In recent years, theme park visitors’ expectations have dramatically evolved, and nowhere is this more evident than in the realm of food and beverage offerings. The latest Theme Park Beverage Trends report underscores a pivotal transformation in how parks are redefining snack and drink experiences.
It’s a shift driven by the desires of Generation Alpha and their Millennial parents, who not only seek thrilling rides but also crave memorable, “Insta-worthy” dining experiences with a narrative.
For over 20 years, I have had the honor of bringing craveable menus, promotions and exciting new F&B concepts to life. Having supported brands like Olive Garden, LongHorn Steakhouse, The Capital Grille and Red Lobster for decades, I now work alongside a seasoned team of beverage strategists and R&D professionals at Botrista. We have the pleasure of supporting theme park executives in elevating beverage experiences and bringing new drink concepts to amusement parks across the country.
We’re seeing theme-park-goer expectations set the table for beverage innovation like never before. With almost 30% of parks’ revenue coming from food and drinks, it’s a channel that operators can’t ignore when it comes to the future. More than elevating drink revenue alone, we are partnering with theme park teams to create custom themes that truly elevate the guest experience.
The Coaster of Theme Park Expectations
Gone are the days when theme park dining was a mere pit stop for refueling. The evolution has been fueled by a growing recognition that food and beverages play an integral role in the overall park experience.
This shift is reflected in impressive growth projections for the amusement park industry, which is expected to soar from $60.11 billion in 2023 to $110.21 billion by 2033. Today, per capita spending in theme parks is on the rise, highlighting the increasing importance of immersive food and beverage experiences.
Modern theme park goers expect much more than quick bites and sugary drinks. They demand experiences that are tailored and immersive, blending seamlessly with the themed environment of the park.
These expectations are no longer limited to rides and attractions; food and beverage offerings are now central to the park’s storytelling and engagement strategies. Industry experts like Dennis Speigel, President of International Theme Parks Services, emphasize that food and beverages have become as crucial as rides in attracting visitors. Bill Coan, CEO of iTEC Entertainment, agrees, noting that these offerings “expand the experience.”
According to theme park and resort expert Tay Mauro, who served as an innovative leader at SeaWorld, Disney and KPMG, theme parks that cannot meet consumers’ expectations for an elevated food and beverage experience will see shortened journeys through their parks.
Pointing to a new bar at King’s Island, Mauro says the range of colorful options drew attention. He noted the lack of mocktails which are “popping off in popularity.”
Leading parks like Disney have pioneered this shift, transforming dining into an adventure of its own. From Star Wars’ Blue Milk to the extravagant concoctions at Pandora’s Satu’li Canteen, these parks offer more than just meals—they provide narrative-driven culinary experiences that captivate visitors.
Theme park operators also see a growing expectation for automation-powered food and beverage experiences, and by that, I don’t mean traditional vending machines, but automation-enabled service of cool, instagrammable snacks and beverages.
A recent study showed 98% of students saying they like or love the innovation of automation in campus food programs. This automation expectation is exponentially greater in the theme park journey, which is logical considering that theme parks are built around automated equipment with an unmatched element of hospitality. It’s no surprise to see rising expectations for automated blending of fresh, colorful, craveable concoctions that are handed off by hospitality champions, perhaps even one in character.
Innovative Concepts and Offerings
Themed beverage venues now offer a mix of sophisticated and whimsical options that cater to all ages. These venues not only serve distinctive drinks and snacks but also enhance the storytelling aspect of the park. The popularity of themed beverages is evident in the success of Universal Studios’ Butterbeer and Disney’s Fuzzy Tauntaun, which have become attractions in their own right.
Automation and technology are also playing a significant role in elevating the guest experience. Mobile ordering, contactless payments and augmented reality (AR) dining experiences are becoming standard, offering convenience without sacrificing the magic. Rather than fully-automated experiences typically seen in vending, automation-enablement has been the ticket for innovative industry leaders.
The Future of Theme Parks
Appealing to Generation Alpha with innovative snack and beverage concepts will be crucial for the future success of theme parks. This generation’s digital nativity and desire for unique, customizable experiences will continue to shape park offerings. By focusing on immersive,
story-driven dining experiences, parks can secure their place in the hearts of loyal guests and ensure their continued growth in the competitive entertainment landscape.
My team and I will take the Innovation Stage at IAPPA Expo 2024 to share strategies theme park leaders are using to unlock the profit potential of immersive drink destinations, many of which highlight innovative boba offerings.
Jarrett Whitlow is a seasoned food and beverage strategist with extensive experience in developing craveable menus, appetizing promotions and culinary experiences. Jarrett now leads a dynamic team of Beverage Directors, Operations Excellence Leaders and the R&D function at leading beverage platform, Botrista.
