Big Al’s Fuels Footie Fans

Big Al’s Fuels Footie Fans

Football fans at Bolton Wanderers’ stadium have had nothing but praise for Big Al’s Burgers since the stadium began serving them four seasons ago.

The Reebok Stadium previously served burgers from an alternative supplier, until a change of manufacturer meant the burgers were no longer of sufficient quality.

“It was recommended that we give Big Al’s a try – and we’ve never looked back,” says Ben Gleaves, Public Catering Manager. “Today, the only comments we ever get are how good the burgers are.”

During football matches, Big Al’s burgers, along with pies, chicken wraps and hot dogs, are served from the stadium’s 17 kiosks and four booths.

Ben’s top tip is to keep the burgers ready in a foil bag for half time.

“We put the assembled burgers in foil bags, and it works perfectly,” says Ben. “Even on a cold day, the burgers stay warm until the customers have got back to their seats.”

Big Al’s point of sale material assists significantly with sales, Ben says.

“Breaking habits can be difficult with football fans,” he says. “Many fans will come to a match and have the same pint that they have always had – so a price list just saying ‘cheeseburger’ isn’t enough to tempt them. But when we put up colourful, hanging signs picturing the burgers our sales were boosted rapidly. Burgers are now as popular as hot dogs, whereas it used to be a ratio of about four to one. “

There is another side to the stadium: it also hosts events such as exhibitions, concerts and other spectator sports, where the burgers are served in a different way.

“The burgers are served completely differently at these events,” says Ben. “We serve them from a unit on the concourse, keeping them warm on a hot plate and assembling them to order in front of the customer with cheese, salad, bacon or onions. We can charge around £4.30 for a burger, compared with £3.20 at a football match.”

The venue sells around 1,000 burgers during a football match, with an impressive profit margin of 68%.

The pre-cooked Big Al’s range is ideal for occasions when satisfying, tasty food needs to be served quickly. The burgers deliver a genuine flame cooked taste as they are pre-cooked over an open flame.