Elior UK, the official hospitality partner of Scottish Rugby, successfully delivered the catering and hospitality services for a series of four concerts within a 10-day span at BT Murrayfield stadium. This included Scotland's largest concert attendance ever, with over 65,000 fans gathering for the Harry Styles' concert on Saturday 27th May.
Scottish Rugby hosted over 250,000 fans across all four events. Elior UK was very proud to be part of this achievement providing the food and drink for the fans and hospitality guests including the serving of a record-breaking number of guests at Bruce Springsteen’s concert on Thursday 30th May.
Kenny Finlayson, Managing Director for Elior UK’s stadia and leisure business, expressed his gratitude to the Elior team at Murrayfield for their pivotal role in ensuring the success of these concerts. He remarked, "Hosting four concerts in 10 days while serving over 250,000 fans and a record number of hospitality guests is a major achievement. 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."
To enhance the concert experience for hospitality guests, Elior UK implemented a simplified e-commerce journey for pre-event hospitality bookings and introduced a new meet & greet app, developed in-house prior to its launch at these concerts. The app significantly improved guest arrival experience by 50%, ensuring a seamless and expedited process. Additionally, this enabled the introduction of additional pop-up bars throughout the stadium, effectively reducing queues and meeting the huge demand. This included pop up bars on the stage floorspace that were added for the first time during the Beyonce concerts, selling a wide range of cocktails and other drinks.
Mark Laidlaw, Director of Stadium Development & Operations for Scottish Rugby stated: “This year’s concert season was a great opportunity for us, and I am delighted with the commitment and results across both organisations.”
Elior UK's successful collaboration with Scottish Rugby reflects their unwavering commitment to providing exceptional hospitality experiences.
