Local Flavors Come to Tiger Stadium Mizzou Athletics is overhauling its game-day food offerings this season, bringing Shakespeare's Pizza and other Columbia staples directly into Memorial Stadium for the first time. The partnership between Mizzou Athletics, hospitality operator Sodexo Live!, and Columbia-based Upper Crust Food Service marks a shift toward hyper-local concessions as the stadium enters its 100th anniversary year alongside a $250 million renovation.
The New Menu Beyond Shakespeare's Pizza, the expanded lineup includes Champ's Chicken, Buck's Ice Cream, and Mya's Gourmet Popcorn. New concession items developed specifically for game days feature hand-breaded Tiger Tenders, Kansas City Burnt End Hot Dogs, and two Stack Burger variations—a classic and a Smokehouse version. Refillable souvenir soda cups sold at the stadium will direct a portion of proceeds to Every True Tiger Brands, Mizzou's Name, Image and Likeness (NIL) marketing agency.
Why This Matters "As we looked at the new hospitality offerings we wanted to bring to fans this season, we wanted to focus on food that feels like home while giving fans new reasons to explore and enjoy the game-day experience," said Brian Gaskill, Regional Vice President, Sodexo Live!. "Shakespeare's is a huge part of Columbia, and we know how excited fans will be to see it in the stadium. We're bringing a strong lineup of local favorites, Missouri flavors and some fun new takes on game-day classics straight to fans." Mizzou Director of Athletics Laird Veatch framed the initiative as part of broader enhancements to the fan experience. "Our new partnership with Sodexo Live! gives us an opportunity to elevate the food and hospitality experience throughout Memorial Stadium, and Adam Guy has been instrumental in helping bring that vision to life." Adam Guy, CEO of Upper Crust Food Service, emphasized the community dimension: "As a former Tiger, I know how much Mizzou means to this community, and food is a huge part of that connection. Shakespeare's is part of the fabric of Columbia, so bringing it into the stadium is incredibly exciting. We're taking flavors people already know and love and putting them right where the Tigers are playing. That's what makes this partnership so special."
For Stadium Operators The Mizzou model—sourcing concessions from beloved local restaurants and regional brands rather than relying solely on national chains—offers a template for other universities seeking to differentiate their fan experience during facility renovations. Bundling food revenue with charitable NIL contributions adds a second revenue stream while building fan goodwill.
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Written by FBM Publications Editors
