Mercedes-Benz Stadium Broke The Rules Of Stadium Food And It Paid Off

By Eben Novy-WilliamsBloomberg

When the Atlanta Falcons announced the food prices at their new $1.5 billion Mercedes-Benz Stadium – $2 hot dogs and sodas, $3 nachos, $5 beer – fans loved it, and people in other cities started pushing their local ownership groups to follow suit.

Falcons owner Arthur Blank had made a calculated bet that what the organization lost in markup, it would recoup in volume – fans would come earlier, stay longer and buy enough food to make up the difference.

He was half-right. About 6,000 more fans per game entered the stadium earlier than they did in 2016, and in general, the venue sold as much food by the end of the first quarter of Falcons games as it did in full games in 2016. Fans also gave the Falcons the highest satisfaction rating in the NFL for food and beverages, up from No. 18 in 2016, and the highest rating for security satisfaction, in part the result of lines made shorter by all the early entries.

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