As even McDonald’s has discovered, the effectiveness of the fast food model is waning. When you order a burger today, chances are you’ll have options for a healthier side—a salad instead of fries. Or even kale, brussels sprouts, or quinoa. So it’s not surprising that resorts are shifting their F&B operations to provide innovative menu options that may include locally sourced food, creative ideas, and fresh, simple ingredients.

Sugar Bowl, Calif., is a straight shot northeast for Bay Area skiers, who are increasingly demanding more quality, nutritious choices. Steve Beatie, director of village services at the resort, says that in answer, Sugar Bowl is striving to provide lighter, healthier foods with an emphasis on freshness. “Our grab-and-go selections now include grain and bean salads, which offer protein and energy without being heavy or overly processed,” says Beatie.

In the beverage department, Sugar Bowl has moved away from energy drinks towards juices and superfood blends. The resort recently added a base-area coffee shop, the Village Espresso Bar, which features beans from the nearby Temple Coffee Roasters. In addition, locally made pastries, bread products, and vegetables are sourced when available, and gluten-free options have been added.

In Massachusetts, Wachusett Mountain has made a similar move towards improving food service. Current offerings include fresh sushi made on site daily—unheard of a decade ago—and a variety of healthy soups. The resort is working on a wine bar, and plans to have a selection of local beers on tap as well.

General manager David Crowley says these changes reflect Wachusett’s goal of competitive pricing with food that meets the needs of consumers. “It’s all about keeping pace with a rapidly moving marketplace,” says Crowley.

Wachusett has also made it more convenient for guests to make their selections. The resort recently redesigned its cafeteria and installed open-air coolers. Simply eliminating the hassle of opening a door to get a drink has meant a significant uptick in beverage sales.

One of the most extensive F&B transformations has taken place at Lake Tahoe’s Squaw Valley/Alpine Meadows since purchased by KSL in 2010. Under the new management, the areas have overhauled their physical locations as well as food offerings. Adam Thatcher, food and beverage manager, says the first step was assessing the venues to see if they were meeting potential. That led to the creation of a brand that resonates better with customers, with value at its core.

“If customers are paying a significant price for their meal at a mountain eatery, they should be able to expect a quality experience,” says Thatcher.

One example is The Chalet, a mid-mountain eatery at Alpine Meadows. Formerly, the building offered fountain drinks, beer, and a few basic food staples. It’s now decorated with a German Alpine Hut motif and features a reclaimed wood bar with regional craft beer on tap. Fresh, local products, including pretzels from Truckee Sourdough, are now on the Bavarian-style menu, along with raclette, sausage plates, and pressed sandwiches. Thatcher says this new branding and slimmed-down menu—with fewer, but better, options—has increased traffic and revenue.

Squaw/Alpine eateries have been working with the Tahoe Food Hub, a non-profit that aims to make local food accessible, to gain more consistent access to ingredients sourced within 100 miles. This allows the resorts to offer specials based on what’s available seasonally as well as the fresh salads, and tacos that are always on the menu.

Squaw has even hopped on the food truck wagon. Two trucks serve a rotating menu of regional, sustainable fare—from the Tahoe Food Hub and other sources—prepared fresh to order, like grilled veggie tacos. The Mtn Roots Food Trucks are mobile and can be found at various locations around the resorts from Friday through Monday. They’re are also available to rent for private functions.

This move to fresh and local isn’t just a quirky California thing. Back across the country, Blue Mountain, Pa., is witnessing the same shifts. Resort owner Barb Green says food is becoming a bigger part of the visitor experience. “It’s not just about warming food up anymore,” says Green. “Customers want to watch [it] being put together.”

After a series of expansions to its food service operations, including addition of a larger, year-round outdoor space, Blue Mountain is building a prep kitchen so the staff can make everything in-house, from scratch. Green anticipates this change will lead to increased quality and decreased cost, and speak to the growing number of clients who are looking for menu options that are prepped on-site.

This demand for fresh food can apply to old F&B favorites as well. Big Bear, in southern California, applies this to its basics: Pizza, burgers, and grab-and-go Mexican all are made on-site and in view of customers, which includes a busy outdoor grill for hamburgers and chicken. Big Bear kitchen staff does its best to make its own food, like chili, which is healthier and more cost effective. In the process, the ski area has taken into account customers’ desire to have choices. With access to a smoothie and salad bar, guests can customize their meals and watch them being prepared.

Food is increasingly a part of the resort experience, not simply a pit stop. Customers are looking for creative options made from fresh, local ingredients. They want food made in front of them so they can see what they are getting, and they want value. In turn, visitors will be willing to pay more for a few great choices.

 

TEN TAKEAWAYS TO BOOST BUSINESS
1. GRILL IT UP. The aromas from an outdoor grill rev up appetites and boost sales. People love to see and smell their food a’cookin.

2. GET CREATIVE. Create a concept and identity for each venue. Signature items, local fare, and creative side options will help you brand and increase revenue.

3. IT’S ALL ABOUT EASE. Skiers and riders are looking to get in, eat, and get back on the slopes. Grab-and-go items are essential. Put them up front. Also, remove the doors of drink coolers in favor of open-air coolers to move more product, and faster.

4. Avoid Bottlenecks. This is about ease, too. Provide enough cashiers to keep your lines down. No one wants to wait in line while looking at a bowl of chili. Get them moving!

5. Captive Market. Guests are willing to pay a little more on the hill; you have a captive audience.

6. Prep Kitchens Are Worth It. Visitors increasingly want fresh food that they can see being prepared in front of them. House-made items are in, and you need the space to do it. It’s also cheaper to make products in-house.

7. Small Focus Menus. Fewer menu options means that each choice is done well. If you’re charging a high price, deliver quality and value. Mike Holtzman, operator of
Profitable Food Facilities, says you can get a much bigger net return if you offer better quality and value for a higher cost.

8. Don’t Forget the Standbys. The staples—burgers, chili, chicken tenders, and pizzas are still the bread and butter of the resort F&B industry.

9. Bars. In every sense of the word, bars are in. Local beer. Wine bar. Smoothie bar, coffee bar, pasta bar, taco bar, all of these offer myriad options. People like choice, and like to see what is going into their food (or glass).

10. Order and Pickup. If customers order and pickup from the same window, it actually saves time. This limits confusion and traffic.