Of all the departments that exist inside an amusement park, food and beverage (f&b) is the most maligned and misunderstood. The sales and profit it can contribute is rarely tapped to its full potential. The steps needed to control this are not complex, but it does deserve to be run as a business within the business.

Starting this issue, Park World has committed to a series of bi-monthly articles about one of the least glamorous parts of an amusement or recreational facility: Food & beverage (f&b). But read on, because I’m going to help you make the most of it and drive up your per capita spending.