case study | Egg soldiers
Brighton & Hove Albion:
Building a Fan Zone Food Experience That Works Beyond Matchday
Building a Fan Zone Food Experience That Works Beyond Matchday
Egg Soldiers partnered with Sodexo Live! and Brighton & Hove Albion to shape the food strategy for The Terrace - the club’s new fan zone at the Amex Stadium.
Brighton & Hove Albion
Our Client
Our Client
Brighton & Hove Albion Football Club is a Premier League club based at the American Express Stadium on the south coast of England.
Working in partnership with Sodexo Live!, the club was developing The Terrace, a new fan zone designed to become a social hub for supporters before and after matches, while also acting as a destination venue for events throughout the year.
The space forms part of a wider vision to expand the stadium campus experience and increase engagement with fans beyond the traditional matchday environment.
Working in partnership with Sodexo Live!, the club was developing The Terrace, a new fan zone designed to become a social hub for supporters before and after matches, while also acting as a destination venue for events throughout the year.
The space forms part of a wider vision to expand the stadium campus experience and increase engagement with fans beyond the traditional matchday environment.
Brighton & Hove Albion
The Brief
The Brief
Brighton’s new fan zone needed a food offer capable of performing across both high-volume matchdays and a growing calendar of non-matchday events.
The success of The Terrace would ultimately be measured by its ability to draw fans and visitors out of the city outside of football fixtures, making the food offer central to its long-term appeal.
Egg Soldiers were brought in to review and strengthen the proposed concepts, providing competitor benchmarking, strategic input and direction.
A key challenge was ensuring the offer complemented — rather than competed with — the stadium concourse.
The aim was to create compelling food reasons to arrive earlier, stay longer and increase spend, while delivering a stronger overall fan experience.
The success of The Terrace would ultimately be measured by its ability to draw fans and visitors out of the city outside of football fixtures, making the food offer central to its long-term appeal.
Egg Soldiers were brought in to review and strengthen the proposed concepts, providing competitor benchmarking, strategic input and direction.
A key challenge was ensuring the offer complemented — rather than competed with — the stadium concourse.
The aim was to create compelling food reasons to arrive earlier, stay longer and increase spend, while delivering a stronger overall fan experience.
Brighton x Egg Soldiers
Key Project Elements
- Destination-Led Food StrategyThe Terrace needed to succeed beyond matchdays, attracting fans and visitors out of the city for events and social occasions throughout the year.
We benchmarked leading stadium fan zones and food halls to shape a food strategy capable of delivering strong destination appeal while supporting Brighton’s wider stadium campus vision. - Concept Mix for Stadium RealityA balanced portfolio of concepts was developed to deliver excitement, variety and commercial strength while working within the realities of stadium service.
Anchored by high-impact street food formats such as Lost Boys and Patty’s, the mix combined distinctive destination food with formats capable of delivering speed, consistency and throughput during matchday peaks. - Flexible Offer To Drive Repeat VisitAlongside permanent anchors, the strategy introduced a rotating food concept and café-style offer to broaden daypart appeal and keep the line-up evolving.
This ensured The Terrace could generate ongoing interest, reach a wider audience and remain relevant for both matchday crowds and non-matchday events.
Brighton x Egg Soldiers
The Result
The Result
The final strategy delivered a multi-concept food framework for The Terrace, designed to attract fans earlier on matchdays while establishing the space as a destination venue in its own right.
Concepts included Lost Boys, a local fried chicken hero bringing proven street-food credibility; Patty’s, an indulgent grill concept built around big, smoky burgers and backyard-style favourites; a rotating food concept introducing globally inspired formats such as Loaded Flatbreads; and a café offer serving toasties, toasted doughnuts and soft serve for day visitors and sweet-treat occasions.
Together, the mix created a flexible food ecosystem capable of supporting both the intensity of matchdays and the more social rhythm of events and gatherings throughout the year.
Concepts included Lost Boys, a local fried chicken hero bringing proven street-food credibility; Patty’s, an indulgent grill concept built around big, smoky burgers and backyard-style favourites; a rotating food concept introducing globally inspired formats such as Loaded Flatbreads; and a café offer serving toasties, toasted doughnuts and soft serve for day visitors and sweet-treat occasions.
Together, the mix created a flexible food ecosystem capable of supporting both the intensity of matchdays and the more social rhythm of events and gatherings throughout the year.
Stadia, Racecourse & Events
Food & Beverage Development
Food & Beverage Development
Egg Soldiers specialise in food and beverage development for stadia and major event venues, building concepts and menus that drive throughput and stand up to intense service pressure.
From stadium food concept creation and menu development, to operational audits, labour optimisation and rollout support, we strengthen hospitality offers that must perform under intense service pressure, match after match, event after event.
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