How we created Up2U - A smarter way to enjoy concourse dining

At VCP, we’re always looking for ways to improve the matchday experience. We know that fans and hospitality guests want great food, but they also want convenience and flexibility. That’s exactly why we created Up2U, a service designed to bring the best of the concourse straight to you.

Why We Launched Up2U

The idea for Up2U started at the Eco-Power Stadium with feedback from members in our rugby lounge. Many told us they didn’t want to pre-order food—they wanted something more relaxed and flexible. We saw an opportunity to bridge the gap between traditional hospitality and retail food, giving guests the option to order from a concourse-style menu at a lower price point.

It worked. Up2U was a hit. So we took it a step further.

Bringing the Service to Football Fans

We’ve now rolled out Up2U at football fixtures, allowing fans to order before kick-off and choose exactly when they’d like their food delivered straight to their seat. Families and first-time visitors love it because they don’t have to queue at half-time and can enjoy the entertainment instead.

A Better Matchday Experience

For us, Up2U is all about giving fans more control over their experience. Whether you’re watching the game in the lounge or cheering on your team from the stands, we want you to spend less time waiting and more time enjoying the action.

If you haven’t tried Up2Uyet, give it a go at your next match. We think you’ll love it!