Amusement Park Food & Beverage Case Study - · PDF file•Menu Items (what to sell, ......
Transcript of Amusement Park Food & Beverage Case Study - · PDF file•Menu Items (what to sell, ......
Castle Park
Amusement Park
Food & Beverage
Case Study
IAAPA EXPO – Orlando 2008
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
• Castle Park Amusement Park.
• Background on Project.
• What We Reviewed.
• Results and Recommendations.
• Overall Recap.
• Top 10 Food and Beverage Success Tips.
Castle Park Amusement Park
Food & Beverage Case Study
SESSION AGENDA
Background on Project
•2007- Successfully launched as a new IAAPA educationprogram. (Elvis Presley’s Graceland)
•February 2008- Palace Entertainment approves request forsite.
•April 2008- Castle Park Selected.
•Early May 2008- Park Visit.
•Mid-May- Recommendations Made.
Eight Locations for Review
•Big Top Restaurant
•Java Joe’s
•Snack Shack
•Ice Cream Wagon
•Carts
•Plaza Café
•Arcade Snack Bar
•Vending
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
What We Reviewed
•Pricing Strategies
•Signage
•Speed of Service
•Menu Items (what to sell, what not to sell and what to feature)
•Beverage Program
•Use of Brand Names
•Menu Layout Strategies
•Cross Promoting / Coupons
•New Revenue Opportunities
Arcade Snack Bar
Current: Open daily. Located inside of Arcade. Very broad
snacks and hot dog menu.
Recommendation:
•Install new menu boards.
•Move Hot Dog Roller Grill to front counter for better
merchandising.
•Make cotton candy in location.
•Track what is being sold and remove slowest sellers.
•Change current ice cream offering.
Snack Shacks
Snack Shacks Current Menu
•Nachos
•French fries
•Corn Dogs
•Cotton Candy
•Popcorn Chicken
•Licorice
•Funnel Cakes
•Soft Drinks/Water
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Ice Cream Wagon
Current: Menu consists of Dippin Dots, Funnel Cakes, Red Bull,
Cotton Candy, Soft Drinks.
Recommendation:
•Install proper equipment and focus
solely on soft serve ice cream and additional
dessert items.
• Shakes, Sundaes, Floats, sprinkles, mix-ins, dipped cones,
and Flavorburst are all easy to make, labor efficient, high margin
items that can be packaged to create the WOW factor.
Big Top Restaurant
Current: Broad based menu of many varieties of pizza, chicken, salads,
sandwiches, fries, hotdogs and snacks.
Recommendation:
•Focus on pizza as the core product and limit other menu offerings.
•Consider a branded option – Pizza Hut Express.
Results:
•Partnered with Pizza Hut.
•Unit sales of personal Pizza increased by 20%.
Plaza Café
Current:
Busiest location in park. Broad menu of meals, snacks, desserts
and beverages.
Recommendation:
•Install new menu boards.
• Internal efficiency improvements (i.e. add additional ICEE
machine, beverage refrigerator, remove slush product)
• Offer two menus:
a) Summertime b) Off-season
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Snack Shack’s
Recommendations:
• Limit Menu to: Funnel Cakes, Corn Dogs & Soft Drinks/Water.
• Feature Fresh Made Funnel Cakes & Corn Dogs.
• Utilize freezer in location for ice cream as a Funnel cake addition.
• Review external signage - add a sales message.
• Pricing Opportunities when preparing items fresh and visually.
Expectations:
• Sales growth of 25%.
• Product Cost improvement of 10%.
Java Joe’s
Current: Java Joe’s as a “coffee” location was not performing to its
potential.
Recommendation: Change location to an ice cream/dessert featured
menu that included some coffee drinks.
Result: Re-themed to Dreyer’s Ice Cream. 50% sales increase.
BEFORE AFTER
Menu Boards
Current: Older style, full text menus.
Recommendation:
Utilize graphics of featured menu items more boldly.
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Pricing Strategies
Current Suggested
Examples: Corn Dog $2.49 $2.99
Cotton Candy $2.49 $2.99
Souvenir Beverage $4.99 $5.99
Refill: $1.49 .99
Value/Combo Meals Current Suggested
Discount % 20 – 25% 10 – 15%
Inconsistent Discounting in Value Meals versus Combos.
Individual Menu Items
Soft Serve Ice Cream
Current: Due to vendor/sponsor relationship a
4oz portion selling for $2.49 has a product cost of 70%.
