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


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


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


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.


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.


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


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%.


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.



Ken [email protected]

831-423-1890 ex. 2 www.NorthStarFandB.com

Lenny [email protected]



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

[email protected]

678-850-3002

Ken Whiting

[email protected]

831-423-1890 ex. 2

Amusement Park Food & Beverage Case Study - · PDF file•Menu Items (what to sell, ......

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