Eatertainment: Next-Level Food Service

By now you have probably heard of “eatertainment.” More and more restaurants are trying to incorporate some form of entertainment in order to keep their guests happy. The entire world encountered a three-year period, unlike any other, due to the pandemic. Now, people are choosing not to go to your normal sit down and order restaurants. Instead, they are shifting their preference to places that offer a fun and entertaining guest experience.

Parks and FECs are in a very unique and profitable position. We have all of the entertainment to fit the needs of our guests, and we have the opportunity to “WOW!” them with food! Parks and FECs that decide to strengthen their menu options and provide a great food and beverage experience for their guests are going to see their profits skyrocket.

Your Competition Is Not Just Other Family Entertainment Businesses!

Typical restaurants are seeing their numbers drop which is why they're trying desperately to incorporate some form of entertainment. Whether it is live actors, comedians or musicians providing a unique show, or other performances, they are capturing the attention of OUR guests!

What can this mean for our family entertainment businesses? Well, to put it mildly, some family entertainment businesses might see a significant decline in traffic. Why? It's simple. Restaurants are going above and beyond to incorporate something fun while also serving delicious, quality food. More and more of these eatertainment facilities are popping up everywhere!  

Even restaurants that were profitable pre-pandemic are changing the way they run their business now to boost traffic by incorporating some form of entertainment. These restaurants are now your competition!

People want good food! If they wanted cheap meals they would simply go to a fast food chain or buy something frozen from their grocery store. If people are coming into your facility for a good time why not keep them there longer with excellent food? You don't want your guests to feel the need to leave and go somewhere else for food because the chances of them returning are very slim. With all of the other options today for food and fun, your facility may take a back seat in comparison with better food offerings in your area.

Maximize Revenue With Food & Beverage Offerings

From the moment your guests walk through the door you want to keep them spending until they leave. Your menu should offer guests a variety. For example, some guests may not want to eat a large meal and then go play. So, why not offer appetizers and shareable plates? By offering an appetizer or finger food platter you can appeal to families and groups on-the-go that are looking for exceptional, yet quick, eats. 

If you have a bar, be sure to not only have an extensive drink list with fun names and catchy titles for your unique creations but be sure to have appetizer platters promoted in the area. Food, drink, and fun are a winning combination! Make sure that promotions catch your guest’s attention.

Capitalize on Eatertainment 

Host memorable eatertainment parties & events! Make your park or FEC popular for birthday parties, anniversaries, and corporate events. Don’t just offer the space, personalize it — staff members, from servers to managers, should check into each bay as they’re able to. Throw in a guest book for attendees to sign for special milestone events, offer pictures or recordings of the event and make their party a BIG deal throughout your facility! Make the guests feel like they are celebrities. This creates memorable crowd-pleasing experiences!  

Tips to Boost Eatertainment Guest Spending

Offer more ways to pay that are interactive like QR codes, introduce prepaid reservations for busy nights, and implement a virtual waitlist that shows guests how long they have to wait and how many parties are ahead of them. This can help you sell by letting guests see a menu and even place an online order to save time. 

This means if guests are waiting for a ride or attraction because of a long line, they can wait at your bar and order drinks and food until it becomes available, instead of leaving.  

Make group events more special with add-ons, like a birthday cake, VIP seating, a bouquet of roses, or even a champagne toast. Not only do add-ons make the occasion even more special, but the incremental revenue these perks can generate will make a big difference to your bottom line. Add-ons can be built directly into your online booking process and let your guests pre-pay online to reduce complications and drive up sales.

What's The Future Of Your Family Entertainment Business?

As more and more restaurants start branching into providing eatertainment it is crucial for family entertainment businesses to step up their efforts as well! Not doing so will only result in losing more and more customers and eventually going out of business. We have the means and opportunity to provide the best of both industries; Food & Beverage, and Family Entertainment. Don't miss out! Scale up or shut down, that is the future that we are facing.

Have you read an article I’ve published here on LinkedIn and want to talk about the topic a little more? If you’d like to book a call with me regarding the Family Entertainment Industry or Private Equity, please feel free. I enjoy connecting & collaborating with others in the same professional space.

Tim Murphy is CEO of APX Operating Company, dba Boomers Parks, under the ownership of Cerberus private equity ($60B assets). Boomers Parks owns six family entertainment centers and two water parks with locations in California, Florida, and New Jersey.

As CEO of Boomers Parks since 2020, Tim took these eight parks from bankruptcy to profitability in just a year – in the middle of a global pandemic. When Boomers acquired these parks, they were operating at a $10 million loss. Tim transformed the customer experience and added new revenue streams to generate a 180% increase in revenue in 2021 and on a similar trajectory in 2022.

Tim launched his 35+ year career at Walt Disney World and has since served more than 150 entertainment, restaurant, and food & beverage brands across more than 10,000 locations in C-suite and senior positions.

Additionally, Tim is a Board Director with Coney Park & Happy City - Family Entertainment & Amusement Parks, part of The Carlyle Group ($276B assets), a private equity firm that operates 150+ family entertainment centers and amusement parks in Latin America. 

Tim has worked with top-tier entertainment and restaurant brands including Disney, Rebounderz Trampoline Parks, Darden Restaurants (Olive Garden, Bahama Breeze, etc.), Red Lobster, Jimmy John’s, Applebee’s, Sonny’s Bar-B-Q, Denny’s, El Pollo Loco, Hardee’s, Golden Corral, and Firehouse Subs.

Tim has overseen more than 35 purchase transactions involving over 1,200 restaurants, stores, and park locations.  With extensive experience in buying and selling businesses, handling negotiations with buyers and sellers, and creating strategic partnerships to build strong brands, Tim has facilitated deals ranging from $11 million to $350 million+.

Tim is a member of International Association of Amusement Parks & Attractions (IAAPA), California Attractions and Parks Association (CAPA), Florida Attractions Association (FAA), American Amusement Machine Association (AAMA), National Restaurant Association (NRA), California Restaurant Association (CRA), World Waterpark Association (WWA) and International Franchising Association (IFA). He is a licensed commercial real estate broker in the State of Florida. Tim earned a BS/BA in Accounting from the University of Central Florida and an MBA in Finance from Orlando College.