Food and beverage play a crucial role in the overall experience of visitors to amusement parks.
Whether it’s indulging in a classic theme park snack like cotton candy or enjoying a full meal at one of the park’s restaurants, the dining options available can greatly enhance the overall enjoyment of a visit to the park.
In fact, for many visitors, the culinary offerings at an amusement park can make or break their experience.
The nation’s amusement parks are challenged with a selection of the right food and beverage strategy. Do they strive to stay ahead of the ever-evolving tastes and preferences of their guests, or do they stick to tried and tested items that have kept generations happy as they take a break between rides?
For Dallas, TX based Six Flags, the choice has been to focus on traditional theme park fare like hot dogs and funnel cakes to satisfy the taste of their visitors.
Six Flags, with its venues across the country, has been a leader in listening to the needs of its millions of yearly guests.
Six Flags designs its amusement parks for the most daring of consumers – but when it comes to dining, visitors aren’t looking for the newest thrills.
Instead, the entertainment company sticks to “the big crispers, pizzas, sodas, and some popcorn on the side: all the foods that make the entire experience feel like a treat,” said Edithann (“EA”) Ramey, Chief Commercial Officer (CCO) at Six Flags.
For those unfamiliar with Six Flags’ legacy, its’ amusement parks are popular one-day destinations for families, tinged with a hint of nostalgia in the form of funnel cakes and hair-raising roller coasters.
“We’re a part of Americana, a part of national culture,” Ramey asserted. “Our brand has been around for a long time, and it just needs a little love and attention to stay relevant in both dining and entertainment.”
When she joined Six Flags in March of 2023, Ramey was tasked by CEO Selim Bassoul with the responsibility of relevancy: an agenda that included the beautification of parks, capital investments, and improving the guest experience through iconic rides and mouthwatering refreshments alike.
“In the beginning, there was a lot of innovative thinking around dining,” Ramey reflected.
But with high-level marketing experience at Maggiano’s, Chili’s, On the Border, and other big players in the restaurant world, Ramey recognized the importance of simply elevating – rather than innovating – Six Flags’ core menu.
Drawing from her past experiences, Ramey now consults on Six Flags’ food and beverage initiatives, led by the company’s Food and Beverage Director.
Ramey also oversees marketing, revenue and admission products, guest recovery, and group sales – “so I’m basically charged with driving park attendance,” she summarized.
As Ramey and her team consider how to attract visitors via coasters and culinary choices, they reflect on what differentiates Six Flags from its competitors.
“There’s an interesting beauty and commonality across the Six Flags family that makes it easier to market the brand,” Ramey expressed.
“Ultimately, there’s a promise: you’re going to have a ton of fun, indulge in fried food, get on a roller coaster, and raise your arms up in the air.”
When promoting the parks through portfolio products like seasons passes and membership deals, Ramey leans on this imagery and the special features of each park.
“The locality nuance is something we make sure to talk about,” Ramey said. “Every park offers something special: it could be their physical geography, like our San Antonio park, situated in a dramatic rock indentation; or Magic Mountain in California, which has more roller coasters than any other park.”
In addition to regional assets, Ramey and her marketing team highlight the Six Flags dining experience through a combination of taste and technology.
“At the end of the day, our guests don’t want the trendiest food item,” she observed. “They want a menu that features the best in class of what they have come to expect, and the technology to make their experience faster, smoother, and centered around the rides.”
This observation prompted the company to develop food ordering kiosks, which have already rolled out in several parks. “We completed Alpha testing and we’re in Beta now,” Ramey shared.
“We’re also pairing kiosks with our mobile ordering app, which we introduced first, and we disperse seating throughout our parks so people can order, eat, and take a break from the heat.”
In both the crowds and the kitchen, Ramey aims to elevate food and people. “With these technologies, we just want to keep guests happy,” Ramey said.
Regarding the effects of new technology on kitchen staffing, “we’re focused on retaining and forming strong teams, rather than replacing people with technology,” she assured. “Kiosks, mobile ordering, and quality teams will become infused to enhance the dining experience.”
These technologies will gradually unfurl on a national level. “Our Food and Beverage Director acts more as a project manager than a culinarian,” she said, “supporting our parks as they adjust to new kitchen equipment, navigate challenges, and share solutions with other parks.”
This adjustment period is collaborative and, unsurprisingly, people-centered, “so that technological shifts only underscore our promise to guests,” Ramey added.
Six Flags’ promise includes delicious fried foods and even alcoholic beverages at select locations. The company recently introduced mobile beer carts, under the premise that “if you see beverages, you’ll buy them,” Ramey said.
“For us, alcohol is a fun thing to add on top of our core food items, and we’re spending a lot of time on training to ensure we’re doing this right,” honoring Six Flags’ reputation as a family-friendly company.
This reputation is reinforced by Six Flags’ community-entrenched ethos and ongoing conversations about sustainability, which resulted in the largest solar project allocated toward a for-profit organization in the United States.
“We also partner with local organizations and donate tickets to families in need, as well as sports teams and other entertainers to promote connections across local fan communities and causes,” Ramey said.
“In all of our parks, we have a passion for making our communities better, so we invest a lot of thought into making people feel comfortable,” she concluded – and fueled by top-quality food and a break in the shade before their next ride.
By sticking to the basics, Six Flags has been able to enhance the overall enjoyment of a visit to its parks. Visitors can look forward to not only thrilling rides and attractions but also delicious food and beverage options that cater to their preferences.
This focus on food and beverage has not only improved the guest experience but has also contributed to the bottom line of Six Flags venues, as satisfied visitors are more likely to return and recommend the park to others.
All photos courtesy of Six Flags Entertainment
