KCBS_740 SAN FRANCISCO (KCBS) — Fans say concession stand food is the third most important driver of event satisfaction, but it’s also one of the lowest rated among fan experiences by almost every measure.

Owners of the Mercedes Benz Stadium in Atlanta where the Falcons will play football in 2017 want to change the experience for fans, “To generate higher fan satisfaction, and trade off some extra revenue per item,” Stephen Greyser from Harvard Business School told KCBS.

Greyser said that food and beverage sales represent a significant portion of any sports franchises’ revenue stream.

The move has two aims, according to Greyser. “One is, it’s very fan-oriented for sure, and that will last for a long, long time. And secondly, it’s family-oriented.”

The prices are expected to be as low as $2 for hot dogs, pretzels, and popcorn, and $3 for pizza and nachos.  A family of four will be able to buy typical game-day fare for under $30.