- August 17, 2026
- Posted by: SportsV
- Categories: Event News, Featured Articles, Features, Home News, Industry News, News, Press Releases
Principality Stadium has unveiled Wales’ first Amazon frictionless retail kiosks, introducing a new way for fans to purchase food and drink at one of the UK’s most iconic sporting and entertainment venues. Named “Now in a Minute” after the much-loved Welsh expression, the concept combines local identity with cutting-edge technology to deliver a faster, more convenient matchday experience.
Developed in partnership with hospitality partner Aramark UK, the new kiosks made their debut at the FA Community Shield on 16 August, when more than 70,000 supporters visited the Cardiff stadium to witness Arsenal v Manchester City.
The launch marks the latest phase of Principality Stadium and Aramark UK’s ongoing investment in enhancing the visitor experience through innovative hospitality and retail solutions.
Using Amazon’s market-leading ‘Just Walk Out’ technology, the stores operate through a simple ‘tap-in, walk out’ process. Guests enter using a contactless payment card before selecting their items and leaving without the need to queue at a traditional checkout. Advanced sensors automatically identify purchases and process payment automatically, creating a seamless experience designed to close transactions in as little as a few mins.
The stores will stock a selection of popular matchday products, including confectionery, pies, soft drinks and alcoholic beverages, helping supporters spend less time queuing and more time enjoying the event. Product ranges will be tailored to individual events to meet customer demand and preferences.
The introduction of frictionless retail builds on a series of recent customer experience improvements delivered at the stadium, including the installation of more than 20 self-service eBars across the venue. Together, these investments are helping to modernise the concourse, increase transaction speeds and improve service.
Aramark is Presenting Partner for the 2026 SVB LIVE Conference & Exhibition – focused on elevating the live experience – being hosted at Everton FC’s spectacular new Hill Dickinson Stadium, Oct 1st and 2nd, with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield Stadium, Sept 30th. WRU’s Head of Ticketing, Dan Cook, is among the high-level speakers.
Tomos Grace, Chief Commercial Officer, Welsh Rugby Union, said:
“We’re continually looking for new and innovative ways to enhance the experience for the millions of fans who visit Principality Stadium each year. The introduction of our new ‘Now in a Minute’ stores gives supporters a faster and more convenient way to access food and drink on event days.”
Tom Ford, VP Marketing, Strategy and Culinary from Aramark UK added:
“When we launched our partnership with Principality Stadium and the Welsh Rugby Union, we spoke about our ambition to put fans and visitors at the heart of everything we do. The launch of ‘Now in a Minute’ is another important step on that journey, combining innovative technology with great hospitality to make the matchday experience even better.
“By making it quicker and easier for supporters to access food and drink, we can help reduce queues while enabling our teams to focus on delivering great service and creating memorable moments for guests across the stadium. We’re proud of what we’ve achieved together so far and excited about what’s still to come.”
The “Now in a Minute” kiosks are located on Level 6 of the stadium concourse and are now available for fans attending future events at Principality Stadium.
About the Welsh Rugby Union
The Welsh Rugby Union (WRU) is the national governing body for rugby union in Wales. The WRU directly supports the community game, where there are over 274 member clubs and associations active throughout the country as well as the professional game in Wales, which consists of senior international and pathway teams throughout both men’s and women’s rugby and the elite club game. The WRU also owns and operates Principality Stadium. It is a not-for-profit organisation with all proceeds generated fed back into the game at all levels.
Further information is available at wru.co.uk
About Aramark UK
Aramark UK is a trusted hospitality partner to some of the nation’s most iconic sport and entertainment destinations. From Everton’s Hill Dickinson Stadium and Goodison Park to Warner Bros. Studio Tour London – The Making of Harry Potter and Merlin Entertainments’ leading theme parks, we deliver unforgettable food, drink and guest experiences that drive value for our clients and delight millions of visitors every year.
As part of Aramark’s global network, we bring world-class expertise to venues across the UK and beyond – including the NFL’s Lincoln Financial Field (Philadelphia Eagles), Cleveland Browns Stadium, Ireland’s Croke Park, La Liga’s Cívitas Metropolitano (Atlético Madrid), and Berlin’s Olympia Stadion.
At the heart of our operations is a commitment to people, community and planet. Aramark UK fosters a culture of care, championing responsible practices and meaningful initiatives that make a lasting difference.
Further information is available at https://aramark.co.uk/industries/sports-entertainment
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