For some theme park guests, the primary reason to visit is not the insanely fast roller coaster or the boat ride with an iconic song. Food and beverages not only fuel the day but make the whole experience more flavorful. With theme park food festivals, the special events give guests two things that they crave, new experiences with a side of value.
Food and value continue to be a vital concern to consumers. While terms like shrinkflation are part of the vernacular, value is more than wishing for less air in a bag of potato chips. People want to feel satisfied when the food is gone. One of the biggest complaints about some value meals is that $4 spent might be a small, but a big hunger left when the table is cleared is not a good return on investment.
With theme park food festivals, both the company and the guest need to get something in return. That give and take relationship is vital for the overall success. For example, if a $15 plate has people saying “where’s the beef,” the negative response outweighs any positive on the balance sheet.
Recently, Orlando theme parks have found a way to balance the flavor and food equation. Although no one would ever say that eating your way through a food festival is cheap, there are many positives from the experience.
For example, Universal Orlando is currently hosting its Mardi Gras International Flavors of Carnaval event. The global food celebration has an abundance of new items and returning favorites. Having sampled several of the items, the menu does balance portion sizes with money spent. While people’s opinions differ, the value conversation is part of the culinary team’s planning discussions.
As Jens Dahlmann, Vice President Executive Chef, Culinary Options, commented when asked, Universal Mardi Gras is a tasting event where guests will try multiple items, so it’s a balance of delivering portions that provide value to our guests.” This comment captures the main point of a theme park food festival. Guests want to eat three, four or more plates. The sizes, costs, and flavors need to keep them engaged with every order.
At Universal’s springtime event, it is easy to enjoy a plate of currywurst with fries, then grab some spicy Szechuan chicken bites, and finish with a bag of beignets. That combination is one of many examples of creating a global tasting menu while walking through the park.
SeaWorld Orlando takes a different approach to its Seven Seas Food Festival. The tasting lanyard encourages sampling and offers value with that purchase. Whether used mostly in one visit or throughout the festival run, the value is worth the purchase.
Additionally, SeaWorld Orlando offers large portions with some of its items. For example, its boozy cupcakes are easily shared with a friend. It might be the best buy of the event.
Lastly, Disney Parks has a different value proposition with its springtime Epcot Flower and Garden Festival. The Garden Graze not only encourages people to try some different dishes that epitomize the bounty of the garden, but the finishing prize is worth the effort. Some dishes might not be the favorite or typical order, but guests want to complete the task.
The bonus item for finishing the journey often becomes a coveted item for Disney fans. People want to be the first person to snap that photo and show the world what they earned. Eating some tasty food becomes a status symbol.
Overall, theme parks do try to balance the value with the experience at their food festivals. No one is ever going to win an argument that the food is cheap, but the return on investment is worth the money spent.