Elior UK, the official hospitality partner of Scottish Rugby, has delivered catering and hospitality services for a series of concerts at the BT Murrayfield stadium in Edinburgh, including a record attendance for Scotland of 65,000 fans at a Harry Styles performance, and a Bruce Springsteen concert.
Scottish Rugby hosted over 250,000 fans across all four events in May, with Elior providing food, drink and hospitality guest services.
To enhance the concert experience for hospitality guests, Elior implemented a simplified e-commerce journey for pre-event hospitality bookings and introduced a new "Meet and Greet" app.
Developed in-house prior to the concerts, the app improved the guest arrival experience by 50 per cent according to the company, ensuring a seamless and expedited process.
We take immense pride in the hard work and dedication of our team, who were responsible for numerous aspects of the customer experience, ranging from event space theming to creating and serving a diverse range of food and drinks in a busy environment.
The app additionally facilitated the introduction of additional pop-up bars throughout the stadium, reducing queues.
The pop-up bars on the stage floorspace were added for the first time during performances by Beyonce and offered a range of cocktails and other drinks.
Mark Laidlaw, Director of Stadium Development & Operations for Scottish Rugby, says: "This year’s concert season was a great opportunity for us, and I am delighted with the commitment and results across both organizations."
