Checkout-free technology provider AiFi announced it has partnered with self-serve drink technology provider GS Draft Systems Solutions to open a checkout-free concession stand featuring draft beer at Mercedes-Benz Stadium in Atlanta.
Called the Michelob Ultra Grill Market, the fourth AiFi-powered checkout-free stand at the stadium will be different in its ability to offer customers the option of pouring their own choices of beverage from the GS Draft system installed inside the store. The store is currently open at Mercedes-Benz Stadium, which is the home of Major League Soccer’s Atlanta United FC as well as the NFL’s Atlanta Falcons.
While initial versions of checkout-free concession stands focused on canned beverages for simplicity, draft beer and pour-your-own cocktail options, which are popular at casual quick-serve restaurants, are starting to show up inside checkout-free stores now as well. Market leader Zippin has opened a couple stands with draft beverage options over the past year, at Gillette Stadium in Foxboro, Mass., and at Capital One Arena in Washington, D.C. Zippin also partnered with GS Draft Systems Solutions at both those stores.
AiFi CEO Steve Carlin told Stadium Tech Report in our recent podcast that AiFi’s stadium stores in Europe — where many stadiums don’t allow cans to be sold — gave the company some insight on adding draft options to checkout-free layouts. In addition to its store at King Power Stadium in Leicester, U.K., AiFi also recently opened stores at American Express Stadium in Brighton & Hove in the U.K. and at Parken Stadium in Copenhagen, Denmark, which all feature draft beer as an option.
By our unofficial count, the new store at Mercedes-Benz Stadium gives AiFi 24 stadium-specific checkout-free stands (including a store at the Prudential Center in New Jersey that was also recently announced). Zippin maintains the stadium category lead with 82 stores, while Amazon has 73 of its Just Walk Out stores in stadiums, as well as four stadium merchandise stores that use RFID technology. See our comprehensive lists and our recent market update for the full tabulations of stadium checkout-free stores.
