Brentford Football Club has taken its catering operation in-house, ending a lengthy partnership with Elior's stadia business Azure.
Mark Devlin, chief executive at the League One club, said the move was in response to feedback from the fans.
"We listened to the fans' concerns about the catering at Griffin Park and heard their comments about the service, provision and products available," he told www.brentfordfc.co.uk.
"I wanted the club to have direct control over its catering operation, which is why we decided to go in-house."
Operating as Griffin Park Catering, the operation is wholly owned by the club, with all profit from the food and drink sold inside the stadium going to Brentford FC.
"Hopefully, we can encourage fans to use the facilities we offer at Griffin Park for their food and drink purchases as much as possible," Devlin said. "It is another important revenue stream for us.
The club has also signed a new three-year pouring rights agreement with Carlsberg-Tetley. Its products, including Carlsberg Lager, Carlsberg Export, Tetley's Bitter and Thatcher's Cider, will be available alongside the new catering offer at tonight's match against Yeovil Town.
Carlsberg-Tetley is to help the club improve its outlets as part of the new deal, and pricing will be retained at 2011-12 levels, which Devlin said was a key factor in its decision to award them the contract.
A spokesperson for Elior UK said: “We’ve been working closely with the team at Brentford FC to help ensure a smooth transition to an in house catering operation. We wish Brentford every success for the future both on and off the pitch.”
By Janie Manzoori-Stamford
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