Mellow Partners with Avispa Fukuoka to Enhance Stadium Gourmet Experience

Mellow, a leading mobility business platform based in Minato, Tokyo, has announced its partnership with Avispa Fukuoka, a J-League club, to manage and optimize stadium gourmet services starting from June 2025. This collaboration aims to respect Avispa Fukuoka’s tradition of providing enjoyable experiences for supporters while improving the efficiency and quality of food offerings at matches.

Background on Avispa Fukuoka's Stadium Gourmet

Avispa Fukuoka boasts an impressive lineup of 32 food outlets, making it one of the largest in the J1 League. The stadium's offerings range from local specialties to international cuisine. The hashtag #アビスタグル (Avis Stadium Gourmet) has seen active participation on social media, reflecting the strong support from fans. Beyond just a food venue, the stadium gourmet community has fostered connections among supporters, enhancing their overall match experience. However, the increased number of vendors and the expansion across various areas of the stadium, such as the backstand and event spaces, have complicated management efforts, highlighting the need for more efficient operations.

Mellow’s Expertise in Food Services

Since entering the Fukuoka area in March 2019, Mellow has expanded its operations by setting up numerous food trucks, primarily in Hakata. Currently, over 100 food trucks operate daily in the region, and Mellow has contributed to the local food culture through vendor support, business assistance, and app integration.

Leveraging their operational know-how and the management systems offered by SHOP STOP, Mellow will gradually introduce enhancements into Avispa Fukuoka's stadium gourmet management. Initial efforts will focus on areas such as schedule coordination, business communication, and sales data sharing to minimize operational burdens. This approach will free up resources for the club to concentrate on strategic food initiatives and enhancing fan engagement.

Additionally, with the implementation of SHOP STOP's framework, participating vendors are anticipated to experience improved operating conditions and accuracy in information sharing, leading to a more satisfying vendor experience. Mellow is committed to maintaining a supportive environment for these vendors while further elevating the appeal of the stadium gourmet scene for loyal fans.

Introduction of 'Murakawa' Kitchen Car to Avispa's Stadium Gourmet

Starting July 16, 2023, the highly popular Tokyo-based kitchen car brand, 'Murakawa', has officially joined Avispa's stadium gourmet, debuting at the Emperor's Cup match against Giravanz Kitakyushu. Recognized for its signature dish, 'Salmon Rare Cut Nori Bento,' Murakawa offers a unique culinary experience through diverse flavors in a single bento. This marks the brand's first franchise venture into the Kyushu region.

In a strategic partnership with Managed Forward Group, Mellow facilitated this new addition, which saw remarkable success during the Money Forward Day on May 6, 2025, when Murakawa sold out shortly after the gates opened. To ensure a smooth experience for fans, a mobile order system has been established, allowing supporters to place reservations before matches, with dedicated pickup lanes available at the venue.

Mellow's Vision for Cultural Enhancement through Stadium Gourmet

The stadium gourmet scene at Avispa Fukuoka is not merely about food; it represents a culture that supports and celebrates local culinary traditions among fans. Mellow acknowledges the importance of this culture and seeks to foster initiatives that connect the spirit of support with gastronomic options. Future collaborations may include stadium experience tours for vendors, the creation of a supporter-driven 'Gourmet MAP', and the development of a 'Favorite Car' culture that reflects fan relationships with food trucks.

Through these initiatives, Mellow aims to cultivate value that resonates with fans and contributes to Avispa Fukuoka's commitment to deepening community ties and delivering memorable experiences. Updates will follow through Mellow's official channels.

Conclusion

Mellow is excited to embark on this journey with Avispa Fukuoka, committed to transforming and enriching the stadium gourmet experience for all supporters. With the ideal blend of culinary delights and community spirit, fans are sure to find even more joy in their matchday experience.

For further information, visit Mellow's Official Note or explore the SHOP STOP platform.