GO Indoor

keep them there and create the social atmosphere. Give them options," says Andy. Because my kids have the option to play at the Fun Zone after their class, we are likely to buy something from the concession stand, especially since the Field House does not allow outside food and beverages. Although I don't think a manager would snatch the goldfish crackers from the tray of a toddler's stroller, a policy that prevents guests from bringing their own food will, of course, be better for business, especially when kid-friendly snacks (if your clientele includes children) are part of the offerings. Another option that can keep customers around is wireless service. If a player in one of your co-ed leagues has an hour or so between the time she gets off of work and her game begins, she may come early and bring her laptop to check her e-mails or catch up on her personal business. It would make sense for her also to buy something to eat during this time. Not everyone who plays at an indoor sport facility plans to eat there, especially if they're playing only one game, versus staying all day for a tournament. But if you can offer them something, whether it's a comfy couch or wireless service, they may stick around, increasing the chance they will buy something to eat, especially if they know about your signature burger or vegetarian menu. Dulles Sportsplex, Manassas, VA Be sure to inform guests of your specials as soon as they enter the building. A sign by the front entrance can highlight menu items. Menus on tables throughout the facility remind guests of what is available. The food may be its own advertisement if guests can see it, hear it, taste it and smell it throughout the venue. A popcorn popper that pops gourmet popcorn, a cotton candy machine, and a pizza oven can make food and beverage operations into its own production. A portable cart can make ice cream more accessible to guests on hot days or offer samples of possibilities for new menu items. COST The basic formula for costs is simple and includes 30% for food and 30% for labor. Analysis of costs at the end of each quarter is absolutely necessary. Making changes based on that analysis, however, can be tricky. To begin, a menu should have items with similar ingredients. Tacos, nachos and quesadillas almost all have the same basic ingredients, which include meat, cheese, salsa and sour cream. A grilled chicken Caesar salad, for example, lends itself well to a grilled chicken Caesar wrap. When you create a menu of items with similar ingredients, you have less potential waste. After all, according to Ballard, "Not everyone's going to want the healthy stuff. Only five to ten percent of what you do is going to be healthy, and it's more expensive." Ken Whiting of Whiting's Foods in Santa Cruz, California, recommends cutting any item that doesn't make up at least five percent of total sales. Although menu changes may lead to an increase in sales, proceed cautiously. It is important to be open to new ideas, but it is more important to understand your market and to make changes only in areas where you can use ingredients for multiple items. Just as in restaurants, managers need to communicate with guests frequently and keep track of their feedback and requests to ensure the best decisions are made regarding the menu. Be sure to post the menu on your website so guests know what is available to them before they visit. When testing new menu items, offer discounts and specials on food, rather than highly profitable items like draft beer. You want customers to come in for pizza night rather than dollar draft night. "60 percent of most operations are going to be beverages," says Ballard. "That's where you're going to make your money, so you should focus on it." Many concession stands sell fountain soda, which has a very high profit margin, as well as bottled soda, which some customers prefer. Similarly, draft beer, which costs about 60 cents a pint and sells for around three dollars, may sell as well as bottled beer at your facility. You may be able to broker a sponsorship deal with your beverage suppliers that includes payment- in-kind goods and services to reduce costs. Most importantly, watch the bottom line. Talk to suppliers as well as other facility operators about ways to be more cost-effective through rebate programs, efficient shipping, bulk ordering and longer- term deals. Suppliers with whom you have a good relationship may agree to store some products until you need them. Lastly, keep track of waste. Keep a waste sheet and examine patterns, particularly at the end of the day. Utilize portion control utensils and packaging. Know what you can return, especially with seasonal items, before placing an order.

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