Despite the $1.5 billion construction price tag, Mercedes-Benz Stadium is all about “fan-first pricing.” Falcons and United fans can order a cheeseburger for $5. A bottomless cup of soda costs $2. “If you lower prices, you’re going to create demand,” says SVP of Fan Experience Mike Gomes. Compared to the Georgia Dome, there are 65 percent more points of sale, most of them equipped with the capacity to cook on-site instead of working through some central commissary. Plus, their menus are shorter: fewer choices, less time spent picking. “We also went with whole-dollar pricing. Doing the math—on both ends—is easier when you’re talking about two dollars or five dollars.” It’s a highly efficient system, one that has made space for local chefs to get in on the action, too. Here’s a list of three great things to nosh on to get you started.
If you love fried chicken: Molly B’s Cookhouse, a partnership between Concentrics Restaurants and AMB Sports and Entertainment, may have some of the best seats in the house, but they’re hard to come by. Better to nab those fried chicken wings with spicy honey ($10) to go at the adjoining Molly B’s Kitchen. Chef Michael Bertozzi helms the kitchen of both.
If you can’t decide between a snack or a meal: Go to one of four Fox Bros. Bar-B-Q locations and you can get a $5 Frito pie—that’s beef chili, shredded cheese, diced onion, and corn chips. Or, head up to the 300 concourse and order a $6 smoked pork taco with avocado, tomatillo salsa, and jalapeño slaw at Jonathan and Justin Fox’s Tex Mex-a-Cue concept, which is unique to the stadium.
If you need to eat your veggies: Snackology 101’s “Market Tray” ($12) offers small portions of the vegan market’s Original Kale Salad (a mix of kale, carrots, red onions, and cornbread croutons), hummus and vegetables, gluten-free pasta salad, a choice of protein, and rice crackers. There’s a Snackology 101 stand—which also sells cold-pressed juices, coconut water, and kombucha—on every concourse but the club level.
This article originally appeared in our December 2017 issue.