• Japanese
  • Korean
  • Chinese
Cover Image

Amusement Park Foodservice Trends in the U.S.

Abstract

Thanks to improving attendance and in-park spending, U.S. amusement park foodservice sales have surpassed prerecession levels, and Packaged Facts' Amusement Park Foodservice Trends in the U.S. forecasts continued growth through 2014. Make no mistake: food and beverage sales at amusement parks are big business, whether the parks are large or small; national, regional or local; sedate or thrilling; driven by teens, families, or a combination of both. Entertainment district growth, national restaurant brand opportunities, the need for healthier fare, and evolving promotional activity are each helping to shape tomorrow's amusement park foodservice strategies.

The key to growing amusement park foodservice revenue comes down to matching an amusement park's unique attributes to guests' foodservice habits and preferences. This report thoroughly analyzes guest demographics, park visitation behavior, and attendance trends industry participants need to make this connection - and to frame foodservice within the context of the amusement park industry. The report provides the following:

  • Assessment of trends affecting food service in amusement parks, including ticket pricing trends; meal promotions; food healthfulness; popular amusement park foods; quick-service and portability rationales; price promotions; entertainment districts; and branded food options.
  • Analysis of industry amusement park industry attendance trends by demographic (including destination park and regional park categories) and by state of residence and park proximity.
  • Trended demographic analysis of major amusement parks, including each Disneyland and Disneyworld park, each Universal park, Busch Gardens Florida, Seaworld, King's Island, Cedar Point, Six Flags, and Knott's Berry Farm.
  • Comparison of snack and beverage, limited-service and full-service restaurant usage among amusement park visitors to the general adult population.
  • Based on proprietary Packaged Facts data, analysis of amusement park visitors' "last visit" to an amusement park: their choice of companions, the distance they travelled to the park, their mode of transportation, and their decision to use lodging; BYO food and beverage usage; and ticket, food, beverage, souvenir & parking spending.
  • Market size and forecast for amusement park foodservice revenue for 2007-2014.
  • Analysis of the impact of macro-economic drivers shaping amusement park foodservice, including an economic forecast through 2014; consumer confidence and unemployment; consumer spending trends and recreation spending trends; travel and leisure spending trends; hotel travel trends; and amusement park attendance trends.

The report also analyses major amusement park operators' foodservice platforms, park by park, including those of Cedar Fair, L.P., Six Flags Entertainment Corporation, Universal Parks & Resorts, and the Walt Disney Company.

Table of Contents

Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of coverage
  • Methodology
    • Consumer survey methodology
    • Market size and forecast
    • Other sources
    • Restaurant categories
    • Limited-service restaurant definitions
    • Full-service restaurant definitions
    • Other definitions
  • Amusement Park Foodservice Market Size and Forecast
  • Amusement Park Foodservice Revenue Drivers
    • Insight Capsule
  • Amusement Park Menu & Food Trends
    • Insight Capsule
  • Amusement Park Attendance Trends: Demographic Analysis
    • Insight Capsule
    • Fast Facts
  • Amusement Park Visitor Restaurant Usage
    • Insight Capsule
  • The Amusement Park Visit: Companion & Travel Analysis
    • Insight Capsule
  • The Amusement Park Visit: BYO and Park Spending Analysis
    • Insight capsule
  • Amusement Park Operator Foodservice Analyses

Chapter 2: Amusement Park Foodservice Market Size and Forecast

  • Market size and forecast summary
  • Attendance on the upswing
  • For amusement parks, food is big business
    • Walt Disney foodservice revenue higher than next four amusement park operators combined
  • Table 2-1: Foodservice Revenue, Top Five Amusement Park Operators, 2011
  • Market size estimate
  • Graph 2-1: Amusement Park Foodservice Revenue, 2007-2014

