by tyler rizzo, storyland studio
In the themed entertainment industry, perhaps the most important factor in determining profitability is a venue's food and beverage department. F&B is typically the largest driver of on-premises spending. It is often two to three times his per capita spending in other individual categories such as retail, gaming, and other ancillary sectors. Given the above, it is extremely important that carriers provide adequate services.
I'm lucky enough to frequently visit some of the best themed entertainment operators on the planet. Whether it's a professional site visit or a personal outing with the family, I can't help but notice how these leading companies are improving and adapting. Eating and drinking For a post-pandemic world. Here are the F&B trends that I think are most important for taking the next step in 2024.
It starts with investment
This may seem obvious, but the biggest trend in F&B is meaningful investment in the sector. For decades, institutions have relied on having access to captive audiences. This is based on the age-old philosophy that “you have to eat.”
But in 2024, consumers expect more than frozen chicken tenders and fries. And they want that quality faster than ever before. Successful venues invest in both physical and human capital, and the results are clear. There is no better example of this than Cedar Fair.
Over the past 10 years, 'FUN' has invested over $160 million in capital to build incremental facilities, increase front-of-house efficiency, update back-of-house capabilities and launch entirely new F&B services. has been created. This includes new large feeders such as BackBeatQue and Cedar Point's Grand Pavilion, as well as renovations to existing facilities such as Blue Ridge Country Kitchen and Carowinds' Terminal A.
In addition to the trend of restaurant upgrades, corporate management is focusing on investing in human resources. Employed a dedicated F&B expert at the corporate level and dispatched an executive chef to each park to oversee quality improvements.
result?
F&B revenue increased significantly $200 million or 7% CAGR. Considering that FUN's total per cap grew at a CAGR of 3.5% over the same period, it's clear that this result outperforms other internal sectors. This is a huge success and should be considered a blueprint for future carriers.
There are many other major companies that are investing heavily in F&B growth. United Parks & Resorts (Formerly SeaWorld Parks & Entertainment), Busch Gardens Tampa, SeaWorld Orlando, and SeaWorld San Antonio all announced facility renovations through their social media channels.
Also at Universal Orlando Resort, Mel's Diner has been undergoing renovations for several months. After a long period of closure, Circus McGurcus Café Stupendus has reopened in time for the spring bustle.
Find ways to improve your experience
As for Universal Resorts, the team is most willing to embrace post-COVID-19 consumer trends, adjusting service methods to reduce wait times at dining establishments, or at least the perception of long lines. I've been most active in finding a way.
Over the past few years, Universal Adjusted the aggressiveness of mobile order enforcement. But it also appears to have found a sweet spot that facilitates the transition to digital while eliminating the traditional pain points of long lines of people waiting to order at the register.
Many of the resort's quick service establishments are switching from traditional “pay first” lines to improved table service with mobile ordering. Instead of lining up to order and pay, then waiting in line to pick up their food and finding a table, guests can find a seat, order on an app, and have their food delivered to their table by a runner. I can.
This style of service was tested last year at multiple locations, including Café La Bamba. Based on my observations, it is gradually being incorporated into all venues.
The aforementioned Circus McGurkus was previously a cafeteria-style restaurant with multiple chains. We have now completely cut off the old queue and switched to a table ordering system. Universal's data clearly shows that this F&B trend is being well received by guests through increased check amounts, increased satisfaction, or both.
You don't have to spend millions of dollars or make a strong mobile investment to find new ways to improve your experience. Great White Grill recently opened at SeaWorld San Antonio. For those who work up an appetite after conquering the classic Bolger & Mabillard menu, we offer upscale burgers and fries.
This place was a snack cart that sold an eclectic mix of what could best be described as carnival food. With a few changes to queue and point-of-sale arrangements and a few tweaks to the kitchen, SeaWorld is meeting new lunch needs while increasing check sizes and increasing the prevalence of lunch items. We were able to offer new lunch options to our guests. options for areas of the park that will be busy with the launch of the new log flume; catapult falls.
make staples taller
Final tendency By integrating these ideas, you can improve the quality of your F&B to meet the demands of today's guests. I think most business owners have encountered the “chicken tenderness paradox.” In other words, “Customers want a lot of different things, but chicken tenders are always our best seller!”
While that's probably true, and guests at themed entertainment venues are more likely to skip salads on vacation, finding ways to elevate the basics and pairing them with safe variety can increase your sense of value and increase your sense of value. The penetration rate of the menu will increase.
After testing a combination of Latin and Mexican food at SeaWorld Orlando, the park went all-in on tacos, converting Lakeside Grill from Greek to Mexican cuisine. The menu features traditional Mexican staples like street tacos and rice bowls. However, it also includes fries and a bacon queso burger. This continues the theme of offering classic items with a twist.
Located in the middle of Dockside Pizza Company, this former arcade now serves up extra-large flatbread pizzas. This includes a signature Bianca pizza to satisfy the “foodie”, alongside traditional cheese and pepperoni options.
As someone who has been involved in the themed food world, I can't wait to see how these F&B trends continue to evolve. We can't wait to see how it improves the experience for our millions of guests.
Food and beverage facilities are often the biggest pain point for a facility. Let's face it, there's tough competition from all the great vehicles our industry puts out. However, with the right focus and strategy, this critical area can become a driver of both profit and satisfaction.