Recommendation: Get out of or renegotiate agreement.
Raise price. Feature soft serve:
Red Bull
Current: Only selling the small (8 oz) size.
Recommendation: Sell the more popular,
higher margin 16 oz can.
Individual Menu Items
Cotton Candy:
Current: Cotton Candy is made behind the scenes away from the
view of customers.
Recommendation: Make the
product in front of guests.
Salad Bar:
Current: Full variety salad bar available in Big Top Restaurant.
Recommendation: Do a thorough review of sales and product cost of
this concept. Weekend operation makes this a challenge. Perhaps
follow current QSR trends.
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Menu Item Comments
Current: The following menu items were sold at multiple
locations throughout the park.
Recommendation: Selling these in less locations provides the
opportunity to improve;
•Inventory management.
•Employee training & Customer service.
•Speed of service.
•Food quality.
Menu Item Comments
Menu Item Comments
Funnel Cakes: Feature as a fresh made product in one
location.
Cotton Candy: Only sell where it is made, or mobile
vending.
Nachos: Create quality, improve presentation.
Popcorn: Pop more regularly throughout the day.
Licorice Ropes: Inventory management. Customers may buy
down.
Menu Items for Future
Consideration
•Minute Maid Frozen Lemonade
•Kettle Corn
•Fresh Baked Waffle Cones
•Root Beer Floats
•Shave Ice
•Self Serve Slush/ICEE
•Souvenir, Value added Popcorn
Container
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Additional Revenue
Enhancements
Vending:
•Utilize newer, visual beverage vending machines that accept credit
cards.
•Add Candy vending machines.
Umbrellas: Utilize umbrellas in patio areas that create a destination,
provide shade, and encourage dining.
Additional Revenue
Enhancements
Coupons:
Drive sales to specific menu items, locations and/or timeframes, by
giving miniature golfers, arcade patrons and others, discount coupons
that are strategically designed to build sales when and where needed.
Overall Recap
•Per cap spending•Increased by 18%!
•Big Top Restaurant•Pizza Hut Express in service and increased Personal PanPizza sales 20%.
•Java Joes•Java Joe’s was changed to Dreyer’s Ice Cream with greatsuccess. Sales increased 50%.
•Cotton Candy:•Made fresh in front of guests in a couple of locations.Cotton Candy machine was added to Snack Bar andincreased Cotton Candy sales by 20%.
Food & Beverage Case Study IAAPA EXPO – Orlando 2008
Top 10 Food and Beverage
Success Tips1. Know What Guests Want & Who You Are
Only offer what you can deliver well. Track what you sell and remove slow
movers.
2. Less Is More - Keep Menus Simple
Menus designed to manage peak sales periods.
3. Sell The Sizzle
Through prep, displays, packaging and employee involvement, create the wow
factor.
4. Signage
Should represent your core menu, not be confusing and use graphics.
5. Create A Signature Item(s)
Create products that they can only get from you.
Top 10 Food and Beverage
Success Tips6. Sell the best items from other venues
Know what the current top items are from other amusement parks, fairs and
festivals.
7.Healthy Foods - Move Slowly
Fun food sales adds to the experience.
8. Set Staff Up For Success
Through simplicity of menus, layout, equipment, policies and procedures.
9. Don’t Manage the Percents - Manage The Business
Be creative in delivering increased bottom line dollars.
10. Dessert/Snack Locations - Open Until Close, or Later.
Last minute, late night spending is often a lost opportunity.
Castle Park Amusement Park
Food & Beverage Case Study
831-423-1890 ex. 2 www.NorthStarFandB.com
Lenny [email protected]
Castle Park Amusement Park
Food & Beverage Case Study
Special Thanks to Castle Park Rolf Paegert – General Manager
Carlos Salazar – Food & Beverage Manager Albert Cabuco – VP Food & Beverage, Palace Entertainment
2008 IAAPA F&B Committee Members:
Bob Amoruso
Adventureland Amusement
Park
Lenny Freund
Freund Family Foods
Joe King
Elvis Presley’s Graceland
John Lawn
Hersheypark (Chair)
Kevin O’Brien
Hersheypark
Terry Riddle
Silver Dollar City
Jon Vigue
Lake Compounce
Ken Whiting
Whiting’s Foods/Santa Cruz
Beach Boardwalk
Mark Wijman
Konge Parken
For follow up information, questions or comments,
feel free to contact:
Lenny Freund
678-850-3002
Ken Whiting
831-423-1890 ex. 2