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Sparking ‘A Wave’: Mercedes-Benz Stadium Cuts More Food Prices

August 28th, 2018

Mercedes-Benz Stadium officials said they would cut prices for six food items, including the ATL Bud Burger.

Courtesy of AMB Group

Mercedes-Benz Stadium is dropping prices by 12 percent on some foods like burgers and chili cheese fries starting Thursday.

Stadium officials said it’s part of an ongoing effort to have “fan-first” pricing.

Since it opened last year, Mercedes-Benz Stadium has been recognized for its lower-priced food items. Prices will be cut for more foods, beginning Thursday. (Courtesy of AMB Group)

Since it opened last year, Mercedes-Benz Stadium has been selling $2 hot dogs and $3 pizza slices.

Sports Business Journal called the relatively reasonable pricing a Sports Breakthrough of the Year.

Mike Sunnucks writes about stadium venues for Sports Business Journal.

“That kind of sparked a wave,” Sunnucks said. “A lot of other teams are either looking at it, and a few have done that, too. The idea is you’re not gouging your fans, and if there’s cheaper prices, they’ll actually spend more.”

The price for the ATL Italian sausage will be lower. Stadium officials say their research found people will actually spend more on food when prices are low. (Courtesy of AMB Group)

Last month, Atlanta Hawks officials announced it would also cut food prices when the renovated Philips Arena reopens.

“You know people do notice price cuts, and so I think they captured that kind of being first,” Sunnucks said. “It has really kind of helped set that stadium apart.”

Stadium officials say their research found people will actually spend more on food when prices are low. More than 6,000 Falcons fan per game were also coming to the stadium up to an hour earlier to spend time there.

Starting Sept. 16, Mercedes-Benz Stadium is expected to debut a $5 craft beer.

Steve Cannon is the CEO of AMB Group, the investment management and support services team for Arthur Blank’s for-profit businesses, including the Atlanta Falcons.

“Arthur Blank has repeatedly challenged us to find ways to lower prices again to further improve a food and beverage experience that already ranked No. 1 in the NFL and MLS in our debut season,” Cannon said. “These new prices are a result of that feedback. Arthur is going to keep challenging us to go lower, and we’re going to keep listening to the fans, so this is probably not the last one.”