The Dallas Cowboys are raising the stakes for stadium dining in 2025, unveiling an ambitious lineup of new menu items and innovative programs that showcase how professional sports venues are evolving into comprehensive hospitality experiences. With the September 14 home opener against the New York Giants marking the debut of these new offerings, AT&T Stadium is setting a new standard for food and beverage operations in the sports industry.
Game-Changing Menu Additions Drive Fan Engagement
The Cowboys’ culinary team, led by Legends at AT&T Stadium, has crafted menu items that celebrate bold Texas flavors while addressing diverse dietary preferences. The Frito® Pie Burger represents the intersection of regional comfort food and stadium dining innovation, featuring a juicy beef patty topped with chili, cheddar cheese, Chili Cheese Fritos, and pico de gallo on a brioche bun.
“The new burgers on the menu for the 2025 Dallas Cowboys NFL season feature toppings from classic favorites like Frito Pie and traditional authentic elote, and the combination is fabulous,” said George Wasai, Vice President of Food and Beverage for Legends at AT&T Stadium. This approach demonstrates how venue operators can leverage local food culture to create distinctive offerings that resonate with their audience.
The Elote Burger showcases another successful fusion concept, combining a beef patty with pepperjack cheese and Flamin’ Hot® Elote, available at Vaqueros stands throughout the stadium. Meanwhile, the Texas Burrito takes portability seriously with its 17-inch locally sourced flour tortilla filled with choice proteins, crispy fries, and fresh accompaniments.
Mascot-Driven Branding Creates Memorable Experiences
The Rowdy Dog, named after the Cowboys’ beloved mascot, exemplifies how sports venues can leverage brand equity in food and beverage offerings. This Sonoran-style creation features a Nathan’s All Beef Frank wrapped in bacon, served with candied jalapeños, pico de gallo, and spicy crema on a brioche bun. The strategic naming connects the food item to the team’s identity while delivering authentic regional flavors.
For hospitality professionals, this approach demonstrates the value of creating menu items that tell a story and connect emotionally with guests beyond just taste and nutrition.
Dessert Innovation Drives Additional Revenue Streams
The introduction of Dessert Nachos represents a smart evolution in stadium dessert offerings. These cinnamon-sugar-topped Dallas Cowboys stars come with housemade strawberry and cream cheese dipping sauces, available at Grab N Go Markets on the Upper Concourse. This item addresses the growing demand for shareable dessert experiences while maintaining the interactive, fun element that drives social media engagement.
Continuing Fan Favorites Maintain Operational Stability
The return of Tyson® Cowboys Star Nuggets highlights the importance of maintaining successful menu anchors while introducing new items. These star-shaped nuggets, featuring the Cowboys iconic logo, continue to be available at locations across the stadium with various dipping sauces. For food service managers, this demonstrates the critical balance between innovation and consistency in menu development.
Other returning favorites like the Pizza Burger: a 16 oz. Angus beef patty sandwiched between two pepperoni pizzas: and Tostitos® Ultimate Nachos provide operational reliability and cost control while new items drive excitement and media attention.
Blazing Trails: Leading Industry Inclusion Efforts
The Cowboys’ Blazing Trails employment program represents a pioneering approach to workforce development in the hospitality industry. Since 2009, this partnership with Blazing Trails International Center has employed over 70 staff members with disabilities, providing transformative job skills training and meaningful employment opportunities.
This program demonstrates how major venue operators can address labor challenges while creating positive community impact. For foodservice executives, the program offers a model for building inclusive hiring practices that benefit both operations and social responsibility goals.
Plant-Based Innovation Meets Educational Partnership
The Plant-Based Touchdown program, featuring partnership with WE Over Me Farm at Paul Quinn College, showcases innovative approaches to sustainable sourcing and community engagement. The program’s new hydroponics growing system will provide fresh greens and herbs for stadium menus while supporting hospitality business curriculum development.
This initiative addresses multiple industry trends: plant-based dining demand, local sourcing preferences, and educational partnerships that can provide workforce pipeline benefits. The program specifically focuses on inspiring African-American, Latino, and Native American communities to incorporate more plants in their diets, demonstrating food’s role in addressing public health challenges.
Technology Integration Enhances Guest Experience
AT&T Stadium’s continued implementation of in-seat delivery through the Dallas Cowboys app and Zippin frictionless technology at Grab N Go markets represents the cutting edge of hospitality technology integration. These conveniences address guest expectations for seamless service while potentially reducing labor costs and improving order accuracy.
For food and beverage directors, these technologies offer insights into how venues can maintain service quality during high-volume periods while gathering valuable customer data for future menu development and marketing efforts.
Premium Dining Experiences Drive Revenue Growth
The stadium’s suite and club dining programs feature sophisticated offerings like Jalapeño Hominy Cheese Dip, Gourmet Vegetable Pizza, and Cold & Smoked Rubbed Beef Tenderloin Presentation. These premium experiences demonstrate how venues can create multiple price points and dining experiences within a single facility.
The variety of presentation styles: from Touchdown Presentations to à la carte options: provides operational flexibility while maximizing revenue per guest in premium seating areas.
Beverage Program Innovation
The Miller Lite® House on West Plaza represents a significant investment in creating destination experiences beyond the main venue. With 87,000 square feet, 34 points of sale offering $5 Miller Lite, and food truck partnerships, this space extends the revenue opportunity while creating additional guest touchpoints.
The introduction of Cowboys Micheladas during Hispanic Heritage Month and Liquid Zero Margaritas made with Hornitos Plata Tequila demonstrates how beverage programs can address cultural celebrations and health-conscious trends simultaneously.
Lessons for Industry Professionals
The Cowboys’ 2025 menu strategy offers several key insights for food and beverage professionals:
- Regional authenticity drives differentiation: Items like the Frito Pie Burger and Elote Burger leverage local food culture for competitive advantage
- Brand integration creates emotional connection: The Rowdy Dog demonstrates how mascot branding can enhance menu appeal
- Technology investment improves operational efficiency: In-seat delivery and frictionless checkout address labor challenges while enhancing guest experience
- Social responsibility programs support recruitment and community relations: The Blazing Trails program addresses workforce needs while creating positive brand association
- Premium experiences justify higher price points: Suite dining programs demonstrate how venues can serve multiple market segments profitably
The Cowboys’ comprehensive approach to food and beverage operations: combining innovative menu development, technology integration, social responsibility, and premium experiences: provides a blueprint for how major venues can evolve their hospitality offerings to meet changing guest expectations while driving revenue growth.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
