I believe that all of the stadium catering has been sub-contracted out to Azure. Hearsay is that it's a fixed price contract so, financially, it makes no difference to the club whether 1 pie is sold or 10,000 pies are sold. I'm not sure I believe that is completely true.
I'd be interested to know the KPIs etc in place and how Azure are performing against their contract. Not that we'll know, obviously, as it will be commercially sensitive.
It is a fixed price contract and up to a point the club do not make any further money but beyond this point the profits are split between Azure and the Albion. So it is in the club's financial interests to sell as much as possible.