Videos

Watch Optus Stadium lighting show

The lighting system at the newly christened Optus Stadium is put through its paces. With over 150,000 LED lights, the system is one of the largest sports lighting installations in the world.

Click image to view video

Construction progress on Louis Armstrong Stadium

Watch progress on the new 14,000-seat Louis Armstrong Stadium currently under construction in New York City, USA.

Click image to view video

Are large operational groups with multiple stadia and arenas in their portfolios doing enough to address sustainability issues, or should the onus lie with individual venues to reduce their environmental footprint? 


Join our
LinkedIn Group


Web Exclusives

« back to listing

Mercedes-Benz Stadium adapts F&B offering in line with fans' requirements

Survey responses used by stadium operators to tailor food and beverage provision at Atlanta Falcons' new stadium

 

The stadium leadership at Mercedes-Benz Stadium has announced a 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 variety, speed of service, quality and value. The fan-first menu at Mercedes-Benz Stadium will include the most popular items at low prices: US$2 for non-alcoholic beverage products with unlimited free refills (at freestanding refill stations); US$2 for bottled water, hot dogs, pretzels and popcorn; US$3 for peanuts, pizza, nachos and waffle fries; and US$5 for 12oz domestic beer.

 

The menu and pricing model – which will allow a family of four to consume the typical game-day purchases for US$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.

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,” says 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, employing several new operational and design elements that include: more than 670 concession points-of-sale (65% more than fans currently enjoy); self-service soda refill stations away from the concession stands (to increase speed and 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.”

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 charged in those partners’ restaurants. A number of those partners will be announced over the coming months.

 

RECEIVE THE
LATEST NEWS


Your email address:



Read Latest Issue

Web Exclusives

Engineering support proves vital to Premier League upgrade undertaken at the John Smith's Stadium

Design and engineering company partners with stadium operators to improve the 24,120-seat venue in line with Premier League standards
Click here to read more



Multipurpose Place Bell opens in Laval, Quebec

New 10,000-seat hockey arena also features Olympic and NHL facilities, and can host performance events
Click here to read more



Reality check

Industry experts discuss the future of stadia technology at the AspireTech conference
Click here to read more



Real Salt Lake continues relationship with Daktronics for enhanced LED experience At Zions Bank Real Academy

Two displays have been installed with a third display on its way to the new facility in Utah. 
Click here to read more



One-on-one: Steve Crawford, VP, senior project executive, Crown Corr

Stadia speaks to VP, senior project executive Steve Crawford about bringing Crown Corr’s expertise to the new Mercedes-Benz Stadium. 
Click here to read more




Submit your industry opinion

Industry BlogDo you have an opinion you'd like to share with the stadia community? We'd like to hear your views and opinions on the leading issues shaping the industry. Share your comments by sending up to 500 words to matt.ross@ukimediaevents.com

Submit Your Recruitment Ad

Recruitment AdTo send us your recruitment advertising or to receive information on placing a banner please email john.doherty@ukimediaevents.com

Supplier Spotlight

Supplier SpotlightWe are building a list of leading suppliers covering all aspects of the stadia industry. Want to see your company included? Contact john.doherty@ukimediaevents.com for more details.

فروشگاه اینترنتی فروشگاه اینترنتی سیستم همکاری در فروش کانال تلگرام چت روم ماهواره آنلاین اندروید دانلود فیلم فروشگظ;ه اینترنتی