Diverse Food Options Can Help Ensure Attractions Don’t Leave Money on the (Dinner) Table
Credit: SeaWorld
Most attractions have two objectives: get people through the turnstiles and keep them happy so they extend their stay for as long as possible. And while rides, activities, and sights will always be the first considerations in meeting these objectives, food and beverage options are close behind.
With tasty treats ranging from smoked turkey legs to waffle cones to loaded nachos, traditional food options at many attractions offer ample opportunity for indulgence. These fun foods will likely remain attraction staples, but for a growing number of consumers, they’re no longer the ideal choices.
The most recent report from IAAPA, the International Association of Amusement Parks and Attractions, estimates that on average, 25-30% of an attraction’s revenue come from sales of food, beverages, and merchandise. When it comes to food and beverage options, consumer priorities are changing. The attractions that stay a step ahead of these trends will be best positioned to keep visitors on-site, happy, and spending money.
Embracing Diverse Palates and Personal Priorities
Reduced meat consumption is a growing trend: a recent study by The Conversation found that 10% of Americans over the age of 18 consider themselves either vegetarian or vegan. A 2020 study by market research firm 210 Analytics found that “flexitarian” diets are also on the increase, with 34% of respondents reporting that they’re looking to reduce the amount of meat in their diets.
This key shift in dietary priorities is driven by multiple factors, ranging from health benefits to concerns about environmental sustainability to religious or ethical guidelines. Meat is still on the menu for the majority of attraction visitors, but it’s important to ensure that an ample number of options meet the requirements of religious laws and guidelines. For example, the Muslim dietary guideline Halal requires certain cuts of meats that are processed and manufactured under a certain protocol. Kosher, the Jewish standard, also has a framework of foods that are allowed and guidelines on production, processing, and preparation.
Food allergies are another growing concern. Researchers estimate that the rate of food allergies more than doubled from 1960 to 2018, with about 7% of the population currently affected. In the U.S., hospitalizations related to food allergies tripled between 1993 and 2006, and rising incidence of anaphylaxis, or severe shock that can result from exposure to food to which one is allergic, has been reported. Food allergies not only present a major health concern, but also interrupt guest flow. Oftentimes, guests are forced to hold up the line while seeking information and confirming foods are safe to eat. They’ll often bring their own or leave the premises to guarantee food safety. Providing ample and easily accessible information—and ensuring that all staff know where this information is—can streamline the ordering process and increase sales.
Providing Festive Food for Everyone
These food trends may seem a bit daunting, but the food service industry is moving quickly to deliver a widening array of tasty treats that are appealing to a wide range of palates.
Vegan Ice Cream
Plant-based meat replacement options are growing by the day as major food service suppliers look to satisfy growing demand from restaurants, attractions, and other customers. Innovative products are emerging across the spectrum to offer indulgences. Vegan ice cream for that waffle cone? Choose your flavor. A delicious alternative to milk chocolate? Cadbury introduced one to the British market last year, along with an apology that it didn’t do so sooner. From snack chips to cheese alternatives, the options are out there, and they’re quickly growing in scale.
As the food service industry works to keep pace with growing demand for plant-based and other options for specific dietary requirements and needs, we have increasing opportunities to help ensure that all guests are feeling happy, full, and fully included in the attraction experience.
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