Bar14 | Johan Cruijff ArenA opens the first frictionless stadium bar in the Netherlands
Sjaak Swart explains how the frictionless Bar14 in the Johan Cruijff ArenA works 
Bar14 in the Johan Cruijff ArenA in Amsterdam - the first frictionless stadium bar in the Netherlands
The Johan Cruijff ArenA is the first stadium in the Netherlands to introduce a smart frictionless bar, Bar14. This innovation delivers a new visitor experience during matches and concerts. The high-tech bar kiosk uses advanced tracking and AI technology to automatically register which products visitors take and process payment directly. Usage is simple: visitors tap their smartphone upon entry to pay. Thanks to this modern technology, visitors are served faster and more efficiently. The cashierless bar will be used for the first time during Ajax – Burnley on July 26th.
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Smart frictionless stadium bar – Bar14 | Tested during concert season
Together with Levy Europe, the ArenA’s hospitality partner, this new technology was tested during the concert season. The trial was enthusiastically received: more than 12,000 visitors used the kiosk and together purchased over 17,000 drinks. The first Bar14 is located on the second ring on the east side of the stadium. The smart cashierless bar will be used during matches, concerts and other major events in the Johan Cruijff ArenA and contributes to a faster and more efficient visitor experience. Bar14’s performance is continuously monitored and evaluated to further optimize the visitor experience.
In addition to the cashierless bar, ArenA visitors can also make use of fully automated self-service beer machines. These innovative installations were introduced in the 2024/2025 season and are located near section 121 on level 4 East. The machines significantly reduce waiting times and can pour up to 600 beers per hour.
Sjaak Swart explains how Bar14 in the ArenA works
Using the system is simple. Upon entering Bar14, visitors scan their digital wallet on their smartphone (Android or iPhone) and then walk through the entry gates. Once inside, they can pick up the soft drinks, alcoholic beverages and snacks they want to buy and then leave directly, without any staff involvement. The bar uses advanced tracking and AI technology to accurately record which products each visitor selects. The system also correctly registers when products are put back or when multiple visitors pick up products from the shelf at the same time.
When leaving the bar, visitors do not need to pass a checkout. The chosen products are automatically added to a virtual shopping basket and paid for via the payment method linked to the digital wallet the visitor used to check in. To safeguard visitor privacy, no facial recognition or biometric data is used. Visitors and their purchases therefore remain completely anonymous. Sjaak Swart, former and famous football player of Ajax explains:
Innovative service
The frictionless bar is one of the newest innovations that the Johan Cruijff ArenA has developed together with hospitality partner Levy Europe. Levy Europe has now been a partner of the ArenA for almost three years and is regarded as a leading player in the field of hospitality and catering for stadiums. With innovations such as the frictionless bar and self-order screens, the ArenA and Levy Europe are committed to providing the best possible visitor experience for the approximately two million visitors who visit the stadium annually.
Earlier we wrote about the Van Dobben Corner in the John Cruijff Arena.
Website: Johan Cruijff ArenA
