F&B Mini Case Studies: the Good, the Bad, and the Ugly.

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2 F&B Mini Case Studies: the Good, the Bad, and the Ugly. Bernie Campbell - Whirley DrinkWorks! MA Regional VP Jim Campbell - ESPN Wide World of Sports Disney Water Parks Manager of Food & Beverage Operations Michael Henninger - Director of Food and Beverage Kennywood Park Ken Withers - Director of Operations, FEC Division Palace Entertainment 11/17/2015

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4 Could they Create an Innovative, Sustainable Adult Beverage Experience on a limited budget without disrupting the Africam Safari Experience?

5 Before

6 Was there a way to make this sustainable?

7 After

8 Design

9 Interior

10 Outside the Bus

11 Could they incorporate the Africam Experience to the Beverages as well?

12 Original Sketch

13 Paid attention to every element possible such as ingredients, colors, taste, and amount of alcohol. Even designed the cocktails considering the glass for ever one so they could really take the shape of the selected animals.

14 Introducing Africam Safari Wild Slide Cocktails Header

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16 The Bar Bus also functions at night for the Night Safari and other special events. Decorated with soft lights and warm illumination it really invites you to take a break and enjoy a nice drink by the fire. The experience is also mobile. People can reserve the Bus for parties and social events for a unique experience which guests will not forget.

17 Results Cost to Convert Slide the Bus: copy goes $2, USD (about $39, MMX) Average Product Cost: $1.00 Average Sales Price: $3.50

18 Results June Sales: Up 230% JULY: Up 128% August: UP 93% September: UP 10% 70% of the increase is attributed to the Cocktail Sales

19 Africam Safari Team

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21 Can you build a full service restaurant within the confines of this 115 year old amusement park and make it successful?

22 Before

23 Before

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25 Getting under way - -

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28 20% 10% Results F&B revenues are the highest in this space since 2012! Year to year comparison 0% % -20% -30% -40% -50%

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30 Vista, California

31 6 Acre multi-attraction Fun park in Vista California Built in story game room 2 mini golf courses Bumper Boats Laser Tag Batting Cages 2 Kiddy Rides Games - 34% Attractions - 52% Food - 14%

32 Opportunity Park has seen increase in revenues from 2010 to 2014 approximately 4% a year Food & Beverage revenues have been decreasing 3% each year during the same time period F&B

33 Before

34 Decision Making Process Challenges: Guest expectations Generic vs branded New competitors with elevated food options Goals: Turn the tide - Increase F&B Revenues Drive guest traffic to park Increase guest stay and spending Minimum Investment Good ROI Increase EBITDA

35 330 locations in 27 countries 17 million burgers 8 million pounds of fries 8.3 million shakes

36 Why Johnny Rockets? Established brand with strong brand awareness and reputation Minimum investment with large impact Cost of Sales Strong perceived value Minimal equipment change Presence at our other theme and water parks

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39 Operational Challenges Change in mindset from quick serve fun center snack bar to Full Serve (both guests and team) Increased labor due to new service model AT Hiring team members

40 Operational Challenges Hiring restaurant professional Training Operate as quick serve restaurant AT Support JR brand within Boomers

41 F&B Revenues highest since 2012 Continues at 20% pace over prior year. In the 6 months since opening F&B revenues have increased to 20% of total revenues (up from 14% ) Food Revenues UP Games Revenues UP Total Revenues UP Results

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43 Major Project: Tray Service at both Major QSR locations Project Scope: To change service delivery methods at both WaterParks in their Major QSR areas to tray service.

44 Existing process Both Major QSR locations (Lottawatta Lodge (Blizzard Beach), and Leaning Palms (Typhoon Lagoon) utilized the Chute system of service.

45 Benefits to tray service? Efficiency (food moves faster out of the Slide copy kitchen) goes Fresh food (items do not sit in the chutes for prolonged periods of time) Less spoilage

46 Orders start on a bump screen in the kitchen, and appropriate vessels are put on the tray by the anchor position.

47 Hot items are put on the tray and sent to the window.

48 Front counter cast then pair the hot items with any cold items/beverages to complete the order.

49 Order then gets served to our guests.

50 Minor Project: Changing out Bunn Machines for Frosty Factory Machines Project Scope: To replace existing equipment for newer, more efficient, better holding frozen drink equipment.

51 Existing process In both WaterParks combined, we have over 20 Bunn Machines, at least half of which are outside (non-air conditioned space). These machines have a hard time bringing drinks to a frozen state, and keeping them there during our peak summer season.

52 Existing Bunn machine

53 Frosty Factory machine

54 International Project: Listening to our guests and providing variety Slide to Header our menus Our guests have been clear with their expectations; they want us to offer more variety in our menus, we decided to enhance our international offerings at the same time.

55 Blizzard Beach Warming Hut

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57 Three Slide Objectives: copy goes 1. Make a change at a location where sales had plateaued and they had targeted a higher revenue from the space 2. Committed to making a culinary statement and knew if we could make a fresh product in view of the guest, we would accomplish that. 3. Looking to Plus Up current popular menu items. We sell a lot of frozen Churros and identified that product category as an opportunity.

58 Before Challenges: 1. Location Space was small and had no back room. 2. Identify Equipment that would hold up to volume demands. 3. Develop Mix 4. Develop the Brand

59 The Crazy Churro The Name, Tag Line, and graphics were tested with small focus groups. Upgraded from a frozen product. Every Churro is made Fresh with our proprietary mix recipe. They are extruded, fried, topped, and filled in full view of all guests.

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61 Revenue: Cost of Goods: Labor Cost: Renovation Cost: Results Super Sunday Slide Waffle copy Cone goes $140, % - - The Crazy Churro $400, <10% as % of Sales $45,000.00

62 Don t Forget Brass Ring Awards Wednesday November 18 th : 4:30 PM 6:00 PM EST IAAPA THEATER (On the Trade Show Floor)