Built for stadiums
From the seat to the concourse, one platform on match day.
Seat-delivery QR, self-service kiosks at every concourse outlet, half-time fast lanes, merch in the app and popup POS for events. Already running at PSV's Philips Stadium and the Johan Cruijff Arena, paced for the kickoff, the half-time peak and the final-whistle rush.
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Why stadiums are different
Sixty thousand fans, fifteen minutes to serve them.
Eight hundred business guests in the hospitality boxes want a drink at the seat between kickoff and the half-time whistle. Twelve concourse outlets stack queues that have to clear before the second half starts. The merch wall has to sell the home shirt before the gate opens. A popup grill drops onto the plaza for a concert next week. The same stadium, the same crew, and a clock that does not stop.
Butlaroo runs all of it on one platform. QR runs seat-delivery from the business seat, kiosks clear the concourse outlets in parallel, pre-orders land in the kitchen before half time, merch sits next to the lunch basket in the app, and a popup POS spins up for the next event the day before doors. Every spend lands on the same payments rail and the same dashboard before the floodlights drop.
Five things change when a stadium runs on Butlaroo.
- 01
Self-service kiosks at every concourse outlet.
Fans order at the kiosk, pay at the kiosk and pick up at the counter. The half-time peak clears in parallel instead of stacking behind one register. Allergens, upsells and language switching are built in, so the line moves on the average order, not the slowest one. The kitchen sees one paced ticket stream across every outlet on the concourse.
Concourse · East stand
06 lanes liveLane 01OrderingLane 02OrderingLane 03OrderingLane 04OrderingLane 05OrderingLane 06OrderingHalf-time peak · Parallel checkoutAvg · 42 sec per basket - 02
QR ordering for seat-delivery.
One QR per seat opens the full menu in the fan's own language. The next round, the bitterballen and the half-time pizza get ordered from the chair. Runners pick the ticket up on a handheld and the food lands at the seat within two minutes. Already running at PSV's Philips Stadium and the Johan Cruijff Arena across more than eight hundred business seats.
Block 412 · Row 7 · Seat 14
QRHeineken · 50cl€ 6,50Bitterballen · 8 pcs€ 8Hot dog · Mustard€ 7Runner on Block 412 · Row 72 minRunner · Walking from West barTo seat - 03
Pre-ordering and fast lanes for half time.
Fans pre-order their half-time round on the way to the gate. The kitchen sees the queue the moment kickoff hits, paces every station, and the basket sits ready at a named fast lane when the whistle goes. The two-minute toilet break stops being a six-minute beer queue, and per-cap spend keeps climbing.
Match clock · PSV · AZ
03 scheduledPre-match basketKickoff · 20:00Fast Lane · East standHalf-time roundHalf time · 20:45Fast Lane · North standSecond-half snacksResume · 21:00Seat-delivery · Block 412Paced by the match clockNo half-time queue - 04
Sell merchandise through the Butlaroo app.
The stadium app lists the menu next to a merch catalogue. Home shirts, scarves and match-day programmes sit in the same basket as the lunch order, with collection at the gate or a club-branded pickup point. Fans who skip the merch wall on the way out still buy the scarf, and the merch margin lands on the same dashboard as f&b.
Stadium app · Today at the match
03 in basketF&BMerchProgrammeHeineken · 50cl€ 6,50Home shirt · L€ 95Club scarf · 2025€ 22One basket · One tapSubtotal · € 123,50 - 05
Flexible QR and POS for popups and events.
A grill on the plaza for the concert next week, a beer truck behind the main stand for the cup final, a sponsor activation in the foyer. Print a QR poster, drop a Butlaroo POS on the counter, and the popup is taking orders in minutes. Same menu logic, same payments rail, same dashboard. Tear it down when the event closes, the data stays.
Popup · Concert plaza
OfflineLiveMenuPendingReadyConcert grill · PlazaPaymentsPendingReadyCards, Apple, GoogleKitchenPendingReadyStation routing liveSame payments railLive in 03:58
Engage your fans from the kickoff to the final whistle.
Butlaroo Stories turns the ordering surface into a fan channel. Every QR scan, kiosk basket and app session is a chance to push a stadium video, run a half-time poll or send fans to the club's socials. The content sits next to the menu, so fans see it the moment they reach for a drink.
- Stadium videos and goal replays play right above the menu, paced to the match clock.
- Follow chips for the club's TikTok, Instagram and Facebook sit one tap from the basket.
- Run a man-of-the-match poll at half time, push the result on the screens before kickoff of the second half.
- Sponsor stories and partner offers slot into the same player, with reach reported per match.
- Push pre-match menus, kit-launch teasers and away-day campaigns from one dashboard.
Sample moments
- Pre-match playlist
- Half-time poll
- Goal replays
- Kit launch
- Sponsor activation
What you'll roll out on day one.
Four pieces of the platform that do the heavy lifting on match day: kiosks at the concourse outlets, QR at every seat and table, POS for popups and events, and Butlaroo Stories to engage the fans.
Self-Order Kiosk
Drop kiosks into every concourse outlet, the merch wall and the hospitality bar. The half-time peak clears in parallel without adding staff at the counter.
Learn moreQR Ordering
One QR per seat, box or table. Drinks and food land at the seat in two minutes, the kitchen sees the ticket the moment it is placed.
Learn moreButlaroo POS
Handhelds for the runners, counter terminals for the popups. Same menu, same prices, same payouts on every surface in the stadium.
Learn moreButlaroo Stories
Stadium videos, polls, sponsor placements and social follow chips inside the ordering surface. Engage fans from the kickoff to the final whistle.
Learn more
From a stadium running on Butlaroo
“With Butlaroo, we elevate hospitality before, during, and after the game to a higher level.”
Everything we offer.
Same platform, every surface in the stadium: QR, kiosk, POS, kitchen display, payments, loyalty, fan stories and the AI menu on top.
Questions stadium operators ask.
Which stadiums already run on Butlaroo?
PSV's Philips Stadium uses Butlaroo for in-seat ordering across more than eight hundred business seats, with a unique QR code on every seat. The Johan Cruijff Arena (home of Ajax) uses the same setup for stadium-scale hospitality. Both venues serve at the seat in under two minutes from the moment the basket closes.
How does seat-delivery work in practice?
Every seat carries its own QR, with the section, row and seat number baked into the link. Fans scan, order, pay and get a runner-side ticket with the exact route. The handheld walks the runner from the bar to the seat, the food lands in under two minutes, and the kitchen paces the tickets so the rush never stacks.
Can fans pre-order their half-time round before the match?
Yes. Pre-orders open the moment the menu does, with a pickup window pinned to the half-time whistle or a runner slot tied to the seat. The kitchen sees the queue before kickoff, paces every station through the first half, and the basket sits ready at a named fast lane when the second-half clock starts.
How quickly can a popup outlet start trading on an event day?
Minutes. A Butlaroo POS or a printed QR poster turns any flight case into an outlet. Menu, prices, payments rail and kitchen routing come from the platform, with no per-device setup on the day. When the event closes, you tear the popup down and the sales sit on the same dashboard as the rest of the stadium.
Do we keep our existing terminals, handhelds and POS?
Usually yes. Butlaroo runs on any tablet, handheld or kiosk shell, integrates with the leading card terminals (Adyen, Stripe, SumUp and twenty more), and plugs into your existing ticketing, hospitality and stadium systems rather than replacing them.