An ‘AR Dirk’ Will Be On Tap at Nowitzki in DFW Airport

The sports-themed restaurant experience could score big with the brand power of the Dallas Mavericks legend.

For most travelers, DFW Airport’s Terminal C is just a way to get someplace. But this summer it’ll get its own destination: Nowitzki, a new, high-tech bar and restaurant concept steeped in the brand power of the Dallas Mavs legend.

You may not see Dirk himself there, but you’ll be able to take a “virtual selfie” with an AR version of him thanks to tech from Frisco-based Aireal.

Dallas-based D&B Mitchell Group pitched the restaurant to the airport, promising a VIP sports entertainment experience with the feel of an upscale club suite—and lots of can’t-miss Dirk magic.
The concept has been approved by the airport’s board and is slated to open in 2023, ESPN reported last fall.

Nowitzki has a significant role in the creation of the menu, the publication said. Reflecting his dietary preferences during his impressive 21-year career and his German heritage, the menu includes an array of dishes that mirror his life and tastes.

In the ESPN news report, Nowitzki revealed his personal highlights from the menu, which include the “complex and alluring” chicken tikka masala, and Thai spicy beef, expressing his penchant for spicy foods. True to his roots, the menu also offers German classics such as chicken schnitzel and bratwurst, as well as hamburgers, which he notes were invented in Germany.

Nowitzki joins a select group of athletes who have lent their names to airport restaurants, including former Dallas Cowboys receiver Drew Pearson and ex-Denver Broncos quarterback John Elway.

A version of this story was originally published in Dallas Innovates 2023.

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