StadiumBurger

The goal always comes while you are in the food queue. StadiumBurger is a name for the fix: one kitchen inside the ground, a menu on your phone, and a runner who brings the burger to your seat while you keep your eyes on the play.

The logo shows how far the idea reaches before anyone reads a word. The top bun has the seams of a basketball, the bottom is the laced curve of an American football, and the patty and cheese sit between them inside a red shield marked with a single star. It is a crest, the sort a team wears on its shirt, which is a shrewd thing for a caterer to borrow. Fans already trust badges.

Two mock-ups move between sports without changing a thing. In one, a young woman in a red cap and jacket carries a wooden tray of four red boxes through the stands of an ice hockey arena. In the other, two lads wait at the top of a concrete stairway above an American football field, trays strapped over their shoulders. Same caps, same boxes, a different crowd.

The name works for a single outlet in one ground or a chain across many, because it describes the place rather than a dish. It would also sit comfortably on the app icon that takes the order, which is where most conversations with the customer would begin.