How Derby County FC Transformed the Matchday Experience with Self-Service Kiosks at Pride Park Stadium

With the introduction of ADVANTECH-AURES self-service kiosks at Pride Park Stadium, Derby County Football Club has reduced queues, increased spending per head, and delivered a 10% increase in overall sales, while boosting accessibility.

Located in Derby, England, Pride Park is an all-seater football stadium for the English Football League club Derby County FC. With a capacity of 33,597 seats, it ranks as the 16th largest football ground in England.

Serving an average of 27,000 attendees per match, Pride Park experiences intense demand during pre-match and half-time service windows—demand that can quickly put pressure on the food and beverage areas, staff, and transactions. Beyond regular service, recent attention to accessibility has additionally raised concerns, driving the need for smarter stadium solutions.

Working with catering and hospitality operator Delaware North and Oolio UK–Swiftpos, ADVANTECH-AURES provided a self-service kiosk solution that helped Derby County FC improve ordering efficiency across food and beverage areas at Pride Park Stadium. 

The Challenge

For Derby County FC and its catering partner Delaware North, the concentrated matchday demand created several operational obstacles. Long queues and limited transaction throughput could lead to lost sales opportunities, while staff faced additional pressure to take and fulfill orders within short service windows.

Beyond the main concourse, supporters in disabled viewing areas had limited independence when accessing food and beverage services. The challenge was therefore not simply to process more transactions, but to create a more efficient ordering experience that could work across different areas of the stadium.

The Solution: Self-Service Across Pride Park

To address these challenges, 16 ADVANTECH-AURES self-service kiosks were deployed across Pride Park Stadium, using different form factors to serve different food and beverage environments.

The main concourse features 12 wall-mounted KOMET kiosks, combining a space-saving design with a 27-inch portrait touchscreen, integrated payment, and receipt printing. The wall-mounted format makes KOMET kiosks particularly well suited to busy concourse areas, where space is limited but fast and convenient ordering is essential. Two additional KOMET kiosks were deployed in the home and away disabled viewing areas, extending self-service beyond the main concourse.

At the draft beer bar, two compact KRYSTAL kiosks were installed directly on the countertop. KRYSTAL’s modular design and countertop configuration allow self-service ordering and payment to be integrated into an existing service area without requiring a standalone kiosk footprint.

The ADVANTECH-AURES self-service solution integrates with Oolio’s ordering platform and Delaware North’s matchday catering operations, connecting ordering, payment, and fulfillment across the stadium.

Extending Self-Service to Disabled Viewing Areas

Derby County FC became the first club in the EFL Championship to introduce self-service kiosks in both home and away disabled viewing areas for in-seat food and beverage service. Supporters can now place orders directly through the kiosks and have food and drinks delivered to their seats, giving them greater independence without leaving the viewing area.

For some supporters, self-service has made a difference in less obvious ways. One deaf supporter described how ordering through a kiosk removed the difficulty of trying to communicate at a crowded and noisy bar:

"As a deaf supporter, using the self-serve kiosk meant I no longer had to battle at noisy, busy bars just to get heard and served. It completely changed the experience for me."   — Matchday supporter

The Results: From Efficiency to Growth

After the rollout, Pride Park saw a significant reduction in queues, while Click & Collect service reduced congestion at concourse bars and improved crowd flow. With more orders placed through self-service, staff could focus more on preparing and fulfilling orders during peak service periods.

The commercial impact was equally clear. Spend per head increased, contributing to a 10% uplift in overall sales.

"The introduction of the ADVANTECH-AURES UK self-service kiosks has made a huge difference to how we manage peak demand. Sales are up, queues are down, and the overall flow of fans around the stadium is far smoother."  — Stadium operations representative