Need a New Attraction?
You already have one, you just might be underestimating it.
Often, bowling and FEC operators spend endless energy on lanes, arcades, VR, and other attractions, but overlook the biggest hidden attraction in the building: their food program. Guests come for fun, but they stay longer, spend more, and return more often when your food is a star.
Think about it. Every customer needs to eat. That money is either going to be spent in your center or at a restaurant down the street. Why give it away?
Yes, food and beverage can feel more complicated than games or attractions. Hiring cooks can be trickier than hiring cashiers. But there are amazing people out there who are passionate about food, and with the right structure, your food operation doesn’t have to be a headache, it can be a profit powerhouse.
Where Food Profits Are Getting Lost
Of course, rising food costs are squeezing margins, but that’s only part of the problem. Too many centers I see are losing money by offering guests food that’s simply…unforgettable. “Eh” food quietly pushes guests to eat somewhere else.
When food is treated like a side project instead of a real business, operators feel it twice: higher costs going out and lost revenue walking out the door. That’s why fixing food and beverage today starts with controlling costs and raising the bar on execution.
Let’s start with a strategic buying solution.
The Fastest Win: Smarter Purchasing
One of the biggest missed opportunities I see is how centers buy their food. As costs escalate, the most profitable operators aren’t cutting quality or shrinking portions. They’re leveraging buying power. That’s where a Group Purchasing Organization (GPO) comes in, but not all programs are created equal.
A good GPO will cut your cost of goods by 10–15% without forcing you into contracts, membership fees, or confusing rebate structures. The GPO I recommend to my clients negotiates $10 billion in food annually, which means you get the buying power of a giant chain without being one. Operators using it are seeing dramatic savings, within that 10–15% range directly off their cost of goods, with no menu changes required. That’s significant, instant bottom-line impact!
Unlike many GPOs out there, this program:
- Doesn’t lock operators into restrictive contracts
- Has no confusing rebate games or hidden fees
- Doesn’t force vendor or menu changes
- Delivers savings that show up immediately on the bottom line
Rising costs continue to be a big pain point for operators. For those interested, I’m happy to share what’s working and how other centers are seeing meaningful savings through this well-structured GPO. Feel free to reach out at 732-991-5644 or [email protected] with “GPO” in the subject line.
And once purchasing is under control? That’s when food really starts to shine.
What Else Is Hurting Profits?
It’s not usually bad ingredients. It’s not always slow ticket times. The biggest killer? Average food, served without imagination.
One center I worked with treated food as the lowest priority. Sadly, their burgers had become the punchline of their own staff meetings. During my first visit, I ordered one to see for myself, and the plate looked like an 8-year-old had tossed it together. A half-on, half-off bun. Fries dumped on a round plate like an afterthought.
The next day I tried it again. Same burger. Same price. Half the fries. Inconsistent. Forgettable. Uninspired. That’s not a kitchen problem; it’s a systems problem.
Here’s the good news: turning that situation around isn’t rocket science. In this center, we made just three changes. No new staff. No new ingredients. And sales went up 28%, with higher profits.
What changed?
- Plating standards. Bun open. Lettuce and tomato stacked neatly. Burger centered. Fries served upright in a cylinder for height and style. A pickle angled perfectly on a rectangular plate. Suddenly, the same food looked fresh, intentional, and crave-worthy. Guests really do eat with their eyes.
- Visual systems. Photos of every plated dish were hung in the kitchen. Consistency became the rule, not the exception.
- Menu focus. Items that didn’t sell were cut. Ticket-to-table time sped up. Guests aren’t looking for a two-hour fine dining experience. They want good food, fast, without waiting 45 minutes for an appetizer.
The result? The food stopped being a weakness. It became a reason to stay. So, remember, the power of presentation is a real strategy, so don’t ignore it.
Turning Food Into An Attraction
Here’s the mindset shift once your fundamentals are in place: your food is not just a necessity. It’s an attraction. Treat it that way.
- Brand it. Don’t just sell pizza – sell the Strike Zone Supreme or The Gutterball Giant. Fun names stick in guests’ minds and encourage upsells.
- Bundle it. Create “Food + Fun” packages: bowling plus a burger and soda, arcade credits plus a pizza. It simplifies choices and locks in food revenue up front.
- Theme it. Kids’ birthday parties? Offer a birthday sundae that’s Instagram-worthy. Leagues? Make “Wing Night Wednesdays” a ritual. Seasonal specials keep menus exciting and give guests a reason to come back.
- Market it. Feature your best-looking dishes on social media. A $2 smartphone photo of a sizzling pizza can generate hundreds of dollars in extra sales if it gets people hungry before they even arrive.
Staffing Without the Stress
I regularly hear this staffing complaint: “We can’t find kitchen people.”
Here’s the bold truth: it’s no harder than finding managers or arcade techs. The key is to look for people with a passion for food rather than relying only on “anyone who can flip a burger.” Train your team to take pride in presentation. Incentivize speed and quality the same way you incentivize upselling at the register.
Food people are out there, and many are looking for exactly the kind of steady, creative environment your center can provide.
The Payoff
When you elevate your food and beverage program, three things happen:
- Guests spend more. A $10 pizza becomes a $14 combo with style and upsells. A family of four who used to leave for dinner now eats in-house, adding $50–$70 to their tab.
- Guests stay longer. Food keeps people from walking out after their game. They hang around for dessert, another drink, and maybe one more round of bowling.
- Guests come back. “That place has great nachos” is as powerful a reason to return as “That place has great lanes.” Word of mouth doubles when the food is part of the story.
Food Is Already an Attraction
Family entertainment is about memories. The same way a strike feels bigger under cosmic lights, food feels better when it’s presented with care. Don’t let your kitchen be the weak link in an otherwise great guest experience.
Treat your menu as an attraction. Simplify. Present beautifully. Bundle creatively. Buy smart. And above all, make food a reason for guests to stay, not an excuse for them to leave. Remember a guest comment like, “That place has great food,” is just as powerful as, “That place is fun.” The most successful centers today aren’t just places to bowl or play games. They’re destinations.
So, if you’re asking what new attraction to add this year, take a closer look at your kitchen, and how you’re buying for it. The next profit center is already in your building. Afterall, food is already an attraction, you just have to treat it like one.
