The Ravens’ $5 Play: Concession Economics That Win Fans and Wallets

The Ravens just dropped their “Flock Friendly Fare” menu: 11 staple concession items, all under $5.

• BBQ Chicken Sandwich — $4.99

• Nachos — $4.49

• Hot Dog — $3.49

• Pretzel — $1.99

• French Fries — $3.49

• Peanuts — $3.49

• Blackbird Chips — $2.49

• Popcorn — $1.99

• 12 oz Beer — $4.99

• 24 oz Soda — $3.99

• 20 oz Water — $3.49

At first glance? Cheap eats.
At second glance? A masterclass in behavioral economics.

📊 Benchmarking: Baltimore vs. The NFL

• Beer (16 oz, NFL Avg): $9.60 → Ravens slash by ~48%

• Hot Dog (NFL Avg): $5.29 → Ravens slash by ~34%

• Soda (20 oz, NFL Avg): $5.10 → Ravens slash by ~22%

• Fries (NFL Avg): $6–7 → Ravens slash by ~45%

👉 Translation: Baltimore is positioning itself closer to Atlanta’s fan-first pricing model than Dallas’ luxury-gouge model.

📈 The Economics of Cheap Concessions

1. Volume > Margin

   • NFL per-capita spend: ~$20.

   • Lower prices = higher purchase frequency. Families add one more item per head.

   • At 70,000 fans, +$3 average spend = $210K/game → $1.8M season lift.

2. Experience ROI

   • 71% of fans list concession prices as a top pain point (Sports Business Journal).

   • Atlanta’s model boosted sales 16% YoY and improved fan satisfaction.

   • Baltimore’s move: expect similar gains in NPS and return rates.

3. The Halo Effect

   • Anchoring beer and hot dogs under $5 reframes the stadium as “fair-priced.”

   • Fans arrive earlier (buy more), stay longer (drink more), and feel valued (renew tickets).

⚖️ Strategic Comparison

• Atlanta Falcons (2017–): $2 sodas, $5 beers → sales up 16%.

• Dallas Cowboys: $11 beers, $7 hot dogs → revenue strong, fan sentiment weak.

• Baltimore Ravens (2025): A hybrid — meaningful savings, still higher than Atlanta, but miles below NFL average.

🚨 The Real Play

This isn’t about fries. It’s about:

• Fan Experience → Loyalty through affordability.

• Brand Positioning → “Family-first” in a league known for high costs.

• Long-Term Value → Higher fan lifetime revenue from repeat purchases, renewals, and goodwill.

🔑 Blunt Takeaway

The Ravens just turned $5 beer and hot dogs into a multi-million dollar fan-retention strategy.

Men lie. Women lie. The numbers never do.

If you’re in sports, business, or strategy — ask yourself:
❓ What’s your version of a $5 hot dog?
❓ Where can you trade short-term margin for long-term loyalty?

Because in 2025, value isn’t a cost. It’s a weapon.