US Major League Soccer

Mercedes-Benz Stadium slashing already cheap concessions by 11 percent

The stadium will also be the first NFL and MLS venue to have a stadium-wide cashless transaction model, which will also begin March 10.

Mercedes-Benz Stadium made headlines last season by offering select stadium foods for an extremely cheap price.

Now the stadium is slashing the prices of some of those foods even further to "enhance the fan experience."

Prices for select foods, such as burgers, hotdogs and pretzel bites, will see an 11 percent price reduction in time for Atlanta United's first home game of the season on March 10.

The stadium will also be the first NFL and MLS venue to have a stadium-wide cashless transaction model, which will also begin March 10. This will help improve the speediness of receiving food, as well as offer the ability to lower food prices further and to step away from the whole-dollar pricing model.

Hotdogs, which are normally $2, are now $1.50. The ATL Bud Burger, which is normally $8, is now $7.50, and chips and salsa are down to $2.50, as opposed to its normal $3 value.

Steve Cannon, the CEO of AMB Group that provides the food services at Mercedes-Benz Stadium, said the fan-favorite pricing was such a success that the company wants to keep the fans happy by listening to what's important to them when it comes to concessions.

“(Atlanta United and Falcons owner) Arthur Blank repeatedly challenges us to find innovative ways to further improve operations across our businesses,” Cannon said. “As we’ve always said, it is incumbent on us to listen and respond to our fans and we’ve heard that value, quality and speed of service are incredibly important; therefore, we’ve again made operational adjustments that address each of these areas.

"Our fans are our most important influencers and we want to ensure they have the level of service they’ve come to expect from Mercedes-Benz Stadium.”

 

The fan-favorite menu was implemented at the start of the 2017 NFL season, which saw a 50 percent cut in most stadium food. Despite the big price cuts, the revenue from food increased 16 percent from the 2016 season, which saw full-priced menu options.

Bottom-line margins increased by 15 percent for the 2018 NFL season, compared to 2017.