How To Upgrade Your Menu Without Breaking The Bank

Let's be honest, in order to make it through these hard economic times and considering the shifting trend in dining to entertainment restaurants, we need to step up our game! A lot of FECs and Parks do not want to change their food offerings because they are afraid it is going to be an added expense that they can’t afford. But, if it's done right, you're going to be opening up that revenue stream to its full potential!

Now, you have heard me talk about the benefits of becoming a franchisee. This is highly beneficial if you aren't sure about how to create winning menu options for your guests. 

If this is true in your case, you may decide to buy a franchise that is already popular. This gives you the advantage to get a popular food brand into your location that has already been tried and tested and won the fans! Not only do you get a foolproof way of creating the food, but more often than not, you will also get the equipment and everything you need to make sure that it is the same great-tasting meals that people have come to know and love.

If you do not want to become a part of a franchise, there are other options available. You CAN upgrade your menu without breaking the bank! There are several ways to do it.

One of your goals as an FEC or park owner should be to provide quality dining options for local guests. By creating better menu items, you can inspire local people to come in for the food and stay for games! This means of course, that once you get the menu just right you will need to advertise and market as you would if you were just a restaurant. Advertise your meals, deals, and atmosphere! Show those mouth-watering pictures of your new creations and encourage people to come in to try your food. Once they’re in, they’ll stay for the fun! 

The family entertainment businesses that seem to be struggling the most, are those that have not yet taken the food and beverage idea seriously.  Take the businesses, for example, that think “some” food is better than no food. So, they only offer bare minimum refreshments (vending machines, popcorn dispensers, etc.).  

Are you only focused on vending machines?  Why?  This is not going to provide a profitable opportunity. Especially as the restaurant industry continues to embrace entertainment options for their restaurants, family entertainment businesses are going to be shutting their doors if they cannot keep up!

It has been one of the biggest complaints with many FECs, theme parks and amusement parks all over the nation, guests come in for the fun but can't stand the food so they leave. That is money that could have been spent extending their play time, and they’re walking right out the door! The fact is, and I cannot stress this enough, people don’t want to pay high prices for cheap items they can buy in the freezer section of the grocery store. 

When it comes to your food offerings, cutting corners can be killing a profitable revenue stream. Simple upgrades in quality can increase sales and create loyal customers.

Tips To Create Welcome Additions To Your F&B Game!

Your food service could become an efficient profit center that complements your family entertainment business. There are a million ways to “WOW!” your guests. Thankfully, you only need a few good ideas! Here are some ideas that are affordable to implement and have a reputation for being successful.

Did you know that scientific data has linked aromas and tastes to experiences and memories? It's true! Your mind, emotions, feelings and even memories are sometimes triggered by certain foods! Your goal should be to make sure that you have excellent food to go with your memorable guest experiences. Guests are going to come to your facility to have a great time. Offering them food that they love will start building a fond memory and a relatable bond. When you become memorable you also become mentionable. Word-of-mouth advertisements, because of good experiences, is a great marketing tool.

If you have a bar in your family entertainment business, you might want to hire enthusiastic bartenders that like to “show off” or have a flare for entertaining guests. You'll still be paying the same wage but when you have an enthusiastic staff member add a little excitement to a simple ordinary purchase, it is well worth it to your revenue.

Right now most consumers are into “fresh” foods. It could be a really great idea to create a theme using aromatic items and come up with new cocktails, appetizers, entrees and desserts that will make that theme come alive. Find out what appeals to the local people and then design a custom set of food options and drinks that complement the theme. 

For instance, mint is a highly aromatic plant and sparks the feeling of “fresh.” Why not add drinks, and desserts to compliment those higher price entrees that you want to sell? Limes are another great example. Think of margaritas, appetizers such as chips and salsa, or guacamole, and a sizzling mexican entree with fresh lime squeezed on top for your guests.

Presentation is another perfect example of an extra step that can make a difference. Have you ever gone into a restaurant and seen a dessert or appetizer that was on fire (on purpose, of course)? It turns everybody's head in the restaurant! A lot of people inquire about it, and many people will splurge just to try it. Create unique presentations and subtly parade them in front of other guests before making it to the intended table. It will make the guest who bought it feel extra “special” and it makes the other guests watching want that attention for themselves. 

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.