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Volume 26 No. 64
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Delaware North Bringing American Ballpark Concessions To U.K.

MLB is headed to Europe for the first time with this weekend's Yankees-Red Sox series, but baseball will not be the only thing London fans can experience, as the league and Delaware North will roll out a new American-fare menu. “The conversations we’ve had and the feeling we’re getting in London and in the U.K. is that the fans that are coming want the full American ballpark experience,” said Elliott Moore, Delaware North GM at London Stadium, site of the series. “The American fare is going to be popular and that they’re going to want to buy stuff often and get that (true) ballpark experience.” Delaware North has more than 80 years of experience working with MLB, and bringing authentic American concessions to the U.K. is the latest undertaking. Instead of typical British fare like fish and chips, fans can look forward to seven unique menu items, including a loaded chili cheese hot dog called the Boomstick. This will be the first time the venue has offered this item. "The Boomstick, which started in 2011, was really the first of those items in America to start that phenomena and craze that (fans) wanted at the ballpark," said Delaware North VP/Operations Shawn Mattox. "We looked across Delaware North at what was successful, and that was the one that really percolated up to the top. It's one of those marquee items."

SELECT CONCESSIONS PLANNED FOR LONDON STADIUM
CONCESSION
PRICE
DESCRIPTION
Boomstick
$31
Two-foot-long hot dog served with braised beef American chili, jalapeno cheese sauce, tomato relish, spring onions and jalapenos
Boomstick Nachos
$24
Super-sized tortilla chips served with braised beef American chili, jalapeno cheese sauce, tomato relish,
spring onions, sour cream and jalapenos
Fat Rooster
Chicken Burger
$9
Crispy chicken fillet, brioche roll, gherkin slaw and piri-piri mayo
Dirty Beets Burger
$9
Spinach kale burger, beetroot bap, baby gem lettuce, beef tomato, jalapeno cheese sauce
Homeplate Nachos
$6
Tortilla chips served with jalapeno cheese sauce, tomato relish, spring onions, sour cream and jalapenos
NOTE: Prices are rounded estimates converting from U.K. pounds to U.S. dollars.
Download the
London Food Chart

MORE AMERICAN FLAVOR: Fans also will be able to purchase beer from Samuel Adams and other American breweries for the first time. Adding to the atmosphere, Delaware North is training 150-200 vendors for the series. These crowd barkers -- who will carry a broad selection of popcorn, peanuts and other items -- will further provide an environment similar to that in the U.S. by selling alcohol for fans in the stands, which typically is not allowed at the venue. Along with the new menu, Delaware North’s operations are in the midst of transforming iconic London Stadium, home of West Ham United, into a 60,000-seat ballpark that also will enhance the fan experience with intimate seating closer to the field of play.

Eric Jackson writes for the Atlanta Business Chronicle, an affiliated publication.