Millwall Football Club has signed sports stadia specialist Lindley Venue Catering to deliver match-day services on the public concourses at the Den for a further five years.
Lindley's sports stadia division will continue to operate the kiosks at the 20,000-capacity football ground as part of the new deal, worth £3m.
Lindley first started working with the npower Championship League club in 2007 and the new agreement will run to the end of the 2016-2017 season.
Adam Elliott, the Lindley Group's chief executive, said the company had established a great working relationship with the team at Millwall Football Club.
"This level of commitment has enabled us to invest in developing the catering facilities and services at the ground," he explained.
"Introducing the new branded retail concepts along with the bespoke staff training programme we have developed really will take the match-day catering experience for fans on to an entirely new level."
Lindley will invest in refurbishing all of the kiosks at the ground and introduce customised versions of the new range of branded retail concepts it launched earlier this year.
Staff training and incentive schemes will also be introduced, offering loyalty concessions for season ticket holders. Social media marketing will be employed to maximise revenue potential from match-day sales, while Lindley is also working in partnership with the club to develop an external supporters' bar with fixed seating outside the Cold Blow Lane end.
The concourse kiosk refit will take place over the summer months and the new installations will be in place for the start of the 2012-2013 season in August. Lindley is also working with the club to develop a family-friendly unit offering a choice of healthier meal deals, juice and flavoured water alongside high-quality mini hotdogs, mini burgers, mini pies and a selection of traditional boiled sweets.
The refurbishment and catering services will be overseen and managed by Terry Buxton, a life-long Millwall FC supporter who has worked his way up the ranks, from serving in the kiosks on match days to become Lindley Venue Catering's resident retail catering manager at the Den.
Andy Ambler (pictured, left, with Adam Elliott), chief executive of Millwall FC, added: "We've been very impressed and enthused by the passion shown by the new management team at the Lindley Group and by the fresh, new approach they have brought to the business.
"The work they have done recently in developing their range of branded retail concepts is outstanding, and the capital investment Lindley is putting into refurbishing the facilities at the Den, along with the specific proposals and plans for improving the quality of food and customer service levels, has demonstrated their commitment to the club and our supporters."
By Janie Manzoori-Stamford
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