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The basics:
Devils debut new concession menu including grilled chicken, pulled pork, Rice Krispie treats
Fan feedback guided menu updates; features vegan, gluten-free options
2026-26 season features theme nights, Heritage Kitchen pop-ups, suite refurbishments
Partnerships with Levy, local brands, PlayStar casino enhance fan experience
The New Jersey Devils are rolling out a slew of new eats and events to enhance the fan experience even further this upcoming season.
NJBIZ was on-hand Sept. 23 in Newark as the Devils and Prudential Center gave an early glimpse at the new food and beverage offerings from Eastback Kitchen, in collaboration with hospitality partner Levy.
“We are thrilled to welcome you to our third annual food and beverage tasting event,” said Dana Seiden, senior vice president, Business Operations, New Jersey Devils and Prudential Center. The event was held ahead of Wednesday’s preseason game between the Devils and New York Islanders (which New Jersey won 6-2).
“We go into this offseason the same way we did every single offseason – seeing what we can do to continue to elevate our food and beverage experience,” said Seiden. “And we think what you’ll see here tonight will be reflected in that – and really a testament to the hard work that went into it.”
Crafting the menu
Seiden congratulated Levy, Eastback Kitchen, and the Prudential Center staff for winning a prestigious Stanley Award in July at the NHL Club Business Meetings. The Venue Business Initiative honor for the Pier Club and Eastback Kitchen came in their first year at the venue.
“I would say that is, certainly, a title we intend to defend this off-season as well,” said Seiden.
“This is our third season here with Levy,” said Sarah Forster, vice president of hospitality strategy, Levy Restaurants/Prudential Center. “We’re really excited to be here. So, I just wanted to tell you a little bit about the menu innovation.”
Forster discussed the process.
“All summer, we take the time to read the survey, listen to the guests, the feedback we’ve gotten from our employees throughout the arena,” said Forster. “And we decide, what areas do we want to focus on? So, some of the fun things that you’re going to see today are what guests brought to us last season.
“You’re going see some of our great healthy cart options. If you’re gluten-free or vegan, you want to have those options available to you,” she continued. “We also did some fun things – Rice Krispie Treats covered in chocolate. And then we talked about some healthier options for concessions. We did a grilled chicken sandwich which everyone can enjoy.
“We had some really fun things happen in the off-season to get to this point.”
Giving the fans what they want
Aron Zaks, executive chef, Levy Restaurants, Prudential Center, echoed those sentiments about trying to listen to what the fans want.
“We want to make sure that we bring New Jersey feel to you guys,” said Zaks. “We’re Jersey people – all three of us – we want to make sure that we hear our fans, we hear our people. And give you guys what you want.”
He ticked through some of the menu items.
The full slate of new concession items and where they will be located in the arena include:
Grilled chicken sandwich Stands 12, 111
Pulled pork sandwich – featuring Mighty Quinns pulled pork Stand 4 Mighty Quinns
Garlic knots Stands 16, 130, 4
Pulled pork nachos Stand 4 Mighty Quinns
Grilled cheese & soup – featuring Campbell’s tomato bisque Stands 1, 126, 118
Bacon jam grilled cheese & soup Stands 1, 126, 118
Chicken empanada Stand 1 Goya
Rice Krispie treat – topped with M&Ms, Oreos, or sprinkles Section 2 Portable
“Devils fans told us what they loved and what they wanted new, and then we went to work,” said Zaks. “We spent the offseason listening, tasting, and testing to create a menu of new additions that are Jersey through and through. Being recognized with the NHL’s Stanley Award last season was an incredible honor, and we’re excited to build on that momentum with another year of Devils hockey, great food, and unmatched hospitality at The Rock.”
The Pier Club at Prudential Center ia a premium club space located on the second Suite Level of the west side of the building. – PROVIDED BY PRUDENTIAL CENTER/DEVILS
Key things to know about the season ahead at Prudential Center:
Plans call for a full slate of theme nights, which can be found here
Available fan-favorite concession souvenir items, such as the beer hockey stick on select nights and garlic knots in a goalie helmet
Season will also feature the B&R Eats menu, with some of Prudential Center’s most popular items
The return of Heritage Kitchen, a pop-up food and beverage initiative that supports small and local businesses through New Jersey, in collaboration with Levy
Refurbishments to the First and Second Suite Levels (presented by BMW)
Sponsored in-game elements featuring PlayStar casino
New Jersey-based clothing lines Jetty and Hazel will return as merchandise collaborations for brand new lines this season
Devils will introduce new and exciting brands to collaborate with; and much more
Available fan-favorite concession souvenir items include beer hockey stick on select nights. – PROVIDED BY NJ DEVILS/PRUDENTIAL CENTER
Something for everyone
NJBIZ spoke to Seiden at the event, who said the aim is to be able to accommodate everyone — from families attending games, to the most hardcore fans – Black and Red members, to business executives hosting clients and more.
“Our goal is to make sure we have something for everyone,” Seiden told NJBIZ.
She spoke about the partnership with Levy, a leader in sports and entertainment hospitality.
“This is year three with Levy – and I really believe that we’ve gotten better every single year,” said Seiden. “I think our fans would agree with that as well.”
She stressed that fan feedback guides every single menu decision that is made.
“I’m so excited for this season,” said Seiden. “Obviously, we’ve got the play on the ice to be extremely excited about. But this whole experience, giving them such a wide range of options and so many things that are fun – and uniquely Jersey.”