Case Study: Toyota Stadium


Food & Beverage: General Concessions, Premium Clubs/Restaurants, Suites, and Special Event Catering


Legends took over operations for the FC Dallas at Toyota Stadium located in Frisco, Texas in March 2012. FC Dallas charged Legends with delivering innovation, increasing per cap revenue, improving food quality and changing the Guest Experience.

To deliver against each of these goals, Legends put a plan in place that included:

  • The addition of Legends signature brands including Bent Buckle Barbecue and Los Vaqueros Cantina.
  • The addition of performance cooking in Clubs.
  • A change in the food preparation philosophy by introducing the signature “made from scratch” approach in all areas.


  • A 21.0% increase in per capita revenue
  • A 55.0% increase in Guest satisfaction and a 100% improvement in the satisfaction of team ownership
  • Ticket sales continue to increase over the previous year

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