Concession Tip November 2017
How New Equipment and Specialty Items Drive Future Success
By: John Gibson, University of North Texas
At its basic level, the top selling food items will always be the staples: Hot Dogs, Nachos and Popcorn. No matter how large and expansive your menu is, these Concessions’ favorites will always lead the charge. However, by offering a limited menu selection, are you losing potential Customers and sales by Customers choosing to purchase from outside vendors or eating elsewhere before or after the game? Through evidence over the past two seasons, I firmly believe that you can increase your operations’ revenue through investing in new equipment and strategically expanding the options available to Customers at the game.
As I transitioned back into Concessions at North Texas during the 2015 football season, I felt that the simpler menu mix offered at the time did not meet the demand and needs of our Customer base. The limited menu did not capitalize on the captive audience available at home football games. Our revenue was capped because fans were choosing to purchase more items from outside vendors, or eating before/after each game. Therefore, I revamped the menu and launched a new Concessions lineup starting with the 2016 Football season. Instead of selling only Hot Dogs, Nachos, Frito Pies, and Cheeseburgers, we were able to offer Brisket Sliders, Brisket Nachos, local Hickory Smoked Sausages, Bratwurst, Jalapeno Cheese Tortilla Wraps, Philly Cheesesteak Sandwiches, Grilled Chicken Sandwiches and Personal Pizzas.