Football fans have reacted with cautious optimism to new “swipe, grab and go food” and beverage outlets at the MCG that use artificial intelligence for payment instead of the traditional checkout system.
Four Express Food outlets at the venue are now AI-driven, ensuring what officials say is a quicker and smoother experience when purchasing food and beverages.
Crows fans Brett and Kelly with kids Rory and Ella paid for their footy using AI.Credit: Joe Armao
Footy fans swipe their debit or credit card as they enter the area, with cameras and overhead sensors then tracking the snacks and drinks they pick up.
A $10 charge is applied to the card to ensure they have the funds to shop, like a holding fee upon checking in to a hotel. Then the amount is adjusted depending on which items they take.
However, the charge may not show up on a statement until the following day.
There is no checkout.
This masthead was in and out of the store within 30 seconds before last Saturday’s clash between Essendon and Adelaide, while other customers also made purchases in similar timeframes.
“Quick, simple, no mucking around,” Gai, fom Hillside, said. “In, out, it’s really good, but then again I prefer it. I like technology. I think we need to do it a bit more like that.”
Brett, Kelly and their family of Crows fans said they found the process “very easy” after some initial confusion.
“If you knew what you want, [it took] about 30 seconds,” Brett said. “Once it’s proven it works, and we get charged the correct amount, no worries.”
But Donna, from Southbank, expressed reservations about needing to take the system on trust, saying she preferred the outlets with the traditional checkouts.
Donna purchased Nachos at the MCG Express outlet.Credit: Joe Armao
“It’s easy to use but I don’t like the idea I have no control over what gets charged to my card,” Donna said after buying a serve of nachos. “I’m taking it on faith, you can’t check it.
“I feel like we’re being corralled into behaviours that go against the grain. If you want food, this is your option. I don’t like that.”
Melbourne Cricket Club’s general manager of commercial operations and partnerships, Tanya Gallina, said the innovative technology had been a success.
“We received really positive feedback last year after introducing two checkout-free MCG Express outlets in the Ponsford Stand during the Boxing Day Test in 2023,” Gallina said.
“It was clear from the usage data that these outlets were popular amongst fans and, as a result, we opened two more checkout-free stores in time for round one of the 2025 AFL season – one in the Shane Warne Stand and the other in the MCC Members’ Reserve on level one.
“The use of this innovative technology provides members and fans with faster food and beverage service – it’s a concept that fans have really welcomed, allowing a range of food and beverage items to be purchased quickly so that they can get back to the action.
“These outlets form part of the MCC’s commitment to members and fans to continually improve amenities and experiences at the MCG.”
Gai liked the convenience of the AI-driven outlet.Credit: Joe Armao
Three of the four outlets are located on level one – behind sections 12, 33 and in the Members’ Reserve near gate two. There is another on level two, behind section 36.
The upgrades are part of a partnership between Delaware North, the venue’s hospitality provider, and global technology company Zippin, delivering what they call “frictionless shopping”.
The computers are set up to work amid crowds of shoppers, and in different lighting conditions. Venue employees still check customers’ IDs when they purchase alcohol.
The MCC said the “AI software automatically identifies the items picked or put back – using overhead cameras and sensors – and creates a virtual shopping cart for each shopper”.
“The patron can put the items in their pocket, bag or simply carry them … upon leaving the outlet, the purchases are automatically charged to the card used on entry,” the MCC said.
The LA Clippers’ high-tech stadium, Intuit Dome.Credit: AP
Marvel Stadium has embraced Amazon’s “just walk out” technology at two checkout-free food outlets. Weight sensors on the shelves detect when shoppers remove smaller items, which are harder to get computer vision to recognise.
The technology has also been adopted in the US and United Kingdom, including sports stadiums, airports, grocery stores, convenience stores and retail stores.
In the US, the Los Angeles Clippers’ $2 billion Intuit Dome has reshaped the NBA fan experience with advanced AI technology from AiFi, including facial recognition technology, provided fans are happy to use a smartphone app. This app is connected to the fan’s credit card.
“It’s not self-checkout, it’s eliminating checkout,” Rich Wallace, of AiFi, told KTLA.
At many NBA venues, average waits can be 30 minutes, but at Intuit that number has been slashed to less than two minutes.
Wallace said AiFi’s system relies on AI-powered cameras. It tracks what they pick up and put down with 99.7 per cent accuracy, he said.
Keep up to date with the best AFL coverage in the country. Sign up for the Real Footy newsletter.
