The constraints on food service are huge, though. Because the venue only has 8 games a year, you can't put in the stand alone restaurant concept stuff you see in places like the baseball venues or Mercedes Benz stadium in Atlanta. Which leaves you with stuff you truck in. Which basically then limits your options to burgers, dogs, t-loin sammiches, pizza, etc. And I thought it was a company like Marriott running it, so you ain't gonna get anything great out of them. Basically will be the same crap off a Sysco truck, so even when they add something that sounds good like BBQ pulled pork sandwiches, it is going to just be some slow cooked (but not smoked) pulled pork slathered in a HFCS based "BBQ sauce."
Northwestern and Illinois used to have a lot of local vendors they would set up, but I think the logistics are a nightmare for the school and with the bigger food service providers like I would guess Iowa has, they typically want a monopoly. Northwestern used to get Hecky's in there for BBQ and the guy would have close to 1,000 people in line at halftime. I don't even know where inside of Kinnick you could set up an operation like that even if you could get local restaurants to sign on to a deal.