Best food on ground: what you’ll be eating (and paying) at the AFL this year

There’s good news and bad news for food-loving footy fans this year. The bad news is that there will be price increases on popular items such as bottled water and schooners of beer. The good news is the prospect of excellent coffee.

Melbourne specialty coffee roaster Industry Beans is now the sole supplier of coffee to the MCG, with its high-grade beans available at 35 outlets at the ground on match days and two on-site cafes throughout the week.

The price of a small coffee is $5, while a regular costs $5.50. This sits slightly below the $6 some specialty coffee shops in Melbourne charge.

Brothers Steve and Trevor Simmons began their coffee-roasting business in 2010, opening Industry Beans cafe-roastery in Fitzroy in 2013 before going on to establish seven cafes in Melbourne, Brisbane and Sydney and at major shopping centres such as Chadstone.

Their foray into MCG hospitality follows a significant overhaul at the ground ushered in by caterers Delaware North, which was appointed ahead of the 2022 season. Melbourne-based businesses, such as Royal Stacks burgers, were chosen to bring a local flavour to typical stadium food and high-profile chefs, such as Guy Grossi, were installed in members’ areas.

This year, Industry Beans and contemporary Asian eatery Lucy Liu have been added as phase two of the project.

Stuart Fox, CEO of the Melbourne Cricket Club, which manages the ground, says Industry Beans was chosen via a tender process.

“What appealed to us was one: they’re local and it’s a great Melbourne story; two: the coffee is beautiful quality; and three… a modern fresh brand in the stadium,” Fox says.

Over at Marvel Stadium, owned by the AFL, half-time eats might be slightly less exciting for food-obsessed footy fans, but they are slightly cheaper.

The AFL chose to freeze 2022 prices at Marvel on everything except for water and schooners of beer, unlike the MCG, which felt bullish enough to increase the price of nearly every fan favourite, from hot dogs to meat pies. Both were previously $4.50, now $5.50.

Fans responded bitterly to the pricing announcements last week. One recommended staying in and putting an air fryer to work for a similar experience at a fraction of the price. Others suggested fans bring their own snacks, which is allowed, although you cannot bring in alcohol.

Marvel is undergoing a stadium upgrade, due for completion later this year, that will soon improve the snack choices for fans.

Currently, unless you are a Medallion Club member with access to contemporary Chinese fine-diner Lee Ho Fook or Gallery by Adrian Richardson (of Carlton restaurant La Luna Bistro), you’re likely to be eating burgers, fries and pies, although this year, roaming Krispy Kreme doughnut carts have been added.

But by next season, Marvel may give the MCG some stiff competition. The ground upgrade will include year-round access to pubs, casual bars and high-end restaurants from both local and international names, according to Marvel Stadium spokesperson Jay Allen.

The MCG’s embrace of Victorian food businesses and suppliers mirrors a wider trend for sporting events to place a greater emphasis on food to give their events a distinctive local identity. The Australian Open is the most notable local example.

Balance is key, says the MCC’s Stuart Fox.

“If we think a stadium can operate just with local produce and local chefs, it probably can’t,” he says. “Our best-selling food item at the ’G is a bucket of chips, and it probably always will be.

“But I also think one of our key drivers is to support the local economy.”