In terms of revenue on matchdays, I am probably one of many who doesn't spend anything. People will have various reasons for this including cost, having enough time, not being willing to queue, not like the offer etc. I think this is an area Doug and the retail staff could look at - what different food and drink options would people buy like decent coffee, subs, street food? How could they sell to cut down on queues - wandering beer sellers etc. What might people be tempted to buy in a pop up shop - hats, pin badges etc. Could you have some seating somewhere for those who can't stand to eat and drink - nothing fancy, just those bus stop style or drop down seats attached to the walls.