OnDemand WTP Pricing Research

Mercedes-Benz Stadium stopped ripping off fans at the concession stand and sparked a revolution [Video] | CBS News

When he co-founded the Home Depot chain, Atlanta Falcons owner Arthur Blank tried to make the customer experience and pricing the highest priority. He’s using that same model for concessions at Mercedes-Benz Stadium – and it’s having impact around the country.

Two seasons ago, the stadium unveiled a grand experiment in professional sports: food and drinks that average fans can afford: $5 beers and $2 hot dogs.

“I’d hear fans, just people around me, just complaining about it all the time. So I, you know, said to our management team, we need to price it every day the same way they would pay any place else they went in the city of Atlanta,” Blank told CBS News’ Dana Jacobson back in 2017.

It’s meant happier fans, and also higher profits. According to Falcons president and CEO Rich McKay, fans spent 16 percent more overall in the first year, even with price cuts of 50 percent.

“That was amazing. We did not foresee that. Maybe Arthur did in his wisdom but we didn’t,” McKay said as the stadium prepared to host the Super Bowl.

“In 2018 we repeated those results, number one in every category. It’s not hard to figure out that if you listen to the fans, you do what they ask, they’ll deliver,” McKay said. “The right thing to do, it’s incredible how, oftentimes, leads to making money.”

Read complete article here:

Mercedes-Benz Stadium stopped ripping off fans at the concession stand and sparked a revolution – CBS News.