Popular items reduced by 11 percent
MBS Will Transition to Stadium-wide Cashless Transactions March 10
ATLANTA, GA – March 4, 2019 – Mercedes-Benz Stadium (MBS) is raising the bar on food and beverage by lowering prices on some of the most popular food items for a second consecutive year. MBS’s award-winning food and beverage experience, which has inspired a revolution in the industry with several professional and collegiate teams and venues across the country following suit, will reduce prices by 11 percent on five of the top items beginning March 10 for Atlanta United’s first home match against FC Cincinnati.
Thirteen months ago, MBS announced that despite a 50 percent drop in food prices, average spending per fan during 2017 Atlanta Falcons games increased by 16 percent over 2016 with an NFL voice of the fan rating of No. 1 across all food and beverage categories. The 2018 Falcons season proved just as successful as the 2017 season for MBS’s food and beverage model. Continuing to offer the lowest pricing in the league, MBS guests spent on average the same amount as they did in 2017 and fans again rated the Falcons No. 1 in all food and beverage categories for the second consecutive year, including the two new categories added by the NFL for 2018; value, quality, variety, speed of service, variety of beverages and guest service.
As part of MBS’s year-two success, stadium executives created operational efficiencies that further helped to improved bottom line margins by 15 percent over 2017 without raising prices, and while offering reduced prices on six concession items in 2018.
To further enhance the fan experience, MBS will become the first NFL and MLS stadium to implement a complete stadium-wide cashless transaction model on March 10, 2019. Transitioning to cashless transactions stadium-wide allows the stadium to move away from its whole-dollar pricing model, which was initially instituted to help speed transaction times, to further improve MBS’s already best-in-class speed of service. Additionally, going cashless produces more flexibility to adjust prices on food and beverage options more regularly, creating the opportunity to lower prices incrementally versus keeping prices static. MBS already holds the single-event record for all sports venues run by the stadium’s payment and transactions processing partner, NCR, for the number of credit card transactions processed on food and beverage with 76,446 transactions processed at Super Bowl LIII.
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The latest round of price cuts will reduce prices by 50 cents on a variety of items including the hot dog, which is the top selling item at MBS and for Super Bowl LIII. The cuts are as follows:
- Hot Dog: $1.50 (was $2)
- Pretzel Bites: $4.50 (was $5)
- ATL Bud Burger: $7.50 (was $8)
- Ice Cream Waffle Cone: $4.50 (was $5)
- Chips and Salsa: $2.50 (was $3)
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“Arthur Blank repeatedly challenges us to find innovative ways to further improve operations across our businesses,” said Steve Cannon, AMB Group CEO. “As we’ve always said, it is incumbent on us to listen and respond to our fans and we’ve heard that value, quality and speed of service are incredibly important; therefore, we’ve again made operational adjustments that address each of these areas. Our fans are our most important influencers and we want to ensure they have the level of service they’ve come to expect from Mercedes-Benz Stadium.”
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About Mercedes-Benz Stadium
Opened in August 2017, Mercedes-Benz Stadium is a world-class sports and entertainment venue in downtown Atlanta and home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. The multi-purpose stadium is host to major sports and entertainment events, including the Super Bowl in 2019, the NCAA Men’s Final Four in 2020 and is the first professional sports stadium in North America to achieve LEED Platinum Certification by the United States Green Building Council. Mercedes-Benz Stadium is proud to be collaborating with naming rights partner Mercedes-Benz and twelve founding partners, which include Coca-Cola, Equifax, The Home Depot, NCR, Novelis, SCANA Energy, SunTrust, IBM, Georgia Power and American Family Insurance.