When the Falcons announced that the concessions at the new Mercedes-Benz Stadium were going to be much, much cheaper than they are at other venues, there were mixed reactions. I would say the average fan was pretty happy with the prospect of cheap food, soda, and beer, but wary of the rising costs of PSLs and more. Obviously if you were hungry at the shiny new stadium, though, this was pretty good news.
Naturally, no business wildly discounts concessions unless they think they’ll benefit in some way from it. Besides the hurricane of positive press that followed the announcement, it appears the cheap concession prices actually drove people to spend more money than they did at the Georgia Dome.