NFL Players Driving Stadium Concession Menus And Buzz

Atlanta Falcons offensive linemen Chris Lindstrom and Matthew Bergeron were able to brush up on their acting skills while getting in quite a few bites out of one of Mercedes-Benz Stadium’s hottest new NFL foods.

In a trend this year spearheaded by Levy, the concessionaire is partnering with NFL players across the league on specialty food items served during NFL games, working with the athletes to craft and promote the items. For the Falcons players, that means plenty of “jumbo dirty bird turkey legs” and now a new peach cobbler parfait with funnel fries.

“I have had a blast,” Lindstrom tells me. “Getting to do it with Matt and chef Matt [Cooper] too and the staff was so awesome. Getting to be a part of what Levy does and seeing what goes into the stadium [operations] and put out a commercial, it has been a blast.”

Bergeron tells me players usually don’t get to interact with folks off the field, so learning how the food is made and how hard staff works was a great experience. Plus, he didn’t mind the chance to eat .

“It was an easy thing to do and great food,” Bergeron says about shooting a spot for the campaign. “It was a fun day for us.”

Along with the Falcons, Levy has partnered with Carolina Panthers’ wide receiver Xavier Legette on a Legette-themed “the masked bandit sandwich,” and with Detroit Lions’ Jahmyr Gibbs for a “spin, dash smash(burger) combo.”

“We have an incredible group of chefs who bring pride and energy into stadium kitchens across the country,” Andy Lansing, CEO of Levy, tells me. “Fans who are passionate about their favorite teams feel a special connection to the players, so we’re tapping into that bond to create new and customized food experiences that integrate fan-favorite athletes.”

Lansing says that players provide a fun and creative spark, whether with a personalized dish, co-starring in videos alongside a Levy chef or a combination of both. “When we can get fans celebrating a menu item before they even walk into the building,” Lansing says, “and then deliver with wonderful food, that’s an exciting one-two punch that we’ll look to continue in new ways.”

The three campaigns launched new this season and the social posts alone have generated more than five million views and over 60,000 engagements. The specialty items have also been some of the strongest sellers, sometimes selling out before kickoff.

Gibbs’ creation in Detroit is a mash up of his favorite foods: cheeseburgers, pizza, fries and Sour Patch Kids. The creation features a crispy smashed patty topped with mozzarella, pizza sauce and pepperoni on a grilled bun. It’s served with tater tot fries shaped like Sonic’s rings and Lions’ Honolulu Blue Sour Patch Kids. It has sold out every game and is one of the stadium’s top sellers.

In Carolina, the Legette sandwich is slow-smoked brisket topped in Carolina coleslaw and barbecue sauce with melted cheddar cheese on a custom-baked “raccoon” roll.

The players in Atlanta have now launched two items. It all started with the turkey leg, coated in a proprietary “dirty bird dust” seasoning, smoked and glazed with a peach habanero sauce, but just recently was joined by a peach cobbler parfait.

The players participated in a commercial—Lindstrom says he came in on an empty stomach since he needed to sub in a fresh turkey leg for every take. “The leg is pretty awesome,” he says. “After we said we got to take two of these to go, please.”

Bergeron says that between takes the athletes were able to talk to Cooper, senior executive chef for Levy at the venue, about what goes into the different food creations around the stadium and the focus on the fan experience. “He showed us other items and other ideas he works through,” Bergeron says. “The fact we were able to have that was an awesome experience. When you think about stadium food, you think about hot dogs and hamburgers, but we got to see the details and how creative chef Matt is.”

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Now the two linemen are getting noticed for more than just their play on the field. “A lot of people come up to Chris and I—they just love the commercial,” Bergeron says, noting he saw the spot Gibbs did and felt the Falcons was funnier, giving them the upper hand. “I feel like a lot of people thought the final product was great, but I definitely have to work on my acting skills. I did an okay job for the first time, but it is fun to see personalities and seeing guys out of their comfort zone.”

Lindstrom says the turkey legs have been a massive success in the stadium and he’s excited to see the program continue. For him, he’s just excited to be doing something fun—and completely new—with his friend. Plus, eating turkey legs is always a good time.

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