United Parks and Resorts bring a new approach to theme park food
While the extreme roller coasters excite guests and magical memories can be snapped in front of iconic locales, food and beverages flavor the overall theme park experience. With United Parks and Resorts expanding its partnership with Everybody Eats/C3 (Creating Culinary Communities), specifically TOMA, the table is set to evolve theme park food menus in creative ways.
Over the past several years, theme park food has become a huge draw for guests. It is more than a cleverly shaped pretzel or an over the top sundae. The culinary creativity mixes into all the dishes have people willing to sit a little longer at a table.
United Parks and Resorts recently announced a partnership with Everybody Eats/C3 (Creating Culinary Communities). Earlier this year, the brand’s TOMA did a pop-up at Busch Gardens Tampa’s Howl-O-Scream event. After the highly successful run, TOMA is available during its Christmas Town. More importantly, the hospitality brand will be offering other collaborations across the various themes parks.
As C3’s Sam Nazarian, Founder & CEO explained, “We are thrilled to bring C3’s premium CPG and QSR brands to United Parks & Resorts, giving their customers even more reasons to return. This collaboration represents not just a culinary evolution but a reimagining of the dining experience at theme parks and entertainment destinations, offering accessible chef-driven concepts with delicious food that the whole family can enjoy. United Parks is an incredible collaborator, as they have mastered the theme park, entertainment industry and we cannot wait to work together to bring C3 countrywide.”
While theme parks have created immersive dining options, themed events, and a bounty of other food experiences, this particular partnership is interesting on several levels. TOMA, the first brand showcased in this partnership, is a Latin focused concept.
Created by Sofia Vergara and her son, Manolo Gonzalez Vergara, TOMA offers authentic flavors in an approachable way. For example, the current menu at Busch Gardens Tampa features croquetas, empanadas, dessert, and beverages. The combination of a handheld empanada with bold flavors is perfect for the theme park setting.
Other United Parks and Resorts, like SeaWorld Orlando, look to being culturally inclusive when it comes to their food offerings. This type of pop-up experience is welcome by people who have grown up eating croquetas and people who have never had a bite before.
Additionally, a hospitality brand with celebrity backers is not necessarily a common theme park restaurant. Although other resort areas see the benefit of chef-driven restaurants, beyond the turnstile the concept does not happen as often.
People are driven to have those “like us” moments. Many people will make a purchase to just try the empanadas that Sofia Vergara loves. Instead of just another pizza or hot dog, the TOMA menu has the celebrity seasoning that makes it more appealing.
How this partnership will grow across the United Parks and Resorts brands remains to be seen. Will SeaWorld Orlando get a pop-up at its Spring event? Only time will tell. Just remember to eat after riding roller coasters, not before.