Food for thought!
length of stay. Each of those groups has different wants, needs and expectations to be filled.” Whiting’s F&B outlets are of the typical quick serve featuring core menu items of burgers, chicken,
format
pizza and hot dogs. Additionally, the organisation operates many carts and kiosks that feature snacks, desserts and beverages such as funnel cakes, popcorn, churros, pretzels, beverages, ice cream and Dippin Dots. “The locations that we operate are influenced by both
our customers and our capabilities,” Whiting says. “We pay close attention to what our guests are asking for and how they are currently purchasing, and make menu adjustments based on that. Knowing that quality and speed are highly valued, we need to acknowledge some limitations that our facilities and seasonal operating schedule create.” These days it would be fair to assume that healthy
options would be an important consideration, but according to Whiting it’s not necessarily the case. “In large part, park guests seem to use their visit to an
amusement park as a reason to be somewhat adventurous in their dining … and leave their diet at home,” he says. “However, in many venues there is some sales growth in what can be termed healthy options – and again it comes from knowing your visitors. Those that are on an extended vacation and staying in hotels may be looking for some healthier choices during their park visit. Smaller parks serving a local market, not so much.” And he notes that selling items that are unique has
definite benefits. “Those are the best menu items to sell! Menu items
that are unique and are not readily available away from the park, can add to the overall experience of the guest visit. Many parks have their ‘signature’ items that they are known for and these menu items can be as sought after as a ride on the roller coaster! They can typically deliver higher profit margins, as there are no retail price comparisons to be done. “Some of the menu items that we sell that fall into this
category include funnel cakes, deep fried Twinkies, fresh made churros, fresh baked waffle cones, self-serve slush, cotton candy, garlic fries, chocolate dipped ice cream, kettle corn and others.” As far as trends are concerned, Whiting comments: “As
already noted, an increase in expectations, quality and value. In some cases, guests are looking for those healthier options. One of the bigger trends may be towards allergen and gluten free menu items. Many parks are responding to this trend by making options available for their guests.
www.InterPark.co.uk 45 “There is also more display cooking being done. That
can be accomplished by having an outdoor BBQ to prepare burgers, or by making kitchens more visible. This type of approach does help to drive impulse sales, drive retail price points and margin and creates the perception of healthier, fresh menu choices. “Lastly there is a growing integration with souvenir
containers and food. Both hot and cold beverages, popcorn, cotton candy and kids’ meals are often available with a souvenir packaging component.” And how does Whiting feel the F&B offer impacts on the
overall enjoyment of a visit? “Whether it’s enjoying a meal or indulging on snacks and
desserts, the food offerings can greatly enhance the overall visitor experience. From being rested, re-energised and re- fueled in a comfortable dinning environment, to enjoying the uniqueness of a Funnel Cake, food is definitely a part of the memory being made.” At Movie Park Germany, in Bottrop, director of food and
beverage Jörg Pannenberg explains that the park has a lot of different types of F&B outlets which are all themed to the area in which they are located, from the exterior view as well as from the interior and the food on offer itself.
Image courtesy Movie Park Germany
Image courtesy Movie Park Germany
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