way finding and signage to improve customer touchpoints and the in-venue customer experience

  • The team remodelled catering units to improve customer experience by moving the bar units back, allowing for more space for customers to queue, and helping with queue management

  • Integrated chip and pin devices and tills were introduced to improve speed of service – reducing every customer transaction by approximately 20 seconds

  • A cashless campaign was launched – point of sale marketing and pre-awareness encouraged customers to pay by card – card has now overtaken cash with payments at 70% and 30% respectively, improving speed of service

Improved F&B offer

  • Amadeus enhanced the F&B offer through sponsorship partnerships, introducing well-known high street brands and developing the premium product offering e.g. Carling was replaced by Amstel

  • The hospitality offering was improved by launching a Laurent Perrier champagne bar for VIP customers

  • Hawker trays and beer bugs were rolled out for busy events, meaning customers spend less time queuing and more time watching the sporting action

  • Introduced mobile and pop up offers from trusted event catering suppliers

Efficiencies in labour

  • Amadeus modelled retail principles on its arena venues – Genting Arena and Arena Birmingham – where staff are experts at dealing with high visitor volumes and peaks in footfall

  • T bars were introduced for multi tap dispensing, increasing speed of service  

  • 50% more tills were installed to minimise queuing and increase speed of service

  • Two-pint glasses were also introduced to reduce the number of times customers have to come to the bar and reducing overall waiting times


  • Amadeus and Stratford Racecourse equally invested capital when the contract started

  • The measures and innovations Amadeus introduced are projected to deliver over 300% return on investment over the length of the contract

  • Results have JUMPED - Amadeus have seen takings double (+49%) year on year