Concession Stand Makeovers : A Field Study of Serving Healthy Foods at High School Concession Stands

Background: Concession stands at high school events are exempt from USDA regulations. They generally sell unhealthy foods and fear change will affect profits. Methods: Concession stand sales for two seasons of high school football games in Muscatine, Iowa were compared. In between seasons, two types of changes were made: 1) using healthier ingredients (less saturated fat, no trans-fat) and 2) offering additional healthier foods. Satisfaction surveys of students and parents were conducted before and after the changes. Data were collected in 2008 and 2009 and analyzed in 2012. Results: Total sales were similar between years, but the sales of new healthy foods comprised 9.2 % of the total in the second year and sales of some new items rose with each game. Modified items, healthier nachos and popcorn, remained profitable at 26.1% and 4.9% of revenue. The “healthy makeover” had no influence on student satisfaction and it dramatically improved parent satisfaction (p<.001). Conclusions: A healthy concession stand makeover can be good for both sales and satisfaction. This offers a compelling test of concept for concession stand operators and suppliers. Moreover, it has relevance for concession operators at professional and college sports as well as music and other entertainment events