5 Reasons Your Concession Stand Isn’t Reaching Its Potential (And How to Fix It)
Real-World Concession Stand Tips at a Glance
Running a concession stand can be one of the most rewarding and profitable ways to serve a crowd. However, it’s not without its challenges. From schools and stadiums to community parks, festivals and seasonal attractions, all concession stands can encounter obstacles. If you’re not seeing the sales or engagement you hoped for, we’re here to help. Unlock your concession stand's full earning potential by:
- Generating excitement with seasonal menu items.
- Keeping lines moving by making your setup more efficient.
- Getting the word out and market your concession stand.
- Creating opportunities to upsell.
- Providing an engaging customer experience.
Below, we'll break down the top 5 reasons concession stands underperform–and how to fix them.
1. Your Menu Lacks Excitement
It’s tempting to stick with the basics of popcorn, nachos, and soft drinks. While these items are essential, if you limit your menu offerings you could limit your profits as well.
Signs your menu needs a refresh:
- Customers get bored and don’t return
- Lack of premium or trendy options
- No seasonal appeal
How to fix it:
Pro Tip: Even one new item can refresh your menu. Start small but be strategic.
2. Your Setup Slows You Down
An inefficient concession stand layout means slower service and long lines that can deter customers. Keep customers satisfied (especially at peak times) so you don’t lose revenue.
Red flags:
- Long wait times
- Crowded workspaces
- Staff confusion during rushes
Fix it with:
- Clearly defined stations for prep, ordering, and payment.
- Prepare servings in advance or sell grab-and-go items.
- Utilize equipment like warmers to keep food fresh and ready.
Bonus: Every second counts. Make your menu easy to read from a distance so customers can be ready to order when they reach the counter.
3. You’re Not Promoting Your Stand
Another common reason concession stands underperform is lack of promotion. You can’t just wait for the customers to come to you. Instead, you have to be proactive to drive traffic to your stand.
Are you:
- Missing eye-catching signage or digital displays?
- Forgetting to update social media?
- Overlooking cross-promotion opportunities?
How to fix it:
- Display your bestsellers with bold signs.
- Make announcements on the PA system or offer coupons.
- Share photos, promos, or short behind-the-scenes clips on social media.
Marketing Moment: Hand out samples near entrances to draw traffic and generate word-of-mouth buzz.
4. You’re Missing Upsell Opportunities
When customers buy just one item, you’re leaving money on the table. Encouraging add-on purchases will boost your average sales.
Missed opportunities include:
- No combos
- Staff members don’t ask if customers want additional items
- Premium items aren’t featured
How to fix it:
- Offer bundles like popcorn + drink + candy at a special price.
- Train staff to ask, “Would you like to add a drink?”
- Add toppings, dips, or flavors for low-cost upsells.
Try This: Introduce a “Deal of the Day” board to push one specific upsell item.
5. You Overlook Customer Experience
If your concession stand is forgettable, customers don’t have a reason to return. Go beyond to make it engaging, fun, and Instagram-worthy!
Symptoms:
- Generic menu
- Lack of customer engagement
- No word-of-mouth
Get better by:
Go Beyond. Encourage customers to share their favorite fun foods on social media.
Small Changes, Big Results
If your stand isn’t reaching its potential, now is the time to take action. From menu ideas to promotions and presentation, Gold Medal can help you make the right changes that will maximize your impact.
Count on us for:
- Profitable product recommendations
- Commercial equipment that streamlines your setup
- Personalized consultation and training
Find a Gold Medal branch or dealer near you or visit our blog for more concession stand topics.