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MB Stadium Announces Fan-First Menu Pricing

Posted May 16, 2016

Mercedes-Benz Stadium is reimagining the fan experience and on Monday announced a game-changing food and beverage pricing and quality model.


As a stated goal from the outset of design, Mercedes-Benz Stadium is reimagining the fan experience. Today in the first completed concession stand, stadium leadership announced a game-changing food and beverage pricing and quality model designed to address the top reported pain point for football fans and soccer supporters in surveys about the live event experience.

Upon opening in 2017, Mercedes-Benz Stadium will offer food and beverage options developed to deliver what fans want – variety, speed of service, quality and value. The fan-first menu at Mercedes-Benz Stadium will include the most popular items priced as follows without compromising quality:

$2 – Non-alcoholic beverage products with unlimited free refills (at freestanding refill stations)

$2 – Dasani bottled water; hot dogs; pretzels; popcorn

$3 – Peanuts; pizza; nachos; waffle fries

$5 – 12 oz. domestic beer

The menu and pricing model – which will allow a family of four to consume the typical game-day purchases for $28 or less – will be in effect for Atlanta Falcons and Atlanta United games, as well as major events at Mercedes-Benz Stadium including the Chick-fil-A Peach Bowl, SEC Championship Game, the College Football National Championship (2018) and the NCAA Men’s Final Four slated for 2020. The pricing and product offerings will be the same for concerts, conventions and other special events booked at the stadium.

BOOK PREVIEW CENTER APPOINTMENT: Click here to book an experience at the Preview Center

The NFL’s Voice of the Fan Survey, as well as primary research within Atlanta and other markets conducted by the Falcons and Atlanta United, clearly indicates that food and beverage is the third-most important driver of game-day satisfaction. Yet, it’s also the lowest rated aspect of the guest experience by almost every measure.

“We focused from the beginning on building a unique fan experience at Mercedes-Benz Stadium with a goal of helping those who visit to leave the stadium with great memories shared with family and friends, not aggravation and frustration about their experience,” said Falcons and Atlanta United owner, Arthur M. Blank. “We have listened to the concerns of the fans on the food and beverage experience and have responded to those concerns in a way that honors our commitment to providing the best possible fan experience at our events.”

To improve speed and quality of service, Mercedes-Benz Stadium has partnered with its design team, construction partners and Levy Restaurants to create what will be an exceptional experience for fans, employing several new operational and design elements that include:

• More than 670 concession points-of-sale (65 percent more than our fans currently enjoy)

• Self-service soda refill stations away from the concession stands (to increase speed, shorten lines)

• Increased on-site kitchen and cooking capacity to ensure freshness, quality and speed of service

• Whole-dollar pricing for ease and efficiency

“To truly reimagine the food and beverage experience, we needed to first and foremost offer fans the best value possible,” says Mike Gomes, senior vice president, fan experience. “Value starts with pricing but also includes improved quality and freshness, a variety of options that can appeal to all fans and the best speed of service – all of which we have delivered on through Mercedes-Benz Stadium’s innovative approach to the food and beverage program.”

BOOK PREVIEW CENTER APPOINTMENT: Click here to book an experience at the Preview Center

In addition to the traditional fan favorites, a variety of premium items including higher-end food options, draft beers and mixed drinks will also be available from local and national partners throughout the stadium at the same prices as you will find in their restaurants. A number of those partners will be announced over the coming months.

About Mercedes-Benz Stadium

Upon its completion in 2017, Mercedes-Benz Stadium will be a world-class sports and entertainment facility and home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. The multi-purpose stadium will host major sports and entertainment events, including the 2018 College Football Playoff Championship, the 2018 Chick-fil-A Peach Bowl, the SEC Championship and the NCAA Men’s Final Four in 2020. Mercedes-Benz Stadium is proud to be collaborating with its naming rights partner Mercedes-Benz USA and its eight founding partners including Coca-Cola, Equifax, The Home Depot, NCR, Novelis, SunTrust, IBM and American Family Insurance.

To learn more about what is happening at Mercedes-Benz Stadium including stadium updates, seating options and announcements call 678-686-4400 or visit www.mercedesbenzstadium.com. Follow us on Facebook, Instagram and Twitter.

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