Krog Street Market-based Fred’s Meat & Bread brings its cheesesteak to the concession offerings at Mercedes-Benz Stadium, according to a press release. Fred’s cart opens this Saturday, June 29, on the 100 level outside section 116 during the match between Atlanta United and Montreal Impact soccer teams.
Fred’s, owned by Shelley Sweet, chef Todd Ginsberg, and Jen and Ben Johnson (The General Muir, Yalla, The Canteen), first opened at Krog Street Market in 2014. The $14 cheesesteak, created by Ginsberg, packs ten ounces of ribeye steak mixed with American cheese and onions into a hoagie roll.
Sweet says opening at the stadium has been on their “radar for a little while now.” They saw it as a “great opportunity” to offer Fred’s popular cheesesteak to a wider audience. At capacity, the Benz seats 71,000 people for games and up to 80,000 for concerts.
Fred’s also has a location inside the Canteen food hall in midtown on 5th Street.
It’s been a big week for Sweet, Ginsberg, and the Johnsons. The partners opened their largest restaurant to date, Wood’s Chapel BBQ, last Wednesday in Summerhill. Chefs Brandon Bailey (The General Muir) and Steven Dombrowski (the Canteen) are manning Fred’s at the Benz to allow Ginsberg to focus on Wood’s Chapel.
All of the concession and merchandise stands inside Mercedes-Benz Stadium went cashless in March. The move is meant to speed up transactions and, in theory, speed up lines at stands. People without a credit or debit card or mobile pay on their phone can convert cash to a prepaid VISA card at one of ten kiosks inside.
Prices of five food items were reduced this year as part of the “fan first” pricing initiative implemented at the stadium in 2017. Hot dogs, for instance, are now 50 cents cheaper than last year, costing $1.63 with tax included. Fred’s cheesesteak at the Benz is offered at the same price as Krog Street Market and the Canteen as part of the stadium’s fair pricing initiative.