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By Amy Durham
Do fans eat more at a concert or a baseball
game? What’s the biggest trend in stadium beer sales? And
how is state-of-the-art equipment changing the face of concessions? To
get the latest updates and information, we asked experts for their
feedback on the present and future of concessions.
Q: How have patrons’ tastes changed over the
years as far as concession menus?
A: “The customer’s expectations have
grown from just expecting the basics to now expecting restaurant-style
meals at their sports events. They want the food to be as entertaining
as the event they’re paying to see.” — Chris Bigelow, FCSI CFSP,
president, Bigelow Companies Inc.
A: “Customers are looking for
greater value in the
 products
we serve. Most customers have moved away from smaller portions to larger
portions, which enable them to have greater value in purchasing.” —
Todd F. Wickner, chief operating officer, Ovations Food Services L.P.
A: “If you ask major league food and
beverage managers and general managers, they agree that it’s hot dogs,
soda and mainstream beers like Miller Lite that people prefer. We have
seen some growth in our import brands (Foster’s and Pilsner Urquell), as
well as our craft beers such as Leinenkugel in the Midwest. But imports
and crafts are still a very small part of major concession sales except
in some big craft markets in the Northwest.” — Phil Blavat, director
onpremise accounts, Miller Brewing Co.
Q: What are the trends taking place in the
industry today?
A: “Upgrades in quality on a
continuing basis. The price of a top-level sporting event is more than
$100 for two people. When guests are spending that kind of money they
expect the best.” — Dan Grieve, southeast regional business manager,
Johnsonville Foodservice
A: “The biggest trend today is
designing mini-destinations within a venue. Customers no longer want to
stay in their seat during a game; they want to be able to walk around
the concourse and visit a retail store, a sports bar, a casual
restaurant, interactive play areas and all-inclusive premium clubs.
“Food is now being used as a marketing- tool amenity (rather than a
revenue source) to package with premium seats so customers renew their
courtside, VIP, club or suite tickets. Satisfied corporate customers
renewing their $300,000 suite are more profitable
 to
the team than trying to earn an extra 5% on food and beverage sales to
premium customers. That’s why many teams now include a minimum food and
beverage allowance to encourage renewing customers.” — Chris Bigelow
Q: How has equipment changed over the years?
A: “Smaller, more powerful equipment
(just like in the computer industry) allows operators to produce a
greater volume of product and serve larger crowds higher-quality
offerings.” — Dan Grieve
A: “A few stadiums are experimenting
with fast-pour systems, which pour the beer faster and help move the
lines faster in packed stadiums. There is still a need to take the
money, make change, and open and close the faucet on these units, so the
savings aren’t always as significant as some claim. Some people question
the quality of the pour on these systems since the faucet is submerged
in the cup (pours from the bottom) and can collect yeast, dust and other
things more readily than conventional faucets. Most stadiums have stayed
with the conventional units, which fill a cup in about 10 seconds and
offer better quality. The fast-pour faucets are still in the
experimental stage, and the market and consumer will be deciding on the
value they provide to all concerned.
“Probably the biggest change in equipment is the fact that the plastic
bottle has replaced a good percentage of draft. This has occurred mainly
because the customer prefers the plastic bottle over draft. There is
value added and a trust factor with the plastic bottle that you don’t
get with draft. The customer sees it come out of the ice, sees it open
in front of him. Studies show that customers prefer drinking out of a
bottle. Many consumers don’t trust draft beer in certain environments
because they question whether the lines are cleaned properly; they don’t
like the quality/ integrity of some cups; and some even question the
brand being the brand that’s on the tap knob.” — Phil Blavat
A: “In the past few years equipment
managers have improved induction cooking technology to a point that
we’re using more induction ranges and wok units both in portable action
stations and in permanent in stallations.
Induction cooking allows you to cook things very fast. For example, you
can boil water in less than 90 seconds.
“We’re using high-speed ovens to cook 16-inch pizzas in 90 seconds.
