EDUSession: Leveraging the Latest Food Trends

At IAAPA Expo 2025, attendees gathered on Monday to learn about the latest trends happening in F&B (food and beverage) at attractions around the world. Food and Beverage Managing Director for the Hersheypark Entertainment Complex Robert Gordon; Bernie Vice President of Whirley Drink Works Bernie Campbell; and Vice President of Key Accounts for Datassential Inc. Paul Clarke discussed the popular F&B trends keeping offerings fresh for guests.

Dirty Sodas

These fountain drinks, mixed with sweet creams and flavorings, have emerged as popular beverage items. While the appeal of alcohol has statistically fallen in younger generations, the Instagrammable appeal of these colorful, sweet sodas provide a great option for operators.

Reimagining Classics

With the success of seasonal events and festivals, reimagining classics to support events is a smart way to keep an F&B item fresh and fun. Hot dogs with a variety of toppings can provide opportunities for originality. Rob Gordon says Hersheypark created themed hot dogs for each of their seasonal events. Guests attending Dark Nights and Christmas Candylane events can taste new hot dogs for every season. “Make food and beverage part of the attraction,” urges Paul Clarke. 

Dubai Chocolate

“Lean into global and shareable [food items],” Clarke says to operators looking to increase food sales. Dubai chocolate exemplifies this philosophy, as the gooey concoction with pistachio went viral in summer 2025. An international item with irresistible social media appeal, it serves as a lucrative, globally popular, and shareable treat.

Spicy Options

Spicy food continues to grow in popularity at attractions. Items such as kimchi come with a fiery kick that keeps a venue fresh in the minds of guests. “I think that's a challenge for us in our industry to think about … where you can surprise your guest with something you bring in, an offer that they might not expect,” Gordon says. “That's how you kind of keep them on their toes and keep them thinking about what they could possibly find in your operation.”

Prioritize Story

The IAAPA Brass Ring for Best Menu Item for a Year-Round Operation was awarded to the Vancouver Aquarium for their Megalodon Burger. This signature burger was themed after the fearsome megalodon shark and was a tie-in for their new for 2024 exhibit, Monsters of the Abyss. “It really elevated the guest experience by using bold flavors and storytelling,” says Bernie Campbell. “It strengthened their brand and their themed menu recognition.” This item connected with a topical exhibit while promoting the conservation message that the Vancouver Aquarium is renowned for.

IAAPA Expo continues to be the place to share ideas and discuss best practices. “As soon as we share with one another, we can all get better together,” Gordon says.