Falcons’ lower food prices make national news


“Fan first menu” at Mercedes-Benz Stadium:

Hot dogs: $2

Soft drinks (with unlimited free refills): $2

Dasani bottled water: $2

46-ounce popcorn: $2

Pretzel: $2

Nachos with cheese: $3

8-ounce bag of peanuts: $3

Pizza slice: $3

Waffle fries: $3

12-ounce domestic draft beer: $5

Cheeseburger: $5

Chicken tender basket with fries: $6

The Falcons’ decision to buck sports-industry tradition by sharply reducing concession-stand prices in their new stadium made national news.

On NBC Nightly News, anchor Lester Holt opened a segment on the story Monday by saying: “Sports fans who feel they are getting gouged at the stadium concession stands may like what they are up to in Atlanta.”

After mentioning some of the prices — $2 hot dogs, $2 refillable soft drinks, $3 nachos, $5 draft beers —Holt said: “Hopefully other stadiums around the country are taking notice.”

That was part of extensive national media coverage generated by the story, which apparently resonated because of sports fans’ long-standing resentment of absurdly overpriced food and beverages in stadiums and arenas.

Business news network CNBC covered the story on its “Power Lunch” show Monday with a studio interview of Steve Cannon, the CEO of Falcons parent company AMB Group. Cannon also was interviewed about the topic by the Wall Street Journal, Bloomberg TV and ESPN.

Mercedes-Benz Stadium, which will be home to the Falcons, the Atlanta United soccer team and many other events, is scheduled to open next year. The reduced concession-stand prices will be in effect for all events held in the stadium, Falcons and Atlanta United owner Arthur Blank said.

Click here for full story on the pricing plan and philosophy.