Order without missing a goal: QR codes in the stands at PSV

The day before PSV's impending championship, we visited Lars Kouwenberg, operational manager at Hutten Catering, in the Philips Stadium in Eindhoven. We met on the second floor of the stadium, adjacent to the business seats, where there are four hospitality zones operated by Hutten Catering.

Lars explains enthusiastically, "Butlaroo is simply indispensable for the way we provide service during the match. We offer our guests the option to order drinks and snacks from their seats during the game, which we serve to the guest within 2 minutes. This way, you don’t have to miss a second of the game, which is, of course, the whole point." Since 2018, Hutten has been the permanent caterer at the PSV stadium, where they also fully cater meetings and other business events. Additionally, the stadium serves as the venue for PSV's home games every other week. Hospitality around the games is becoming increasingly important for the club and, like what happens on the field, is really a form of top-level sport. In just a few hours, they must receive and provide meticulous service to over 850 visitors. Depending on the package, Hutten offers various services, ranging from buffets to elaborate 7-course dinners. "Football matches are increasingly seen as an event around which you can introduce and meet new business contacts. Naturally, you want everything around such a game to run smoothly. The type of guests we get are already accustomed to a high level of service and thus expect this even at the stadium. It’s up to us to fulfill and exceed that promise."

Looking to the future, the possibilities that Butlaroo offers for stadiums (both domestic and international) are endless. While the focus is currently mainly on service for business seats, the options for serving "the general public" are also being extensively explored and tested. No one wants to miss any part of the game, so the peak times just before the game, during halftime, and immediately after are high. For these, new innovations will be the key to success, just as is always the case in top-level sports.