Yankee Stadium Concessions Case Study

CONCESSIONS GROWTH AT YANKEE STADIUM

VISION:

In 2014, Legends Hospitality wanted to increase revenues generated through its stadium concession stands. The goal was to use current data to identify ways to optimize per cap growth for its stands without raising food prices. They looked to Global Planning to begin the analysis and make recommendations.

PROJECT:

Using the operational KPI tree of influence, Global Planning and Hospitality determined that the most effective way of growing concession per cap was to increase the average dollars spent per transaction. In previous years, the number of items purchased per transaction was the driving force behind the per cap growth. If more focus was placed on certain items, as well as adding additional combos, the average spent would naturally increase, thus accelerating per cap growth.

RESULTS:

• Concession per cap increased by 6% over budget, with the average check up 10% over the past three seasons.
• Stands with video menu boards saw a per cap increase of 5% year over year

Legends continues to use the KPI tree of influence to deliver on-going analysis and measure growth after each homestand.