EBar at Trent Bridge Cricket Ground, Nottingham

How the introduction of mobile EBar units helped transform bar sales at Trent Bridge

Looking to boost the revenue and profitability of their bar operation, Nottinghamshire County Cricket Club turned to EBar.

Making use of unused space in the club car park, our EBar mobile units helped boost sales capacity in the busiest part of the ground. The EBar units served up fast-poured, perfect pints to fans trying out the new technology, while also helping to reduce queues at the nearby manned bars.

Phil Sallis, Senior Catering Manager at Nottinghamshire County Cricket Club, was delighted with the EBar units, saying,

“It’s increased sales massively down there. I think they’re brilliant.”

Client

Nottinghamshire County Cricket Club

Location

Trent Bridge Cricket Ground, Nottingham, UK

When

Ongoing
started 15/05/2021

Outcomes

Reduced queues at manned bars
Increased bar sales overall

Client’s Problem

Trent Bridge is one of England’s premier cricket venues, regularly hosting international and county level matches, from full 5-day Tests through to the quickfire thrills of The Hundred. Fans turn out in large numbers to enjoy the action and many enjoy a pint or two during the match.

The club found that demand for bar service was peaking during breaks in play, particularly at shorter format matches. Fans understandably didn’t want to miss a wicket or a boundary, and so tended to avoid going for refreshments until there was a longer break in play.

These peaks in demand led to long queues, frustrated fans, high pressure on bar staff and the loss of many potential sales. Seeking a better way to meet demand, the club turned to EBar.

EBar’s Solution

The key to EBar’s technology is its mobility and flexibility. With their very small footprint, our mobile units can be placed almost anywhere enabling quick, high-quality bar service in spaces no staffed bar would ever fit.

Working with the Trent Bridge team, our EBar experts quickly identified an optimal area of the ground where mobile EBar units could service high demand, in order to serve fans faster, and take pressure off existing bars.

Using Trent Bridge’s preferred product configuration (seven mobile EBars serving lager, IPA and cider) our team were ready to roll as soon as they had access to the site. Within minutes of arrival, all seven EBar units were carefully calibrated to the various kegs supplied by our hosts and ready to serve up perfect pints to thirsty fans.

Outcomes

If matchgoers at Trent Bridge that day were surprised by the new EBar units, it didn’t show – fans overwhelmingly loved them, happily returning again and again. And for those who preferred the staffed bar, the shorter queues there were just as welcome!

And as well as increasing bar capacity, EBar’s quicker serving time reduced queueing and led to fewer abandoned sales. As a result, Nottingham CCC saw a boost in bar sales, with takings significantly higher than would be expected without EBar units present. What’s more, the impact on the fan experience was hugely positive for the venue.

Our partnership with the catering team at Trent Bridge has grown since then and, a few years later, EBar is well established as a firm favourite with cricket fans at Trent Bridge – howzat?!

EBar’s millionth pint was poured at Trent Bridge in May 2025. Read more

“When you try something new it’s always a worry, but it’s gone down really well… We’ve had great feedback from everyone, really, it’s been on loads of our social media sites… It’s generated a lot of money for us this year, EBar.”

Phil Sallis
Senior Catering Manager
Nottinghamshire County Cricket Club