NFL team puts end to price gouging on concession food

NFL fans will no longer feel like they’re paying an arm and a leg on stadium concession food, at least if they’re taking in a game at the Atlanta Falcons’ future home.

The team’s new $1.4 billion Mercedes-Benz Stadium, which opens next year, will sell a number of menu items for $5 or less, even for major events such as the Super Bowl or college bowl games. The stadium is slated to host the NCAA men’s Final Four basketball games in 2020.

The move is a reversal in the spectator sports industry where there’s a race to provide premium seating and gourmet chefs serving high-end stadium cuisine. For example, celebrity chef Danny Meyer’s Union Square Hospitality Group sells beef bratwurst for $9.75 and beef brisket sandwich for $10.25 at Citi Field and National Park.

Meanwhile, at the new Falcons’ stadium, a hot dog will cost $2 compared to the average $5.29 menu price at NFL stadiums last year, according to sports research company Team Marketing Report.

The stadium and the Atlanta Falcons are owned by billionaire Arthur Blank, co-founder of The Home Depot. Blank also owns the Atlanta United soccer team.

“We focused from the beginning on building a unique fan experience at Mercedes-Benz Stadium with a goal of helping those who visit to leave the stadium with great memories shared with family and friends, not aggravation and frustration about their experience,” Blank said in a statement. “We have listened to the concerns of the fans on the food and beverage experience and have responded to those concerns in a way that honors our commitment to providing the best possible fan experience at our events.”

$2: Non-alcoholic drinks with unlimited free refills

$2: Dasani bottled water, hot dogs, pretzels, popcorn

$3: Peanuts, pizza, nachos, waffle fries

$5: 12 oz. domestic beer

The national average cost of a beer at NFL stadiums is $7.42, while soft drinks at other stadiums average $4.79, according to Team Marketing Report.