British Grand Prix
IMPACT
THE OBJECTIVE
The British Grand Prix saw over 480,000 spectators descend on Silverstone Circuit for one of the most iconic and historic races of the calendar.
We transformed the fan experience by delivering a complete event solution including food & beverage (F&B), payment solutions, foodservice procurement and delivery as well as commercial sponsor activations.
APPROACH
We managed over 280 food & beverage vendors offering over 90 cuisines including award- winning street food trucks and grab & go outlets. The diverse food options available included Indian street food, loaded flatbreads, authentic bao buns, and woodfired pizza. TikTok-sensation Spudman was featured on BBC News as part of his involvement as a vendor at the British Grand Prix. This added an exciting food option for fans across the weekend and was a bestseller.
To increase dwell-time, we delivered a number of activations throughout the F&B Zones. Aligned with Silverstone’s ‘Shift to Zero’ initiative, the Zero Zone offered a variety of eco-conscious street food and bar options with carbon labelling added to all menus. Highlights include Poppy’s Pineapples who served cocktails that used the whole fruit including the skin and Vegan Lane offering delicious meat-free cuisine. In collaboration with Silverstone and Coca-Cola, we launched an activation featuring recycling heroes to promote key environmental brand messages and the importance of waste reduction.
Other activations included the eye-catching Festival Zone adorned with colourful décor and the Retro Zone offering draught pints from American-style gas pumps and nostalgic dress.
FEP-PAY built and maintained a reliable network throughout the venue. Over 7,000 metres of temporary cable connected the site and a dedicated team of event engineers were deployed at the event, resulting in 100% of payments being taken by card.
Using live transaction data, our AA BRCGS-accredited Foodservice solution maintained stock levels across all outlets in real-time. Over 600 Foodservice deliveries were made during the event directly to over 280 outlets from our onsite warehouse.
To further support Silverstone Circuit’s ‘Shift to Zero’ sustainability initiative 23 hybrid generators were installed across the circuit, saving 20,000kgCo2e. 65,000 litres of HVO fuel was used, reducing carbon emissions (vs. regular diesel). All consumer packaging throughout the site was compostable, and no single-use plastic was used for the second year running across the entire site.