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Foodie Friday: Legends Keeps It Fresh At AT&T Stadium

The start of the NFL season brings several food and retail upgrades at stadiums in an effort to boost per caps for teams and vendors. This afternoon we’ll roll out a sampling of new menu items, capital improvements and other new initiatives, categorized by concessionaire.

First up on “Foodie Friday”: Legends Hospitality. Bring your appetite.


The Dallas Cowboys’ vendor, capitalizing on the explosion of themed hamburger restaurants nationwide, is testing a fresh burger concept at four club-level stands inside AT&T Stadium. The 10-ounce Angus sirloin sandwich served with fries costs $13.

The Vaqueros Street Taco stands in the main and upper concourses are back this season after Legends tested the product in 2012. Prices range from $8.50 for chicken and cheese flautas to $12 for burritos.

On the sustainability front, Legends has expanded its relationship with Paul Quinn College, a small liberal arts institution, to use the school’s fresh produce to supplement its supplies at the Cowboys’ facility. The school stopped playing football a few years ago and converted its old football field into a garden as part of its “We Over Me Farm” initiative educating its students about sustainable foods, said Michael Bekolay, Legends vice president of operations in Dallas.

In addition, Legends has installed a special cooler to cure all meats in the stadium. It is a way for Legends to control the ingredients and eliminate the dyes and sulfites used to preserve Italian meats that are a staple of deli platters served in the suites, Bekolay said.

Previously, Legends bought those meats from local suppliers or direct from Italy. Now, it’s making prosciutto fresh in-house in the main kitchen and storing it in the temperature-controlled 100-square-foot cooler.

“It’s less about cost savings and more about gaining control over the finished product,” Bekolay said. “It’s one step in the right direction for eating healthy … knowing the wholesomeness of where the food comes from and where it’s harvested.”

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