Wegmans Signs On as Official Grocer of NESN’s 'Dining Playbook'

Wegmans Food Markets is in contention to score big with New England sports fans. The Rochester, N.Y.-based grocery retailer has been named the official grocer of the New England Sports Network’s (NESN) “Dining Playbook,” an Emmy Award-winning weekly show featuring player eating and cooking segments.

The two-story Wegmans in Natick, Mass., with its Blue Dalia Restaurant & Tequila Bar, will be the film site for "Dining Playbook" features, as well as The Burger Bar. Wegmans will regularly co-brand the show's “Training Camp” and “Dish Delish” segments.

Hosted by Jenny Johnson and Billy Costa, "Dining Playbook" is about the intersection of sports, food and fine dining—at home and in the best restaurants in New England.

“The association with Wegmans is a natural extension of the show," said Johnson in a release. “The Wegmans brand is synonymous with customers who care about the food they eat, where it came from and a quality shopping environment.”

With the NFL preseason underway, Wegmans is strategically positioned to capture local New England football fans’ interest with in-store displays about game-day food and watch-party planning, along with pregame and postgame tailgating specialties. The grocer will feature in-store displays in its six Massachusetts locations.

"Dining Playbook" has featured dozens of players since it first aired in 2014, including Mookie Betts of the Red Sox, David Pastrnak of the Boston Bruins, three-time Super Bowl champion and former New England Patriots tight end Rob Gronkowski, and former Boston Celtics players Terry Rozier and Aron Baynes.