In a recent Turnkey blog post, my colleague, Mark Ramacciotti explained how we implement and understand quadrant charts for the Turnkey Surveyor Network. Today, we will dive into one of these charts at the NFL league-level to examine how teams can use this data to enhance their gameday experience.
The food and beverage experience is by far the lowest rated element across leagues when examining the overall gameday experience. As teams continue to evaluate vendors and options for improving F&B, we are going to take a look at the most impactful sub-attributes of the food experience in the NFL for the 2016 season:
As you can see, value emerged as the main concern to manage. This element was the second most impactful and easily the lowest rated across the league. Examining this element using a VPC framework (Value-Price-Cost), teams have a couple of options:
The first is simple: lower the price point of concessions in order to increase the perceived value to the consumer. Clearly, this will lower the profit margin, but many concessions items, such as fountain drinks, hot dogs and popcorn already have profit margins approaching 80 – 90% and lowering price should increase demand (especially among yours truly, and other millennials with student debt… but that’s another story). The Atlanta Falcons, for example, are substantially lowering food prices across the board in 2017, allowing a family of four to eat for an astoundingly low ~$27 at Falcons games. I imagine this will result in the Falcons skyrocketing to the top of the league when it comes to value in 2017, which would also put them ahead of the pack regarding the entire food experience.
Alternatively, teams can focus purely on the value proposition without lowering price. Using fresh, clean ingredients, incorporating local favorites, allowing for customization, and delivering delicious dishes in a timely manner are all ways to demonstrate value to fans. It is no coincidence that many of the top NFL teams in both value and overall food ratings incorporate local food prepared by local chefs. Let’s be honest: would you rather pay $14 for nachos consisting of chips and processed cheese, or for local New Orleans shrimp, crawfish and red onion nachos? Going this route also allows teams to target quality and variety, the most and third-most impactful elements of overall food satisfaction.
The NFL is unique, in part because each team only has eight home games. Thus, food revenue makes up only a very small portion of overall team revenue. In my opinion, the food experience at NFL games should be about enhancing the overall gameday experience, and not squeezing every penny out of loyal fans. As the quadrant chart indicates, teams that are able to successfully target the value proposition by providing fans with quality food at reasonable prices will see a noticeable increase in F&B satisfaction.