Chapter 3: Amusement Park Foodservice Revenue Drivers

  • Overview
  • Economic forecast through 2014
  • GDP: A long time getting back, but finally passes pre-recession levels
    • Forecast factors
    • On a positive note
    • On a negative note
    • The projections
  • Graph 3-1: Unemployment, GDP & Inflation Forecast, 2012, 2013, 2014 & Longer Term
  • Consumer confidence showing signs of mending
  • Graph 3-2: Unemployment Rate, Savings Rate & Consumer Confidence, 2007-2012
  • Unemployment remains high but is tapering downward
  • Demographic analysis
    • Amusement park foodservice consequences
    • Promotional activity should continue
  • Graph 3-3: Monthly Unemployment Trends, Younger Age Groups, by Demographic: 2007-2012
  • Graph 3-4: Personal Income and Spending Trends, 2007-2011
    • Spending on recreational services outpaces overall consumer spending
  • Graph 3-5: Personal Spending on Recreational Services, 2007-2011
  • Travel and tourism spending
    • Tourism spending
  • Travel spending and volume to moderate in 2012 and beyond
    • Government forecast calls for even higher growth international travel to U.S.
  • Table 3-1: U.S. Travel Historical Expenditures and Forecast, 2007-2014
  • Hotel travel trends
    • Destination resort relevance
  • Table 3-2: Hotel/Lodging Use by Miles Travelled to Amusement Park, 2011
    • Amusement parks as hotel operators
  • Hotel industry upswing
  • Table 3-3: Monthly Hotel Room Occupancy Rates and Revenue by Quarter, 2009-2011
    • Positive forecast
  • Table 3-4: U.S. Monthly Hotel Room Occupancy and Rate Outlook, 2012-13
    • Attendance passes pre-recession levels
  • Table 3-5: Theme Park Attendance, Top 20 Theme Parks, 2007-2010
  • Theme park operator attendance trends
  • Table 3-6: Theme Park Attendance: Top 20 Theme Parks by Theme Park Owner, 2007-2010

Chapter 4: Amusement Park Menu & Food Trends

Overview

  • Ticket pricing trends
    • Price hikes
    • Incenting longer stays to trigger additional in-park spending
    • Busch Entertainment
    • Walt Disney World
    • Universal Hollywood
    • Six Flags' multi-year approach to improving ticket yield
  • Meal promotions
    • Six Flags
    • Universal Studios Orlando
    • Busch Gardens' all-day dining deal
  • If you're looking to eat healthy, go somewhere else
    • Pack a lunch
    • Is that the dietician crying?
    • Noah's Ark: deep-fried foods are a mainstay
    • Deep-fried Twinkies and Oreos
    • Healthy foods are offered
  • Amusement park staples
    • Ice cream
    • Finger foods
    • Pizza
  • Rules to live by
    • Keep it simple - and prepare it quickly
    • Make it portable
    • Tried and true favorites
  • Food relevance
    • Epcot foodservice at center stage
    • Walt Disney World Swan and the Walt Disney World Dolphin
    • Universal Orlando
  • Price sensitivity means enhancing food value
    • Kalahari Resort responds with combo meals
    • Water World mixes combo meal with ample signage
    • Splish Splash offers size variations
    • Water Park of America offers build-your-own options & mini-sizing
  • Entertainment districts
    • California Marketplace
    • CityWalk Orlando
    • Downtown Disney
  • Branded food options
    • In the park, Disney pulls Houdini on national brands
    • But food retail brands are prominently displayed

Chapter 5: Amusement Park Attendance Trends: Demographic Analysis

Demographic analysis: Amusement park attendance trends

  • Amusement park attendance on the upswing
    • Led by racial/ethnic minority groups and lower- and upper-income consumers
  • Table 5-1: Amusement Park Visitation Trends: Key Demographics, 2008-11

Destination & regional amusement park attendance trends

  • Slight shift to regional parks and away from destination parks
  • Demographic analysis: Destination park attendance trends
  • Table 5-2: Destination Amusement Park Visitation Trends: Key Demographics, 2008-11
  • Demographic analysis: Regional park attendance trends
  • Table 5-3: Regional Amusement Park Visitation Trends: Key Demographics, 2008-11

Demographic analysis: Visitor geographic distribution analysis: California parks

  • Table 5-4: Major California Amusement Parks, Visitor Geographic Distribution Analysis, 2011
  • Table 5-5: Major Florida Amusement Parks, Visitor Geographic Distribution Analysis, 2011
  • Table 5-6: Major Ohio Amusement Parks: Visitor Geographic Distribution Analysis, 2011

Demographic analysis: Attendance trends at major amusement parks

  • Disneyland
  • Table 5-7: Disneyland Visitation Trends: Key Demographics, 2008-11
  • Disneyworld: Animal Kingdom
  • Table 5-8: Disneyworld Animal Kingdom Visitation Trends: Key Demographics, 2008-11
  • Disneyworld: Epcot Center
  • Table 5-9: Disneyworld Epcot Center Visitation Trends: Key Demographics, 2008-11
  • Disneyworld: Magic Kingdom
  • Table 5-10: Disneyworld Magic Kingdom Visitation Trends: Key Demographics, 2008-11
  • Universal Studios Hollywood
  • Table 5-11: Universal Studios Hollywood Visitation Trends: Key Demographics, 2008-11
  • Universal Studios Orlando
  • Table 5-12: Universal Studios Orlando Visitation Trends: Key Demographics, 2008-11
  • Universal Studios Islands of Adventure
  • Table 5-13: Universal Studios Islands of Adventure
  • Visitation Trends: Key Demographics, 2008-11
  • Busch Gardens, Tampa
  • Table 5-14: Busch Gardens (Tampa) Visitation Trends: Key Demographics, 2008-11
  • SeaWorld
  • Table 5-15: SeaWorld Visitation Trends: Key Demographics, 2008-11
  • Knott's Berry Farm
  • Table 5-16: Knott's Berry Farm Visitation Trends: Key Demographics, 2008-11
  • Six Flags
  • Table 5-17: Six Flags Visitation Trends: Key Demographics, 2008-11

