LONDON STADIUM UNVEILS CHECKOUT-FREE BAR WITH AMAZON’S JUST WALK OUT TECH
Delaware North has launched the UK’s first-ever checkout-free bar at London Stadium, bringing Amazon’s Just Walk Out technology to a major British sports and entertainment venue for the first time.
The new grab-and-go store, named Bar Tap, had a trial opening during the recent sold-out Iron Maiden concert and is located at Kiosk 3 on Level 0 of the stadium. The innovative setup allows fans to quickly pick up drinks without queueing at traditional tills, using AI-powered tech to deliver a frictionless shopping experience.
The foodservice and hospitality provider, which operates the venue’s catering, said the initiative forms part of its global commitment to using cutting-edge solutions to enhance the customer journey.
“This launch is part of Delaware North’s global strategy to use best-in-class technology to elevate the fan experience,” said Marco Galer-Reick, Vice President U.K. Strategy Enablement & HR at Delaware North. “We’re committed to creating the world’s best guest experiences, and bringing Amazon’s Just Walk Out technology to London Stadium is another example of how we’re delivering on that promise. From faster service to less time waiting in line, it’s all about making live events even more enjoyable for our guests.”
To enter the store, customers tap in using their credit card or mobile wallet. The system tracks what they take from the shelves — or put back — and automatically charges them upon exit, eliminating the need for checkouts. The technology uses artificial intelligence, machine learning, and computer vision trained on vast datasets to ensure accuracy across a range of environments.
Ryan Edge, Catering Services Director for Delaware North at London Stadium, said: “Fans hate missing a single second of the action, and we get it! That’s why we’re constantly exploring game-changing ways to supercharge their stadium experience. With Amazon’s Just Walk Out technology, fans can enjoy fast, seamless transactions, grabbing a drink or snack and getting back to their seats without missing a moment. We’re proud to bring this cutting-edge solution to London Stadium.”
The store features a wide selection of beverages, including beer, cider, ready-to-drink spirits, and soft drinks.
Beyond enhancing the fan experience, Delaware North said the new approach also brings operational benefits such as increased throughput during peak times, reduced shrink, and a potential uplift in sales due to shorter queues and faster service.
Gary Bell, Commercial Director at London Stadium, added: “We are committed to improving our event day experience and giving fans the best possible customer service at our venue. Amazon’s Just Walk Out technology allows us to do just that, cutting down wait times and allowing fans to get back to the action faster. What better place to have rolled this out than at a sold-out Iron Maiden gig!”
Delaware North debuted the Just Walk Out system in 2021 at TD Garden in Boston and has since expanded the offering to major venues across the globe, including Melbourne Cricket Ground, UBS Arena in New York, and Globe Life Field in Texas.
With London Stadium now joining that roster, UK fans can expect a new era of stadium hospitality — one where the only thing they’ll miss is the queue.
