Some of you guys are acting like this is a completely frivolous issue, and by itself maybe it is, but it's one factor in the overall game day experience, which the university should take seriously. Many of the people on this board are hardcore fans who are going to attend games regardless of opponents, start times, temperature, concessions, etc. And while hardcore fans are the foundation, a successful program also has to appeal to all kinds of other people with varying degrees of passion and interest.

For a non-hardcore fan, the decision to attend a game is a complex calculus of a ton of tiny factors. Each negative aspect of the stadium experience changes that calculus for the worse, if only a little bit. I don't think the caffeine issue by itself will stop anyone from attending (especially the people on this thread [we'll just deal with it]) but I can definitely see it factoring into people's decisions. Not the only factor, but a factor, along with start times, stadium wi-fi, modern video boards, weather, opponents, comfort of the chairs, whether or not their friends are going, how early they have to get up the next day, the tailgate situation, and a few dozen other little considerations. It should be obvious from this thread that people care about this issue. Regardless of how little you personally care, you can see that others do. And of all the factors that go into someone's decision to attend a game or not, some things--like start times--are out of BYU's control. But why in the world wouldn't the school be doing everything possible to give people what they want on the things it can control. The little negatives are truly little by themselves, but they do add up.

Attendance in most places is dropping. BYU does very well, but we don't sell out every game. If we want to keep doing well or even improve, it will take effort to create the best stadium experience possible. Here's an interesting article that discusses everything Auburn and a few others schools have done to keep attendance high.

http://www.orlandosentinel.com/sports/os-college-football-fans-0823-20150822-story.html

After surverying fans, Auburn identfied 64 areas that shape the fan experience, including four particular areas that needed attention. One of those was concessions.

It just seems like a very foolish decision for BYU to cling to this policy.