The Brewers, and every professional sports team, have economics MBAs doing the analytics on concession pricing. They don't sit in a room and throw darts at ideas. If they made more money on dollar dog night, all the hot dogs be a buck. People much smarter than us are researching this stuff every day. The families you speak of most likely would not buy food, period, at the park. I'm one of those. We have the money, but we are food snobs and frugal for the most part and would not purchase ballpark food because it's substandard and not a good use of money. We're not who they're after. They want the people who do buy food now to have a better experience and be willing to spend even more on improved offerings. The timing of it is pretty perfect, as they probably need another year of gimmicky type stuff before the on-field performance gets people to the park.