AT&T Stadium F&B Case Study


In 2016-17, the Dallas Cowboys received fans’ feedback on the F&B offerings, something that our customer service team collects every game to get real-time feedback to our culinary team. The overall data shared exceptional results about the offerings, taste, and pricing. One comment noted that it would be great to have more diverse cuisine offerings at the stadium. Our culinary team took that to heart and went to work during the off season.


For the 2017-2018 season, Legends Executive Chef Tony Sinese of AT&T Stadium created several unique and flavoursome options from different cultural tastebuds including the Pro Bowl, the Taco Bowl, the Heaven and Hell Burger, and the buzzworthy Pambazo sandwich.

Description from Eater Dallas – A sandwich “as large as your head” says chef Sinese, it is a fresh bolillo bun filled with refried beans, chorizo, Oaxaca cheese, lettuce and sour cream. The sandwich is then dipped in a guajillo chili sauce, which means that it’s perfectly spicy and will also require a significant number of napkins.

Featured on ESPN – Dallas and Tex-Mex go together like chips and queso. No one knows that better than Mico Rodriguez, the godfather of Dallas Tex-Mex who launched the city’s venerable Mi Cocina chain and now runs the heralded Mesero. A huge Cowboys fan who has attended games since 1963, he gives us his impressions of the team’s new Mexican pambazo, along with suggestions on how he’d tweak the recipe at home. “They respect the authenticity of the dish,” he says. “It’s got guajillo [chili sauce]. It’s almost like making BBQ sauce. You have to be patient with it. I’m thinking really somebody is on the ball.”

See also: F&B