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How To Take Advantage Of Festival Food Prices To Improve Customer Experience 🎡


Festivals offer an amazing opportunity for small food businesses to showcase their products and services. From sweet treats to savoury delights, these vendors make sure that festival-goers have a variety of options to choose from. Whether it’s homemade pies, barbecued ribs, or gourmet desserts, there is something for everyone. For many people, there’s nothing quite like walking around a festival and trying all available food at affordable prices.


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The problem is, however, the rising costs of running a food business make it increasingly difficult for vendors to keep their prices low. Unfortunately, this has led them to increase their prices, leaving many customers feeling disappointed. Most food stalls are only able to break even and festivalgoers have to bear the brunt in terms of higher prices. 


In this article, we will examine how small food businesses that cater to festivals can become more profitable. First, we go over how customers are becoming dissatisfied with their festival experiences, mainly due to excessive food prices. Then we advise food vendors on how to make high festival food prices more acceptable to festivalgoers. We argue that businesses must optimise their pricing approaches before people’s willingness to pay dwindles.


At Value Culture, we believe that value-based pricing strategies are essential for food stalls to be profitable and sustainable. By the end, you will understand how festival food businesses may offer real value and the best experience for customers.


The High Prices Of Food And Beverage In The Glastonbury Festival


Festival goers around the world have grown accustomed to their favourite festivals being a place of affordability and fun. Unfortunately, many are now finding that they are paying more for food than ever before. Prices have risen drastically in some cases, making it difficult to enjoy all the festival offers without breaking the bank.


For instance, some festivalgoers in Glastonbury, UK are beginning to believe that festivals are simply overpriced, overhyped, unpleasant events that are not worth paying for. With Kendrick Lamar, Arctic Monkeys, Elton John, Guns N’ Roses, and Paul McCartney on the bill, it’s unthinkable to be disappointed. However, people are irritated by the high expense of festival necessities. 


Some were taken aback when one Glastonbury pub charged £6.80 for a pint of San Miguel. A pint of Brothers Festival Apple English Cider, Carlsberg, or Otter Ale costs £6. Running Duck Chenin Blanc/Rose/Chiraz costs £6 per 125ml. Jagerbombs costs £7. Cocktails start at roughly £9. In regard to soft drinks, a can of Red Bull costs £5, while orange juice and other mixers cost £2.


Yet, it’s not just the alcohol that’s getting folks frustrated. A toastie with marmite and cheese and a milkshake cost £11.50. If visitors want some pizza, they’ll have to pay between £12 for the whole pizza and £7 for just one slice.


The reality is that something similar is happening in Australia as well. Not long ago, Melbourne Cricket Ground and Marvel Stadium, which host big athletic, entertainment, corporate, and casual events, announced food price increases


Discussion On Festival Food And Beverage Pricing Strategy


Food pricing at leisure activities reflects not only the food but also the experience. Before, this was enough to justify higher prices in comparison to other locations. However, these festivals may want to reconsider their pricing before visitors lose sight of the value of their offerings and their willingness to pay diminishes. 


festival food prices


Festivals are a time of great joy and celebration, not just for the people but also for food vendors. But with rising prices, it can be difficult to make sure that festival-goers have access to affordable snacks without cutting into profits. Fortunately, there are some pricing approaches that vendors can use to ensure their stalls are making money while still providing quality food options.


To remain profitable, they need to find intelligent ways of pricing their products. One effective way of doing this is to use value-based approaches. Value-based approaches focus on fostering customer satisfaction. This can involve offering higher-quality products, increased convenience, or exclusive experiences that customers can’t find elsewhere. This approach also helps to offset costs associated with rising prices for ingredients, equipment, and other supplies.


How can festival food stalls make high prices more acceptable to customers? 


Remember, building customer trust and delivering on the promised value are crucial in maintaining customer satisfaction and justifying higher prices in the long run. Here are five actions that food vendors can take in order to convince customers to pay higher prices:


1. Enhance the quality of ingredients and preparation.


Invest in high-quality ingredients and emphasise the freshness and uniqueness of your offerings. Use locally sourced or organic ingredients, and highlight any special techniques or recipes that set your food apart from competitors. By focusing on the quality of your food, you create a perception of value that justifies higher prices.


