Mercedes-Benz Stadium recently opened its first checkout-free concessions stand, one that uses technology provided by AiFi, a San Francisco-based startup.
Called the ATL Market, the stand was built on open concourse space that was previously used mainly for tables. According to a stadium spokesperson, the store “soft launched” during an Oct. 2 Atlanta Falcons home game, and then was fully open for an Oct. 9 Atlanta United soccer game. In addition to packaged drinks and snacks, the stand also has hot food choices. Like most checkout-free stores, the ATL Market allows fans to enter by swiping a credit card or phone, choose items and simply leave, with the system billing them after they exit.
“The ATL Market is our latest advancement in furthering the fan experience,” said Gordon Barfield, vice president, strategy, and business development, AMB Sports and Entertainment, in a prepared statement. “We always strive to create a world-class experience and are excited for all the possibilities that new technologies can offer for future opportunities.”
The stand is believed to be AiFi’s first permanent location inside a U.S. stadium. In the past, AiFi technology has powered “pop-up” type stores that have been placed outside venues, including Miami’s Hard Rock Stadium, the Detroit Lions’ Ford Field, and at the Indy 500. Earlier this year AiFi technology was used at a smaller “drink lane” style stand that opened at Leicester City’s King Power Stadium in the U.K. According to the Mercedes-Benz Stadium spokesperson, the stadium plans to add an AiFi-powered drink-lane type stand later this month.
AiFi is one of the leading providers of technology to the rapidly growing market of checkout-free concessions stands in stadiums. Competitors Zippin and Amazon have also been busy this fall, with both recently making their own announcements of new stadium-based deployments. The technology overall is rapidly gaining favor because of its ability to support fast transactions and to turn previously unused space into revenue-generating areas.
