The Town: Discover Menus Signed by Henrique Fogaça

The organization behind The Town festival, taking place from September 12th to 14th at Interlagos Autodrome in São Paulo, promises that the anticipated public for the second edition will be well fed.
The gastronomic sector Market Square, which had 1,800 m² in 2023, will be much larger. Transferred to a more central area between the two main stages, Skyline and The One, it will have 2,870 m², with more than half covered and air-conditioned.
The space can hold up to 2,000 people simultaneously and is accessible to anyone who has purchased a ticket, just show up.
“At the 2023 edition, many people thought they needed to pay or book, but there is no access control. The door only closes due to air conditioning,” ensures Ana Deccache, marketing director of Rock World, the company responsible for the organization.
The gastronomic curation, which was entrusted to chef Alex Atala in the first edition, is now in the hands of chef Henrique Fogaça, a judge on the MasterChef TV show and owner of bars and restaurants in São Paulo.
In addition to tasting dishes from some of his establishments, such as Sal, Jamile, and Cão Véio, the audience will get to know recipes he created especially for the festival.
Fogaça divided the Market Square into six stations, each reflecting the cultural diversity of São Paulo. Each station was associated with a musical style, with a menu that complements the rhythm.
There will be burgers and cupim sandwiches at the Rock, Punk & Hardcore station; fair pastries and rice cakes at the Samba & Hip Hop; and tropical salad at the MPB Contemporânea & Healthy. Each station will offer four options, including a dessert.
“Festival food is meant to be eaten quickly, people should grab and go comfortably. The pork loin guioza, for example, comes in a box. It follows the same concept as street food,” Fogaça told Folha.
All dishes, which have already undergone the scrutiny of journalists and guests in two tastings, will be prepared on-site in a central kitchen under the supervision of Sapore, a company specialized in corporate restaurants and large events.
The logistics behind this massive operation are as rich and interesting as a backstage at a concert. Imagine that in 2023, 150 professionals prepared 5 tons of food,” says Deccache.
Another novelty is the Beer Garden, a 500 m² terrace overlooking the City of Music, with tables where the audience will find six Eisenbahn beer labels – Weizenbier, Unfiltered, Pale Ale, Session IPA, Pilsen, and IPA. For those who don’t want to waste time, there will be a beerwall, a self-service beer station.
In 2023, the price of festival food drew criticism from the public, especially those who opted for snacks on the lawn. Small pizzas for R$40 and fair pastries for R$30 went viral on social media posts.
According to Deccache, the 2025 menus are yet to be defined, but she admits that the prices charged at the festival cannot be the same as those outside the gates. “We have to set up a huge structure in a few days and then dismantle everything. This has a cost. It’s natural for the food to be more expensive, but we guarantee that the prices will be fair.”
The VIP area has also grown and more than doubled in size. It will be 18,000 m², divided into three floors, with high-end gastronomy.
At set times, chefs Tassia Magalhães, from Nelita, Eduardo Ortiz, from Métzi, and Felipe Rodrigues, from the Rosewood hotel, will finish their classic dishes live. The luxury will be exclusive to members of The Town Club loyalty program starting from the intermediate category. To join, it is necessary to pay R$1,379, in addition to the ticket, which costs R$975.