First for Dutch football as Johan Cruijff ArenA launches autonomous checkout-free bar for fans
The Johan Cruijff ArenA has become the first stadium in the Netherlands to introduce an autonomous checkout-free bar. This taps tracking and AI technology to capture visitor pickups or products and automatically take payment. People can tap their smartphone to pay on entry to the bar kiosk. The bar was used for the first time during Ajax-Burnley on 26th July.
Working with Levy Europe, public catering partner to the ArenA, the technology was trialled during concert season, with over 12,000 fans passing through the kiosk and purchasing more than 17,000 beverages. The first Bar14 in the ArenA is located on the Second Ring on the east side of the stadium.
"We never settle for how things have always been done - we're always challenging the norm to find smarter ways to deliver for fans. Our checkout-free technology gives fans back precious time to enjoy the occasion, and we’re proud to bring it to the Johan Cruijff ArenA and set a new benchmark for matchday experiences across the Netherlands," says Rak Kalidas, Chief Creative Officer at Levy.
2026 RTIH Innovation Awards
Checkout-free technology will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
