Kappture France and Re.Events partnered to analyse Food & Beverage performance across live event venues throughout France, using real transaction data to uncover what is really driving operational and commercial performance.

The analysis combined aggregated transaction data from 16 venues across the French market, including stadiums, arenas, festivals, racecourses and live event spaces.

Kappture supports high-volume operations across some of France’s biggest stadiums, arenas, racecourses and hospitality environments, helping operators manage peak demand while providing real-time visibility into customer behaviour at the point of sale.

Working alongside Re.Events, the project focused on identifying practical, data-led opportunities to improve service flow, basket value and overall venue performance.

At a Glance

• Analysis across 16 French venues
• Stadiums, arenas, festivals and racecourses
• 10,000+ transactions per event analysed
• €15.76 average order value
• 2.6 items per transaction baseline
• Potential €18k revenue uplift identified per event

Understanding the Baseline

The first stage of the analysis focused on understanding existing customer behaviour and identifying the opportunity already sitting within current operations.

Across the venues analysed, the data showed:

• 10,000+ transactions per event on average
• €15.76 average order value
• 2.6 items per transaction

The analysis highlighted a strong foundation, with customers already purchasing multiple items per order across concessions.

The opportunity was not necessarily to drive more footfall, but to increase value from every transaction.

The analysis identified that increasing the average basket from 2.6 items to 3 items per order could create a significant uplift in revenue across high-volume event environments.

A +0.4 increase in items per transaction across 11,356 orders would generate more than 4,500 additional items sold per event. At an average item value of €4, this represented approximately €18,000 in additional revenue from the same demand and same service window.

Organising for Demand

The study then explored how operational setup impacts service efficiency and transaction value.

The transaction data revealed three clear customer behaviours:

• Customers purchasing drinks only
• Customers ordering both food and drink
• Customers focused on food-only purchases

Within drink-only transactions, a large percentage were beer purchases, creating a highly predictable, high-volume flow of fast transactions.

However, many venues were handling these very different customer behaviours through the same queue structure.

This created friction during peak periods, with quick transactions slowed down by more complex food and beverage orders.

The project highlighted the operational benefits of organising concessions around customer behaviour, including:

• Dedicated beer or quick-serve points
• Drinks-focused concessions built for speed
• Mixed concessions adapted for more complex orders
• Better separation between quick-service and slower preparation areas

The focus was not on redesigning operations completely, but on making targeted adjustments that improve customer flow and reduce pressure during peak trading periods.

Cross-Selling and Basket Growth

One of the clearest findings from the analysis was the consistency of product pairings across transactions.

The analysis revealed predictable purchasing habits:

• Fries frequently purchased with sandwiches
• Savoury snacks commonly paired with drinks
• Hot meals often accompanied by sides or additional items

These behaviours already existed naturally within the transaction data, but many opportunities were not being actively triggered at the point of sale.

The analysis highlighted that increasing basket size often comes down to simple prompts during the ordering process.

Suggesting a sandwich alongside fries, offering a side with a meal, or pairing snacks with a drink are all small actions that can significantly increase transaction value.

The goal is not to change customer behaviour entirely, but to make existing purchasing habits easier to complete.

Selling to Groups, Not Individuals

Group purchasing behaviour emerged as another major trend.

The transaction data showed that many customers were not buying for themselves alone. A significant proportion of drink orders included multiple items, particularly for beer and spirits, demonstrating that customers were often purchasing rounds for friends, family or groups.

This highlighted the importance of shifting the sales mindset from individual transactions to group-focused ordering.

Simple changes in language and service flow can naturally increase order value, such as asking “How many?” instead of “What would you like?”.

The project also explored how operational tools can support this behaviour. Features such as automatic bill splitting, click and collect ordering, and faster payment flows all help reduce friction during the ordering process.

The easier it is for customers to purchase multiple items in one transaction, the more likely they are to do so.

Key Takeaways

The project provided a clearer view of how Food & Beverage operations are performing across the French live events market, highlighting both operational trends and commercial opportunities across stadiums, arenas, festivals, racecourses and hospitality environments.

The analysis reinforced several key themes:

• Small increases in basket size can create significant revenue uplift at scale
• Queue structure and concession setup directly impact transaction speed and customer flow
• Cross-selling opportunities already exist naturally within customer behaviour
• Group purchasing behaviour plays a major role in transaction value
• Real-time transactional insight can support smarter operational decisions

Rather than focusing on theoretical improvements, the study was designed to identify practical, data-led opportunities that operators can apply within real event environments.

By combining Kappture’s EPOS data with Re.Events’ analytical insight, venues gain a clearer understanding of customer behaviour, peak demand periods, basket composition and operational efficiency opportunities.

This study demonstrates how transactional insight can help venues improve customer flow, increase basket value and make smarter operational decisions across live event environments.

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Looking Ahead

As operators continue to focus on speed of service, customer experience and revenue growth, transactional insight will become an increasingly important part of decision-making across live events.

Kappture would also like to thank Re.Events for their collaboration and insight throughout this market study.

To learn more about what Kappture could do for your venue in France, contact our Sales Director for France, Damien Lecarreaux.

📩 damien.lecarreaux@kappture.com