2. Emphasise unique and experiential offerings.


Ensure that the food stalls are well-designed and visually appealing. Aesthetically pleasing displays and attractive plating can make the food seem more valuable. People eat with their eyes first, so creating an enticing presentation can enhance the perceived value of the food.


Create a unique experience around your food stall to make it stand out. Offer specialty dishes or fusion cuisine that customers can’t find elsewhere. Consider interactive elements, such as live cooking demonstrations, where customers can see the skill and effort put into their food. By providing an exceptional experience, customers will be more willing to pay higher prices.


3. Provide customisation and personalisation.


Focus on providing exceptional customer service and a memorable overall experience. Engage with customers, listen to their preferences, and be responsive to their needs. Offer customisation options for customers to tailor their meals according to their preferences. This could include a variety of toppings, sauces, or spice levels. By allowing customers to have control over their meals, you provide a sense of value and ensure they feel they’re getting their money’s worth.


4. Offer value-added services or bonuses.


Offer small tasting samples of your dishes, allowing customers to experience the quality before committing to a full order. Then, you can also provide additional services or bonuses. For example, offer complimentary sides, drinks, or desserts with a purchase, or provide a loyalty program that rewards frequent customers. These added benefits make customers feel appreciated and can help them perceive the higher prices as justified.


5. Communicate your value proposition.


Clearly communicate the value proposition of your food stall to customers. Use signage, menus, and marketing materials to highlight the unique aspects of your offerings, the quality of ingredients, and any additional benefits customers receive by choosing your stall.


Communicate openly about the sourcing of ingredients, cooking techniques, and the story behind each dish. Share details about local or sustainable suppliers to build trust with customers. By effectively conveying the value they will receive, customers will be more likely to accept the higher prices.


Implications Of A Customer-Focused Festival Food And Beverage Pricing Strategy


The festival food industry is known for having some of the most creative and delicious dishes, many of which come with hefty price tags. The truth is that pricing these foods can be a challenge for vendors due to several factors.


Firstly, there are often multiple vendors selling similar types of food at festivals, which can lead to fierce competition and make it harder for vendors to set prices that will attract customers. Secondly, the cost of ingredients and labour can be higher during festivals due to increased demand, which might make it difficult for vendors to keep their prices competitive while still making a profit.


With all of that said, festivals can be expensive to participate in as a food vendor. Value-based pricing helps justify the higher prices that may be necessary to cover costs and generate a profit. When customers perceive the value they are receiving as being worth the price, they are more willing to pay more for the offerings.


A value-based approach allows food stalls to build long-term relationships with customers. Satisfied customers are more likely to become loyal patrons, leading to repeat business and positive word-of-mouth referrals. This can be particularly beneficial for festivals that occur annually or regularly.


Small- and medium-sized firm employees frequently have their hands full of workloads. But, our findings show that with the right set-up and pricing plans in place, incremental earnings gains can begin to occur in less than 12 weeks. After 6 months, your teams can capture at least 1.0-3.25% more margin using better price management processes. After 9-12 months, businesses often generate between 7-11% additional margin each year as they identify more complex and previously unrealised opportunities, efficiencies, and risks.


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Bottom Line


It is evident that the high prices of essential items, such as food, at festivals have led to a decline in the perceived value among festivalgoers. As festivals have become increasingly popular and expensive to attend, attendees are seeking greater value for their money. To address this challenge, festival food stalls must embrace value-based pricing and optimise their pricing strategies.


By implementing value-based pricing, food stalls can differentiate themselves from competitors, justify higher prices, and build customer loyalty. Moreover, optimising pricing strategies enables food stalls to adapt to the dynamic festival market, maximise profits, and enhance their brand image.


In a time when festivalgoers are becoming more conscious of the value they receive for their money, it is crucial for food stalls to recognise this shift and adapt their pricing practices accordingly. By embracing value-based pricing and continuously optimising their strategies, food stalls can regain and retain the trust and satisfaction of festivalgoers, ensuring the long-term success and profitability of their businesses.


For a comprehensive view of ensuring the continuous growth of your business, Download a complimentary brochure on How To Drive Pricing Strategy To Accelerate Sales & EBIT Growth.


Are you a small or medium-sized business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 8607 7001.

You can also email us at if you have any further questions.


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