Weston Homes Stadium, home to Peterborough United.
During the close season, we set out to completely transform an underperforming kiosk in the London Road End, originally built in 1954. Stripping it back to brick, we redesigned the space to maximise sales capacity, introduce new till points, and speed up service for home fans. At the same time, we expanded sales points in the away stand, turning a previously unused void space into a high-performing retail unit that significantly increased revenue opportunities. From the very first match of the 23/24 season, the results spoke for themselves.
Fans benefitted from faster service, and sales volumes rose considerably. Beyond matchday food and drink, we also revitalised a struggling bar in the main stand, transforming it into a welcoming coffee and cake shop. With a tailored offer that resonated with a specific audience, sales have quadrupled, giving fans a fresh, high-quality alternative that adds real value to their matchday experience. This project proves that even with a limited budget, smart, strategic changes can drive significant commercial gains while improving the overall fan experience.
Re-purposing a vacant space to drive retail sales
Realised an existing facility was at income capacity if nothing changed
To maximise storage, holding of food and drink, plus new 'beer-only' point to increase service delivery and sales
Our team collaborated in the off-season with suppliers and partners, also installing new branding to attract fans
Match-day sales increased by over 25% in a kiosk originally built in the early 1950's
Take a closer look at other success stories in the VCP portfolio.
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A total operational review made sure the catering operation is now more guest focused and increasingly profitable.