On a scorching summer afternoon in Riyadh, families pour into the entrance of a brand-new waterpark. 

Children clutch neon-colored floaties, parents scan the map for the biggest slides, and somewhere between the wave pool and the lazy river, an unavoidable question inevitably arises:

“What are we going to eat?”

This was the challenge Keane took on, developing 13 different food and beverage concepts across four theme parks and water parks at the forefront of Saudi Arabia’s entertainment revolution. Our goal wasn’t just to feed guests. It was to be revolutionaries, to redefine what eating in theme parks could be.

We asked: “What if the food was as much a part of the experience as the rides themselves?”

Does Everything Have To Be Fried?!!!

Why do theme parks serve food and drink at all? The obvious answer is that people get peckish.

If theme parks and waterparks are about escape, microcosms of adventure, designed to transport people into a world where gravity is optional and time slows down, why then does the food and drink on offer deeply disappoint?

The prevailing wisdom in the theme park industry has always been to play it safe with food. Theme parks, malls, and public attractions default to familiar and predictable global franchises with an established business formula and a menu familiar to everyone; the ‘safe and easy’ choice.

But it also means that just about every theme park meal is ultimately forgettable. You may remember the thrill of a near-vertical waterslide, but is the cheeseburger you ate lingering on your palette? Maybe, but for the wrong reasons!

Soggy Fries, No More! Reinventing Theme Park Eats

One of the first things we realised on the project was that theme park visitors are different from those at a mall or a restaurant. They are physically active, spending the day in the sun, exerting energy, and - whether consciously or not - thinking about how they feel in their own bodies.

"Instead of relying on deep-fried everything and soggy hot dogs, we built menus designed to support the guest experience: fresh, hydrating, protein-rich, and satisfying without being heavy".

Being a Californian, I had to sneak in a little California flair with foods that fuelled adventure rather than induce a post-lunch slump (for my fellow Westwood, LA folks - no, I didn’t get Diddy Riese-style ice cream sandwiches in. Maybe next time).

But beyond just what was going to be served, we looked deeply into how food would be eaten. Would guests sit down with plates and forks, or would they grab something quick? What do children want at a theme park; soft-serve ice cream in a few simple flavours, or building their own over-the-top ice cream creation?

We developed food concepts and designed packaging that immersed the guests in the wonder and excitement of an escape. 

The Magic of Themed Food: Lessons from Harry Potter

One destination that understands this is The Wizarding World of Harry Potter. From Butterbeer, and chocolate frogs, to traditional British fare at the Three Broomsticks. Visitors don’t just eat; they take part in a ritual that immerses them as Hogwarts students —it’s part of the storytelling. It draws guests further into the world of J.K. Rowling’s books. 

This became a key reference for us when designing the theme park F&B strategy. We asked: What if we built food concepts that weren’t just convenient, but actually re-enforced and enhanced the whole experience? 

The Business Case for In-House F&B

There is a strong business argument for creating proprietary theme park F&B brands rather than leasing out space to international chains.

1. Brand Identity: When a theme park has its own, distinct food brands, the entire experience feels more immersive and premium. Instead of feeling like just another attraction in any city, the park creates a sense of place that visitors associate only with that destination. Creativity meets adventure, tailored to the experience. 
    
2. Revenue Retention: Franchise agreements with global brands often mean splitting revenue or collecting rent. By keeping F&B in-house, the park retains full control over pricing, margins, and profitability.
   
   
3. Flexibility & Innovation: When a theme park operates its own food venues, it can rapidly adapt to trends and guest preferences. If a particular dish isn’t selling, it can be replaced, updated, or changed. Menus can be seasonal, taking advantage of market pricing. This kind of agility is nearly impossible when dealing with franchise brands.

The Future of Dining – Theme Parks

The challenge of reinventing theme park dining isn’t just about food - it’s about mindset. It requires shifting away from food and beverages as a distress purchase and instead treating it as an integral part of the overall experience because at the end of a hot summer day with your family and friends... experience matters!

The secret ingredient of a truly great theme park or waterpark isn’t just the rides. It’s the way the entire experience, from thrills to flavours, comes together to create something unforgettable. 

About the Author

Tina Blackmon is a Consulting Specialist at Keane.

Her extensive experience over 10+ years as a strategic and digital marketer, as well as a specialist in F&B development, has garnered her international awards, collaborating with prominent restaurant and bar establishments across the United States, Asia, and the Middle East. 

Currently residing in Dubai, she plays a vital role within our team, with successful projects in developing F&B for global hotels, theme parks, malls and cinemas.

Contact Tina here