Smile, You’re on Camera: The MCG's AI-Driven Food Outlets

Football fans are experiencing a new way to purchase food and drinks at the Melbourne Cricket Ground (MCG) with the launch of four AI-driven Express Food outlets. This innovative system is designed to enhance the shopping experience, allowing fans to swipe a card and grab snacks and beverages without a traditional checkout process.

The AI outlets utilize a system where fans simply enter by swiping their debit or credit cards. Once inside, cameras and sensors monitor the items picked up by customers, creating a virtual shopping cart. A temporary charge of $10 is placed on the card at entry, which is later adjusted based on the actual items purchased. This means there is no need for a checkout line.

Many customers have praised the convenience of this system. For example, Gai from Hillside remarked, “Quick, simple, no mucking around. In, out, it’s really good.” Brett and Kelly, visiting with their family, found the process easy after a brief moment of confusion, estimating that if you know what you want, it can be done in about 30 seconds.

However, not all fans share the same enthusiasm. Donna from Southbank expressed her concerns with the trust factor, stating, “I don’t like the idea I have no control over what gets charged to my card.” She favored the traditional checkouts where she felt a better sense of control over her purchases.

Tanya Gallina, the general manager of commercial operations and partnerships for the Melbourne Cricket Club, indicated that the technology has seen positive reception since its initial introduction during the Boxing Day Test in 2023. The success of the initial trial led to the opening of two additional AI-driven outlets for the start of the 2025 AFL season, one in the Shane Warne Stand and the other in the MCC Members’ Reserve.

These AI outlets are located mainly on the first level of the MCG, near the seating sections. They are part of a partnership between Delaware North and global technology firm Zippin, promoting what they term “frictionless shopping.” The technology is equipped to handle various conditions, including crowds and different levels of light. While the technology tracks what fans pick, venue staff still perform ID checks for alcohol purchases.

The AI system used in these outlets has been likened to innovations adopted by sports venues in the United States and the United Kingdom, which employ similar AI technologies for seamless transactions.

As the world of technology progresses, the MCG is leading the charge in promoting new shopping experiences, reflecting a growing trend that could redefine how fans enjoy their game day.

football, technology, AI