Across UK stadia and venues, Gyros have overtaken burgers as a top seller
9th February 2026: Burgers once dominated event menus but, while they still remain popular, the rise in women’s sports and changing consumer tastes have resulted in a shift in fan eating habits, new insight from Freemans Event Partners shows.
Freemans Event Partners, the multi-service partner trusted by the UK’s most iconic venues including Silverstone Circuit, Allianz Stadium, Lord’s Cricket Ground, the London Stadium, and Wembley, has crunched the numbers to find out what were the big food trends at events in 2025 – and therefore what fans can expect to be enjoying in 2026.
The findings show that Greek food has now overtaken burgers as a fan-favourite – in fact Gyros outsold the highest‑selling burger by 150% at the Women’s Rugby World Cup Final at the Allianz Stadium in September 2025. This marks the first time burgers have not featured in the top 20 products sold at a major event.
The popularity of Greek food extends way beyond Women’s Rugby, however. For example, around 10% of food and drink outlets at the 2025 F1 British Grand Prix at Silverstone offered Greek cuisine. In fact, with Greek options spanning 10 separate locations across the site, the cuisine has become one of the most widespread non-British food choices at the event.
Further data from Freemans Event Partners shows Churros is another standout performer. At women’s games, Churros ranked in the top 10 items sold by both volume and value, a trend not seen at men’s fixtures. This reflects the demographic shift toward more family and child attendance at women’s events, where sweet treats are in higher demand.
The insight shows that fan drinking habits differ between men’s and women’s sports fixtures as well. At women’s games, Pepsi Max and Pepsi both appeared in the top 10 products by volume, whereas at men’s fixtures, water was the only soft drink to make the list.
Innovations such as self‑pour pints, grab‑and‑go RTDs and premium cocktails continue to boost drinks sales and improve the fan experience, while new formats, including themed areas, are helping venues deliver a more tailored and engaging experience.
Last year Freemans Event Partners unveiled a new street food experience, CARGO Global Eats, initially launched at F1 British Grand Prix in July. The new offer provides spectators with an elevated food and drink offer – comprising a variety of vendors including, tacos by MeatHead Mexican, sustainable cocktails by Poppy’s Pineapples, burgers from smash specialists Heard, and Spanish food from La Paella Paella. The new area delivers an elevated fan experience and contributes to extended dwell time, increased spend, and drives new revenue streams for venues.
ENDS
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, Allianz Stadium, Lord’s Cricket Ground, Wembley Stadium, the European Tour, the Jockey Club and the Badminton Horse Trials.
Freemans Event partners is more than a caterer, we integrate exceptional food and drink operations, seamless payments, frictionless service, foodservice 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 Ryder Cup, the FA Cup, Coca-Cola and American Express.
Established in 1975, this year marks Freemans Event Partners 50th anniversary, commemorating the company’s substantial growth over its 50 years of operating. Growing from a single fish and chip outlet at Silverstone Circuit, the family-owned company now provides bespoke offerings to large events, venues and experiences, anywhere in the UK and Europe, and serving 10 million meals, across more than 650 event days each year.
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