New data from this year’s Six Nations fixtures at Allianz Stadium, Twickenham and Scottish Gas Murrayfield reveals changes in what fans are eating and drinking at matches, with global street food flavours rapidly gaining ground over traditional favourites.
The insight has been revealed by Freemans Event Partners, the UK’s leading specialist in event food and beverage, which provided the food and drink at 4 games at Allianz Stadium, Twickenham and Scottish Gas Murrayfield this season.
Rugby fans this season turned to new favourites, with both gyros and salt & chilli chicken breaking into the top sellers for the first time, for example. In fact, at the Scotland v England fixture at Murrayfield, salt & chilli chicken came close to overtaking the classic cheeseburger, reflective of the growing pull of UK street food trends.
That’s not to say that traditional staples were forgotten, with pasties and chips consistently ranking as the most‑purchased food items across all games and, of course, Guinness remains the undisputed drink of the Six Nations, topping sales at every fixture across both stadiums – boosted by the new Guinness self-serve bars that Freemans Event Partners has rolled out at Scottish Gas Murrayfield.
These findings follow the launch of Freemans Event Partners’ new street food concept, CARGO Global Eats, introduced last summer at the Formula 1 British Grand Prix. Designed to elevate the spectator experience, CARGO brings together a curated mix of high‑quality, award-winning vendors, including tacos from MeatHead Mexican, sustainable cocktails from Poppy’s Pineapples, Brazilian barbecue sandwiches from Broll Grill, and Spanish dishes from La Paella Paella.
The new offer has already demonstrated its impact, contributing to longer dwell times, increased per‑head spend and new revenue opportunities for venues seeking to uplift their food and drink proposition by introducing GA+ ticket tiers.
About Freemans Event Partners
Freemans Event Partners is the multi-service partner of choice, trusted by some of the world’s most iconic venues and events including Silverstone Circuit, Lord’s Cricket Ground, Wembley Stadium, DP World Tour, Scottish Gas Murrayfield and the Badminton Horse Trials. Our event portfolio spans concerts, global sporting tournaments and landmark international events such as the Olympics, Commonwealth Games and Ryder Cup, through to seasonal light trails and cultural events.
Freemans Event Partners is more than a caterer, we integrate exceptional food and drink operations, foodservice, seamless payments, frictionless service and brand activations, growing revenue and delivering premium experiences that keep fans engaged, spending and coming back.
Our passion for events, relentless drive for innovation, and exceptional food and beverage solutions transform the fan experience, unlocking greater revenue for our partners, working with global rightsholders and brands such as F1, the Olympics, Visa, Coca-Cola, Mondelez, and PepsiCo.
Established in 1975, the family-owned company now provides bespoke offerings to large events, venues and experiences, anywhere in the UK and Europe, and serves 10 million meals across more than 1,300 event days each year.
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