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.

Read Dallas Innovates 2023 online

Take a journey into the heart of North Texas business. Our annual magazine takes you on a tour of the innovative and creative forces shaping the future.



Get on the list.
Dallas Innovates, every day.

Sign up for our daily digest to keep your eye on what’s new and next in Dallas-Fort Worth.

One quick signup, and you’re done.

R E A D   N E X T

  • Dallas Fort Worth International Airport is getting a new extension for Terminal D—one that gives the international terminal an even greater feeling of spaciousness and runway vistas while delivering energy-saving technology through the use of View Dynamic Glass. See some views of the extension's fresh modern look, designed by luis vidal + architects in association with HarrisonKornberg Architects and Arup.

  • From a cute rolling robot to a hulking DC fast charger that can juice up to five EVs at a time, check out the next-gen mobile EV charging solutions being demonstrated during two weeks in June at DFW Airport.

  • Things to Do for innovators in Dallas-Fort Worth | Dallas Innovates Weekly Calendar

    North Texas has plenty to see, hear, and watch. Here are our editors' picks. Plus, you'll find more selections to "save the date."

  • A series of five EV charging demonstrations will be offered from May through August at various customer parking lots across DFW Airport, hosted by the airport’s Innovation and Planning teams in partnership with consultant STV. The demos will offer the chance to test next-gen EV charging solutions—such as autonomous robotic wireless charging, on-demand charging, and apps that enable charging control from anywhere on earth.

  • A new study by Upgraded Points looked into which U.S. airports offer the best lounges, and out of 50 airports, North Texas' own Dallas-Fort Worth International Airport ranked No. 4. "Airport lounges used to be thought of as exclusive places for elite flyers," said Upgraded Points Founder Alex Miller. "But over the last several years these lounges have become a popular attraction for all types of travelers, particularly those dealing with layovers and flight cancellations."