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Case Study

case-study

Shaking Things Up: How a few small changes made a big difference in Graceland's food and beverage operation.

In 2007 Joe King, food service manager for Elvis Presley's Graceland in Memphis, Tennessee, invited Ken Whiting and Lenny Freund from North Star Food & Beverage Associates to Graceland. The goal was to find small, inexpensive changes King could make to his operation that would increase sales, productivity and profit.

Freund and Whitting came up with a list of recommended tweaks for King to implement in three of his restaurants based around the principal that "less is more" when it comes to menu items. Other recommended strategies were to engage customers in the art and show of food preparation as well as forming partnerships and sponsorships with vendors and their brands.

In the end, King spent $ 8,500 on improvements leading into summer 2007, and Graceland's F&B sales rose 33 percent, with per caps up 19 percent — a tremendous success!

You can download and read the entire case study written by Jeremy Schoolfield for the IAAPA (International Association of Amusement Parks and Attractions) trade journal FunWorld.

pdf Graceland Food Beverage Case Study