There have also been improvements in the equipment that holds food after
it has been cooked, which helps keep the product fresh for a longer
period.” — David Rutherford, senior vice president, sales,
Centerplate
Q: What is the future of technological
advances, such as contactless credit cards, in concessions ordering?
A: “In-seat service is growing. I
think that contactless credit cards are going to be an integral part of
the concessions scene. Anything that speeds up service but still ensures
quality and value will be part of the concession experience.” — Phil
Blavat
A: “Technology continues to enhance
the concession experience. Younger customers no longer carry cash, and
they expect the same level of credit/debit/loyalty card/student ID card
convenience that they can have at Starbucks, Panera Bread, the grocery
store or the gas station. ‘Swipe and Go’ speeds up the service and
reduces cash loss, and credit transactions generate 15% to 20% greater
sales than the average cash transaction. Incorporating the PDA and cell
phone technology is still in the experimental stages, but we all think
it will arrive. There are already cellular cash registers that need no
wiring, antennas, or transmitters within the stadium.” — Chris
Bigelow
A: “Centerplate recently formed an
alliance with Quest Retail Technology, an Australian company, to promote
the use of Quest software at Centerplate’s sports venues. Centerplate
installed both point-of-sale terminals as well as wireless handheld
units at a number of its sports facilities.
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Although import brands have
increased in sales, customers generally prefer mainstream beers such
as Miller Lite, says Blavat. Image courtesy of Miller Brewing Co. |
"The ballpark has traditionally been a cash-only environment. The Quest
technology allows for the use of credit cards, which will improve the
speed of service at high-volume stadium operations. This technology has
improved turnaround time and made our operations more efficient. We are
better able to compile information at the end of an event with Quest’s
fully automated reporting system. This helps us with restocking and
purchasing. It also helps with controlling our inventory. We’re also
test marketing a self-ordering kiosk similar to an ATM machine.” —
David Rutherford
Q: How does a particular type of event
affect the type of menu items served — or does it?
A: “Yes, sporting events sell more
food than concerts, which are predominantly a soft drink and beer event.
Family shows sell less alcohol, and suite sales are usually moderate,
due to the number of children attending rather than expense account
customers. Weather will affect the mix of foods in outdoor stadiums.” —
Chris Bigelow
A: “You definitely need to change
your menu according to the type of event to meet the demographics of the
market you’re serving. A baseball patron and a concert patron, even if
they’re attending events at the same venue, are very different. You
should focus the menu on the demographics of each event. You do need to
change the menu and adjust it.” — Todd F. Wickner
Q: How have concessionaires responded to the
growing nutritional concerns among the public?
A: “We’ve tried to offer
healthy alternatives. The public often talks a good game, but you have
to look at what they actually buy, not what they say they’ll buy.
Hotdogs, sausage sandwich, BBQ sandwiches and nachos still outsell
salads.” — Dan Grieve
A: “We have more well-rounded menus,
offering a greater variety to the customer. In doing so we’re also
meeting additional nutritional needs of the customer, whether it’s on a
vegetarian basis or a heart-healthy menu item. These may not be the
biggest sellers, but it’s important to make sure menus have these
choices available.” — Todd F. Wickner
A: “At Centerplate we’re always
looking to make sure that the products we serve our guests are the kinds
of foods that they’re looking to eat. So in addition to the standard
concession fare — hamburgers, hot dogs, pop corn, etc. — we’re offering
grilled chicken sandwiches and a variety of seafood alternatives. We’re
providing our guests with the freshest ingredients, and to the extent
possible we’re preparing food on the spot.” — David Rutherford
 Q:
What should a facility look for in contracting with a concessionaire?
A: “A strong management team, a
commitment to making each guest’s experience a special one and an
understanding of the need to work with the individual personality of
each venue.” — David Rutherford
A: “I have one tip: Make sure
they’re focused on their customer. To do this, check references, visit
their facilities and see their programs in action first-hand.” — Todd
F. Wickner
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