Chapter 6: Amusement Park Visitor Restaurant Usage

Demographic analysis: restaurant usage among amusement park visitors

  • Serve up the restaurant fare
  • Table 6-1: Theme Park Visitors: Restaurant Usage and Frequency of Use,
  • by Restaurant Type, 2011
  • Disneyland & Disneyworld
  • Table 6-2: Disneyland & Disneyworld Visitors: Restaurant Usage and Frequency of Use,
  • by Restaurant Type, 2011
  • Universal Studios & Islands of Adventure
  • Table 6-3: Universal Studios & Islands of Adventure Visitors:
  • Restaurant Usage and Frequency of Use, by Restaurant Type, 2011
  • Busch Gardens & SeaWorld
  • Table 6-4: Busch Gardens & SeaWorld:
  • Restaurant Usage and Frequency of Use, by Restaurant Type, 2011
  • Regional theme parks
  • Table 6-5: Regional Theme Park Visitors: Restaurant Usage and Frequency of Use, by Restaurant Type, 2011

Chapter 7: The Amusement Park Visit: Companion & Travel Analysis

The amusement park visit: Companion & travel analysis

  • Not a solitary endeavor
    • What it means for amusement park foodservice
    • Family companionship
    • What it means for amusement park foodservice
    • Bring the kids is the norm
    • What it means for amusement park foodservice
    • A local endeavor
    • What it means for amusement park foodservice
    • Load up the car
    • What it means for amusement park foodservice
  • Table 7-1: Amusement Park Visitors: Companion Analysis, Distance Travelled, Transportation Choice & Lodging Choice, 2011
  • Age analysis
  • Table 7-2: Theme Park Visitors: Party Size, Family Members Present, Children Present,
  • Distance Travelled, Travel Method & Lodging Choice, by Age, 2011
  • HH income analysis
  • Table 7-3: Theme Park Visitors: Party Size, Family Members Present, Children Present,
  • Distance Travelled, Travel Method & Lodging Choice, by HH Income, 2011
  • Race/ethnicity analysis
  • Table 7-4: Theme Park Visitors: Party Size, Family Members Present, Children Present,
  • Distance Travelled, Travel Method & Lodging Choice, by Race/Ethnicity, 2011

Chapter 8: The Amusement Park Visit: BYO and Park Spending Analysis

The amusement park visit: BYO food and beverage

  • BYO usage a strong competitor to in-park foodservice
  • Table 8-1: Theme Park Visitors: BYO Food & Drink, 2011
  • Age analysis
  • Table 8-2: Theme Park Visitors: BYO Food & Drink, by Age, 2011
  • HH income analysis
  • Table 8-3: Theme Park Visitors: BYO Food & Drink, by HH Income, 2011
  • Parents who bring their children
  • Table 8-4: Theme Park Visitors: BYO Food & Drink, Parents Bringing Children, 2011
  • Miles travelled
  • Table 8-5: Theme Park Visitors: BYO Food & Drink, by Miles Travelled to Park, 2011

The amusement park visit: ticket, food, beverage, souvenir & parking spend

  • Food and beverage spend is part of the visit
  • Table 8-6: Theme Park Spending Analysis: Admission Ticket, Souvenirs, Food, Beverages
  • & Parking, 2011
  • Spending by HH income
  • Table 8-7: Theme Park Spending Analysis:
  • Admission Ticket, Souvenirs, Food, Beverages & Parking, 2011
  • Spending by age
  • Table 8-8: Theme Park Spending Analysis:
  • Admission Ticket, Souvenirs, Food, Beverages & Parking, 2011
  • Spending by parents who bring their children
    • Kids' influence
    • Pester power
  • Table 8-9: Theme Park Spending Analysis: Admission Ticket, Souvenirs, Food, Beverages
  • & Parking, Parents Bringing Children, 2011
  • Spending by repeat visitors
  • Table 8-10: Repeat Visitor Theme Park Spending Analysis: Admission Ticket,
  • Souvenirs, Food, Beverages & Parking, 2011

Chapter 9: Amusement Park Operator Foodservice Analyses

Cedar Fair, L.P.

