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

J Public Health first published online March 12, 2014 doi:10.1093/pubmed/fdu015

16 Pages Posted: 12 Apr 2014

See all articles by Helena Laroche

Helena Laroche

University of Iowa

Christopher Ford

University of North Carolina (UNC) at Chapel Hill

Kate Anderson

Independent

Xueya Cai

University of Rochester

David R. Just

Cornell University - Dyson School of Applied Economics and Management

Andrew Hanks

The Ohio State University

Brian Wansink

Retired

Date Written: April 10, 2014

Abstract

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.

Suggested Citation

Laroche, Helena and Ford, Christopher and Anderson, Kate and Cai, Xueya and Just, David R. and Hanks, Andrew and Wansink, Brian, Concession Stand Makeovers: A Field Study of Serving Healthy Foods at High School Concession Stands (April 10, 2014). J Public Health first published online March 12, 2014 doi:10.1093/pubmed/fdu015, Available at SSRN: https://ssrn.com/abstract=2423403

Helena Laroche (Contact Author)

University of Iowa ( email )

341 Schaeffer Hall
Iowa City, IA 52242-1097
United States

Christopher Ford

University of North Carolina (UNC) at Chapel Hill ( email )

102 Ridge Road
Chapel Hill, NC NC 27514
United States

Kate Anderson

Independent

Xueya Cai

University of Rochester ( email )

300 Crittenden Blvd.
Rochester, NY 14627
United States

David R. Just

Cornell University - Dyson School of Applied Economics and Management ( email )

Ithaca, NY
United States
607-255-2086 (Phone)
607-255-9984 (Fax)

Andrew Hanks

The Ohio State University ( email )

130A Campbell Hall
1787 Neil Ave.
Columbus, OH OH 43210
United States

Brian Wansink

Retired ( email )

607-319-0123 (Phone)

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