Leeds United football club have enjoyed a pretty good season so far with promotion to the Premier League still a realistic ambition for the side, whether automatically or through the play offs.
This season, fans have something to cheer about even before a ball has been kicked with Big Al’s Foodservice helping the club renovate its food offer in and around the stadium. Prior to the 2016-2017 season, Leeds’ offer consisted of typical stadium food; kiosks offering burgers and chips akin to those served in so many other grounds throughout the land. What they needed was something new, something fresh and something to convince fans that eating at Leeds United was a first choice option, rather than a last resort.
One of the big changes required was for a revamp in the branding of outlets within the stadium; the food may well be different, but how could the club convince fans of that?
Phillip Norman is the catering manager at Leeds United football club and explained, “we loved the Big Al’s branding idea to transform a kiosk into a Big Al’s Diner. This was a really attractive proposition and has created a vibrant, new experience for our fans which aligns the club with the latest food trends and catering solutions. The concept is fun and inviting which we felt was entirely in keeping with the family-oriented atmosphere at Leeds United Football Ground.”
It was a big project with lofty ambitions but has proved a very successful one. Big Al’s worked side by side with the club, providing Phillip and his team with visual for approval first, then ensuring the installation was complete in time for the season to kick off. It has proved a an instant hit, as Phillip explains: “the impact was instant and fans felt that the club was investing in them, particularly those who make the cold journey out for our Winter midweek games.”
One of the real successes of this project has been the club’s new ability to attract additional customers from wider demographics. Increasingly, families are visiting the ground to eat before the game, forsaking heading to outlets in and around the stadium in preference of the food Leeds United offers.
Big Al’s were especially keen to improve visibility throughout the stadium and one of the indicators of success lays in the fact that the Big Al’s Diner kiosk can be seen from the other end of the concourse. Queues are kept to a minimum with quick and easy-to-prepare menu options from Big Al’s to ensure nobody misses kick off, or that all important goal.
Phillip has been impressed with the variety his venue can now offer fans, so much so in fact that they have further updated this recently. “We have introduced the Italian Pizza Twists, which fans absolutely love, alongside BBQ Pork Ribsteaks and Gourmet Hot Dogs – both of which are a big hit.”
Fans need to be able to hold their food and eat it on the move which can often limit operators to burger offers. Big Al’s has solved this problem with handheld options that combine great taste with convenience.
Visitors to the club’s food outlets have expressed their satisfaction at the club’s new offer:” I think the Big Al’s branding is great, I love the hot dogs too which are really tasty” were the words of self-confessed Leeds super fan, Craig.
Jordon, another huge Leeds fan, feels the club ”have done well getting this ne branding which looks really modern and bright.” He continues, “I can’t decide on my favourite menu option, it’s between the margherita and pepperoni pizza twists. Sometimes I’ll get one of each, but don’t tell my girlfriend!”
