“It keeps ranking as the lowest satisfaction in all the surveys, whether that’s the league survey or our own survey,” McKay said. “… Amazingly, it’s not one we’ve been able to move the needle in, so we’re going to try.”
McKay called the prices, which are well below what is typical for major-league sports stadiums, “an investment in the fan experience.”
According to an annual survey by Team Marketing Report, the average lowest price for a hot dog at an NFL stadium last season was $5.29 and the average lowest price for a soft drink was $4.79.
The Falcons’ goal, McKay said, was to “change the concession experience and the way people perceive it” and to “create a core menu that allows a family (or) a group to go to a game and not have to eat beforehand because the food is so expensive.”
Aside from the items on the value menu, McKay said higher-end food and beverage options will be available in the stadium from local and national partners at the same prices that would be found in those partners’ restaurants.
“We look at it as a very fan-friendly pricing strategy that in many ways reflects what a fan would pay if they were on the street … as opposed to using our captive experience to up the price,” he said.
See more on this story on MyAJC.com.