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One World Cup, two worlds: Atlanta’s $3 pizza collides with Mexican beer that costs a day’s wages

Fortune · Jun 23, 2026, 1:45 PM

World Cup tickets are expensive. Flights to North America are expensive. Hotel rooms in many places are expensive. Then there’s the price of beer. There are some fun — and yes, sometimes pricey — food and drink offerings at the venues playing host to the World Cup. A $75 caviar-topped tray of tater tots and a $40 empanada weighing in at 5 pounds (2.2 kilograms) for the daring or for sharing in Miami. Rib-eye tacos for $8 in Guadalajara, Mexico. Something called a Twinkie cheeseburger that has nothing to do with dessert for $22 in Los Angeles. Prices, in many cases, aren’t all that different from what U.S. fans would experience on NFL Sundays or college football Saturdays. But some international fans aren’t used to such pricing and are calling foul, especially over beer prices that can top $20. “It’s unfair. It’s not right. It’s wrong,” said Thomas Schüller, an engineer from Germany in Toronto to watch his national team play over the weekend, as he held a beer that cost him 24.25 Canadian dollars (about $17 or 15 euros). “It’s three times the cost of what I pay in my country.” But is that stopping him? “Well, no,” Schüller acknowledged. World Cup beer prices become a mild pint of discord There is clearly some sticker shock among international visitors to this World Cup, especially when it comes to the concession prices. In Europe, it’s not uncommon for beers to be perhaps around 4 or 5 euros (about $5-6). There’s also no shortage of intrigue on the menu at the concession stands at stadiums across the U.S., Canada and Mexico. “Never seen anything like it,” said Janine Arbetter, a fan from Austria, as she waited for a hot dog, chips and soda combo in Miami last week. The pre-tip price: $19.35 (about 17 euros), which included a discount for using Visa. “It’s a lot of food for a little snack.” Some Argentina fans happily showed off their $34 lobster rolls from a match in Kansas City on social media, but in Toron

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