F&B as a Destination: Driving Attraction Success

Overview:

In the latest episode of the “Live with Sondra” show, Gatemaster CEO, Sondra Shannon, sat down with a true veteran of the attractions industry, Ken Whiting, President and CEO of  Whiting’s Foods. This session offered invaluable insights into transforming food and beverage from a mere amenity into a core strategic element for attractions. The discussion highlighted how innovative F&B approaches can significantly enhance guest experience, drive revenue, and build loyalty.

Insights from This Live

• Food is no longer just an afterthought—it’s a destination.
  The discussion highlighted how food and beverage has transformed into a key part of the guest experience, with attractions using it to create a sense of place and tradition.
• Signature food items create park identity.
  Like the iconic Dole Whip at Disneyland, unique food offerings become memorable elements that guests look forward to and associate with the park, fostering guest loyalty and repeat visits.
• Food festivals are a powerful marketing strategy.
  Attractions can drive attendance and create a buzz by hosting food festivals, which offer something new and exciting to guests without the significant investment of adding a new ride or attraction.
• The next generation of the workforce requires a new approach.
  Ken shared valuable insights from his book, emphasizing the importance of managing young employees “through their eyes” with patience and compassion, acknowledging the unique challenges they face in a post-pandemic world.
• Mobile ordering can revolutionize revenue.
  Gatemaster’s mobile ordering system was highlighted as a tool that not only improves the guest experience by eliminating lines but also significantly increases revenue (by 20-40%) because guests have more time to enjoy the venue and make more purchases.

5 Notable Quotes

• “Food and beverage tends to be the second revenue source for most attractions.”
  – Ken Whiting
  Elaboration: F&B is a major revenue driver after ticket sales. Quality, variety, and engaging experiences in dining can significantly boost income and overall attraction profitability.
• “If you are grilling out in front, if you’ve increased the quality of your ingredients, people will gladly pay more. They will gladly wait a little longer. They just want to know that once they get their order, that there’s a ‘wow’ attached to it.”
  – Ken Whiting
  Elaboration: Guests value high-quality, memorable food experiences. Providing a “wow factor” makes waiting worthwhile and encourages repeat purchases.
• “Signature menu items have halo effects; they make you think about food when you’re at that property.”
  – Ken Whiting
  Elaboration: Signature dishes become iconic, building brand recognition and memorable experiences that draw guests back for those unique flavors.
• “[Meal passes] are very successful if developed and executed correctly. It’s really all about pricing them based on how many times you think you’re going to go.”
  – Ken Whiting
  Elaboration: Understanding guest habits is key. Properly priced meal passes cater to both frequent and occasional visitors, maximizing convenience and revenue.
• “Food has become such a growing strategic element of the visit; it’s often an attraction in itself.”
  – Ken Whiting
  Elaboration: Food at modern attractions is more than a necessity—it’s an experience. Unique, memorable culinary offerings enhance the attraction’s appeal and create lasting impressions for guests.

Whiting’s Foods’ Approach:

Ken shared that Whiting’s Foods has been a family business for over 70 years, running the  F&B program at Santa Cruz Beach Boardwalk. Their guest-focused culture prioritizes memorable experiences. While speed matters, guests now tolerate longer waits for higher-quality items, like fresh churros made on-site, boosting satisfaction and revenue.

Ken Whiting’s Preferences and Technology:

Ken began his career peeling bananas but built success through learning and innovation. He adopts ideas from other parks and has modernized Whiting’s Foods with technology,  from selling bottled water to integrating mobile ordering and POS systems. His experience highlights adapting to guest expectations and improving operational efficiency. 

Sondra’s Perspective:

Sondra, as an attractions veteran and tech CEO, emphasized creating lasting memories over transactions. She noted that tools like Gatemaster’s mobile ordering and real-time notifications help attractions enhance guest experiences, drive revenue, and free staff to focus on memorable moments.

Improving Guest Experience:

The session reinforced that a top-tier guest experience is the goal. Ken showed how F&B  can be more than food service—curating unique experiences differentiates attractions.  Signature items and food festivals excite guests and encourage repeat visits, making the experience itself a powerful marketing tool. 

Creating Memories and a Guest-Centric Culture:

Ken highlighted the importance of treating guests as more than customers and empowering young employees with patience and guidance. His book, Waves for Teenage  Workforce Success, provides a framework for building resilient teams that create positive experiences for every guest.

Gatemaster’s Guests’ Appreciation and Value:

As sponsor of “Live with Sondra,” Gatemaster Technology provides valuable resources and insights to the attractions industry. By bringing together industry leaders to share their knowledge and experiences, Gatemaster provides a platform for education and community building. This session with Ken exemplifies that commitment, offering operators tools and knowledge to enhance operations, uncover opportunities, and create profitable attractions, reinforcing Gatemaster’s role as an industry thought leader.

Connecting with the Speakers:

We hope you enjoyed this insightful recap! For more deep dives into leadership,  innovation, and the attractions industry, be sure to connect with our speakers:

Connect with them on LinkedIn!