London Stadium Debuts Bar Tap with Amazon Just Walk Out for Speedy Concessions
(IN SHORT) Delaware North has launched Bar Tap at London Stadium—a grab-and-go bar using Amazon’s Just Walk Out technology—to streamline concession sales and reduce queues. Opened during Iron Maiden’s sold-out concert, Bar Tap detects items via AI-powered sensors, charges customers automatically, and offers beer, cider, RTD spirits, and soft drinks. The solution improves guest experience by minimizing wait times and boosts operational metrics like throughput, shrink, and sales. Marco Galer-Reick and Ryan Edge of Delaware North, along with Gary Bell of London Stadium, highlight how this innovation keeps fans in their seats and enhances stadium hospitality.
(PRESS RELEASE) LONDON, 2025-Jul-10 — /Travel PR News/ — Delaware North has debuted Bar Tap at London Stadium, its first outlet powered by Amazon’s Just Walk Out technology, to deliver fast grab-and-go service and minimize queues during matches and events. Located at Kiosk 3 on Level 0, Bar Tap leverages AI-driven sensors and computer vision to detect items taken or returned, charging guests automatically without a traditional till. The contactless experience launched at the sold-out Iron Maiden concert and features a broad selection of beer, cider, ready-to-drink spirits, and soft drinks.
Beyond enhancing fan convenience—allowing more time to enjoy football and live shows—Just Walk Out boosts operational efficiency by increasing throughput during peak periods, reducing shrinkage, and potentially driving higher sales. Guests enter via a mobile wallet or credit card tap and simply leave with their selections; the system tallies their purchases and bills the chosen payment method.
“Implementing this best-in-class technology at London Stadium underscores our commitment to world-class guest experiences,” said Marco Galer-Reick, Vice President of U.K. Strategy Enablement & HR at Delaware North. “By slashing wait times, we’re ensuring fans never miss a moment of the action.”
Ryan Edge, Delaware North’s Catering Services Director at London Stadium, added: “Fans hate missing a second of the game. Just Walk Out lets them grab refreshments and head back to their seats in seconds. It’s a true game-changer for stadium hospitality.”
Gary Bell, Commercial Director at London Stadium, noted: “Rolling out Bar Tap at a sold-out Iron Maiden show highlights our focus on elevating event-day service. Shorter lines mean happier fans and seamless access to refreshments.”
Delaware North first introduced Amazon’s Just Walk Out technology at TD Garden in Boston in 2021 and has since expanded to venues including Melbourne Cricket Ground, Climate Pledge Arena, UBS Arena, Bridgestone Arena, and Globe Life Field.
Media Contacts:
Glen White
Director, Corporate Communications
Corporate, Gaming, Parks and Resorts, Australia
250 Delaware Ave.
Buffalo, New York 14202
Email: GAWhite@delawarenorth.com
Phone: 716-858-5753
Charles Roberts
Director, Public Relations
Sportservice, Travel, Patina Restaurant Group, U.K.
250 Delaware Ave.
Buffalo, New York 14202
Email: CHRobert@delawarenorth.com
Phone: 716-858-5545
SOURCE: Delaware North Companies, Inc.
