MINNEAPOLIS, Minn. — Fans heading to U.S. Bank Stadium this season will have plenty of new choices to consider when hunger strikes, with nearly 40 new food and drink options being introduced throughout the venue.
Aramark, which operates the stadium’s food and beverage program, recently brought together social media influencers for a tasting event designed to give fans an early look at what’s coming.
The event gave creators an opportunity to photograph and film the new offerings before sharing them with their followers online.
Jenifer Freeman, Midwest district manager for Aramark, said food has become an increasingly important part of the overall sports experience.
“You can’t lose sight of the fact that food and beverage has become such an important part of all our sports experiences, and so constantly we are trying to elevate, we’re trying to grow the program,” Freeman said.
Social Media Influencers Help Introduce New Offerings
The influencer tasting was about more than simply sampling food. Aramark sees social media as a way to reach potential customers who may not otherwise hear about new stadium vendors.
“Having the influencers here today is huge for us because it really reaches people that we might not be able to reach just within our own little circle,” Freeman said.
She added that social media has also influenced how people discover food brands themselves.
“A lot of the brands we have here I myself found on social media,” Freeman said.
Marissa Voss, a sports content creator who attended the event, said giving smaller businesses exposure through social media can help them build a stronger connection with potential customers.
“It helps the brand, it helps all of the people who are small businesses here, who are maybe big businesses, and it really shows a light and gives them a personality and avenue,” Voss said.
Tender Lovin Chix Adds a New Smash Burger
Among the new offerings is a fresh menu item from Tender Lovin Chix, which is returning to U.S. Bank Stadium for its second year.
The business, known for chicken and fries, is now adding a smash burger to its stadium menu.
“We’re known for our chicken and fries, but now it’s our new smash burger comin’,” owner Marques Johnson said.
The burger will be available at Section 121 under the playful name “Smash or Pass.” The name comes with an equally simple challenge for fans.
“If you don’t like it pass it, if you like it smash it,” Johnson said with a laugh.
The new burger gives returning customers another reason to stop by the stand while introducing the business to fans who may not have tried it before.
Sweet Habits Makes Its Stadium Debut
Another new addition will give fans a sweeter beverage option.
Sweet Habits, a dirty soda brand owned by Megan Retzlaff, will make its U.S. Bank Stadium debut this year.
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“It’s going to be amazing, we’re really looking forward to it,” Retzlaff said.
For Retzlaff, getting inside the stadium represents a major achievement for the growing business.
“This was on the top of my goal list for this business, so I’m absolutely honored to be here and to have two stands and to be able to represent our brand here is incredible,” she said.
The opportunity highlights how stadium food programs can provide growing local brands with exposure to a much larger audience.
Curds and Cakes Grows From County Fairs to Stadiums
For some vendors, earning a place inside U.S. Bank Stadium represents a major milestone after starting on a much smaller scale.
Tonja Kjaer, owner of Curds and Cakes, said her business began with concession trailers at county fairs before expanding into stadiums.
“We started out at county fairs with concession trailers and then we created Curds and Cakes to go into the stadium world,” Kjaer said.
The business now has four locations inside U.S. Bank Stadium, supported by 82 staff members and eight managers. Kjaer also operates stands at several other stadiums. For her, the growth has turned an early ambition into reality.
“It’s a dream come true,” Kjaer said.
With nearly 40 new food and beverage options arriving, U.S. Bank Stadium is giving fans more than just another game-day experience.
The expanded lineup also gives small and growing food brands a chance to reach thousands of sports fans under one roof.
Which new U.S. Bank Stadium food or drink option would you try first? Share your pick in the comments!