  • Target audience
  • Cedar Point and Soak City: summary of operations
    • Hotel facilities
    • Marinas
  • Cedar Point and Soak City: foodservice
    • Branded chain presence
    • Limited-service variety
    • Full-service in the minority
    • BYO limitations
  • Knott's Berry Farm: summary of operations
    • Hotel facilities
    • Area competition
  • Knott's Berry Farm: foodservice
    • California Marketplace
    • Weddings encouraged
    • Out-of-park competition
  • Other attractions
  • Sales performance
    • 2009
    • 2010
    • 2011
  • Table 9-1: Cedar Fair, L.P., Key Metrics, 2007-11

Six Flags Entertainment Corporation

  • A coaster leader
    • Cartoon characters provide differentiation
    • Regional draw among families, adults and teens
  • Table 9-2: Six Flags Entertainment Corporation, Demographics, 2010
    • Positive and improving guest satisfaction
  • Table 9-3: Six Flags Entertainment Corporation, Guest Satisfaction, 2006-2010
  • The parks
  • Table 9-4: Six Flags Entertainment Corporation, Park Profiles
    • Marketing and promotion
    • Honing the strategy
    • Group sales
    • Season passes
    • Ticketing discounts and promotions
    • A multi-year approach to improving ticket yield
  • Foodservice
    • In-park sales a significant revenue driver
    • Foodservice drives in-park sales
  • Six Flags Great Adventure  Food Offerings
    • On-the-go food offerings predominate
    • A smattering of sit-down choices
    • Discounting in the mix
    • BYO limitations
    • Six Flags Great America  Food Offerings
    • Candy, candy, candy
    • Meal discounting and promotions
  • Sales performance
    • 2009
    • 2010
    • 2011
  • Table 9-5: Six Flags Entertainment Corporation, Key Metrics, 2008-11

Universal Parks & Resorts

  • Universal Orlando
    • The Wizarding World of Harry Potter sends attendance skyrocketing
    • On-site Hotel overview
    • Hotel dining options
    • Healthier eating
    • Promotions
    • Wedding and reception packages
    • Ticket food promotions
  • Theme Park Dining: Universal Studios Florida
    • Quick-service
    • Full-service
  • Theme Park Dining: Universal's Islands of Adventure
    • Quick service
    • Full service
  • Dining at CityWalk Orlando
  • Universal Studios Hollywood
    • Wizarding World of Harry Potter coming to Los Angeles
    • Ticket food promotions
  • Theme Park Dining: Universal Studios Hollywood
    • Restaurant chains welcome
    • Local draw
    • Food centric
  • Sales performance
    • 2011
  • Table 9-6: NBCUniversal Theme Parks, Key Metrics, 2010-11

The Walt Disney Company

  • Parks and Resorts

Walt Disney World Resort

  • Magic Kingdom
  • Epcot
  • Epcot foodservice at center stage
    • Epcot's answer to authentic Italian cuisine
    • Epcot International Food & Wine Festival
  • Disney's Hollywood Studios
  • Hollywood Studios foodservice: functional and fun
  • Disney's Animal Kingdom
  • Animal Kingdom foodservice: food incorporated into theme
  • Downtown Disney Area
  • Downtown Disney Area foodservice
    • T-Rex theme park restaurant
  • Hotels and resorts
    • Walt Disney World Swan and Dolphin
  • Disneyworld chain branding
    • Pollo Campero branding initiative
    • Rainforest Cafe
  • Walt DisneyWorld Passholder Program

Disneyland Resort

  • Disneyland
  • Disneyland foodservice
    • Name restaurant brands disappear
    • But food retail brands are prominently displayed
  • Disney California Adventure
  • Disney California Adventure foodservice - a taste of California
    • Branded signage eschewed
  • Downtown Disney foodservice
    • Drawing visitors on its retail, dining and entertainment strengths
    • Easy access for locals
    • California Food & Wine Festival
  • Hotels and resorts
  • Disneyland hotels and resort foodservice
    • New resort set to open in 2013
  • Table 9-7: Walt Disney Parks and Resorts Business Unit Summary
  • Sales performance
    • 2010
    • 2011
    • Fiscal Q1 2012
  • Table 9-8: The Walt Disney Company, Selected Metrics, 2008-11
Show More
Pricing
Get Notified
Email me when related reports are published