Decisions about which theme park foods to order can now happen long before a guest reaches the register: Selection starts with tempting videos and reels posted on social media. The slow-motion pour of melted chocolate, a towering milkshake balancing a stack of candy toppings, or a funnel cake so oversized it won’t fit on the plate. Within minutes, thousands—sometimes millions—of potential visitors have watched the video, saved it for a future visit or shared it with friends.
For attractions, food has become more than a concession. It’s marketing. Platforms like TikTok have a major influence on dining decisions. A recent survey conducted by MGH found that 58% of TikTok users have visited a restaurant after seeing the business on TikTok—up from 38% in a similar survey conducted by the agency in 2022.
“We try to tell the story or feature food in a creative way,” explains Logan Sanderson, marketing manager at Kentucky Kingdom in Louisville, Kentucky. “One of our primary goals is to drive engagement on social media and convert those people who are engaging with us [online] into customers.”
Similar to TikTok, Instagram Reels and YouTube Shorts can influence dining decisions. Thus, F&B teams that create menu items designed to attract attention on smartphone screens can potentially drive incremental revenue back inside the gates. Yet, the challenge isn’t just creating menu items worth posting in the digital space; it’s delivering an experience that lives up to the hype back inside the park.
Menus that Go Viral
Food has long been an important component of visiting a facility, but social media has accelerated its role as both an attraction and a marketing tool. Oversized desserts, colorful drinks, and limited-time specialties generate online buzz that can extend far beyond a park’s traditional audience.
When Dollywood in Pigeon Forge, Tennessee, introduced the 25-pound apple pie to celebrate the 25th anniversary of the park, the menu item became a viral sensation. Guests began lining up to purchase slices that weighed in at a whopping five pounds each.
Hersheypark in Hershey, Pennsylvania, introduced the King Size Shake, a 28-ounce milkshake garnished with brownies or other baked goods and served in a souvenir mug, to celebrate its 110th anniversary in 2016. The shake became a social media sensation. Today, the park pours 14,000 ounces of milkshakes each week and has served more than 100,000 King Sized Shakes in the last decade.
“Bright colors, big portions, and a presentation that will catch your eye are all things that help make menu items more shareable,” says Brydee Derk, who is with the food service department at Knoebels Amusement Resort in Elysburg, Pennsylvania. “We also have to consider how food items will look in photos because a lot of times that is how guests experience it first.”
Visual appeal and viral potential matter, but menu items have the best chance of going viral when F&B departments consider their fit with park branding. Knoebels introduced more than 40 new menu items this season while continuing to build on regional favorites that include loaded baked potatoes, pierogies, and potato cakes.
“We don’t create menu items just because they’re trending,” adds park President Brian Knoebel. “Every now and then trends can spark ideas, but all of our food items have to feel true to us.”
Fostering Authentic Engagement
While scrumptious photos and salivating videos of food items might generate clicks, Sanderson believes that authentic engagement on social media is more important than a hard sell.
“We don’t want to be overly sales on our social media accounts,” Sanderson of Kentucky Kingdom explains. “We want [our posts] to be lighthearted and engaging.”
Kentucky Kingdom has shifted away from simply posting pictures of menu items in favor of entertainment-first content. Rather than producing overt sales content, the park builds social media posts around humorous trends or interactive videos that naturally incorporate food. Social media influencers can also be key to helping park foods go viral. “We’ve had some food influencers come in and showcase their experience in the park and sample food,” Sanderson adds. “Word-of-mouth is just one of the strongest marketing tools we have, so if we have someone else showcasing … food and rides, it helps the viewer to see themselves in that role versus if we’re the only people promoting it.”
When deciding which trends deserve attention, Kentucky Kingdom avoids chasing every viral moment. The marketing team scans social media for trends that will translate well when applied inside the park, including some content as trends emerge and saving others until they fit seasonal events or promotional campaigns. The algorithm matters, but menu development needs authenticity.
Emphasizing Operational Success
Going viral may be every marketing team’s dream, but it can quickly become an operational headache.
Food service teams need to be ready with ingredients, proper venue staffing, and a process that can handle a rush without slowing everything else down to keep up with demand after social media turns a menu item into a “must have” park food. Knoebels experienced the operational challenges firsthand after a video featuring chocolate-covered cheesecake slices went viral.
“They started selling faster than we could make them,” recalls Rachel Drumheiser of the park’s food service department. “Now we make sure when we share something, we have a plan and the ability to keep up once everyone wants to try it.”
Collaboration between F&B and marketing teams can streamline the process. At Knoebels, the teams work together on how to name, present, and share new foods with guests. Creating videos to present at industry events helps gauge reactions from superfans to decide which items have the best potential to become guest favorites or viral sensations.
Viral videos can spark interest, but lasting success still depends on operational execution, memorable flavors, and experiences guests want to repeat—not just post—which helps a menu item evolve into a revenue driver and a marketing asset.
“If it becomes a tradition for the next generation of guests, that’s a much bigger success than one food item going viral,” concludes Tiff Kalejta, a marketing representative at Knoebels.
