A new surge
of theme park treats is turning these munchies into social-media marketing.
Orlando’s theme parks are getting creative with food to win the hearts, minds and dough of their visitors. While popcorn and pretzels have been mainstay snacks at attractions, the new surge of treats is propped up by social-media users, turning munchies into marketing.
Cupcakes, particularly photogenic ones, are leading the way.
Walt Disney World is sprinkling desserts across its property, with elaborate versions made exclusively for resorts, holidays and events. A poison apple-inspired cupcake is sold at Mickey’s Not-So-Scary Halloween Party. A cupcake for Animal Kingdom Lodge followed the millennial pink trend. A new patriotic cupcake will be available only at Disney’s Contemporary Resort and only on Labor Day.
The treats’ popularity on Instagram, a photo-centric social-media platform, is not lost on the attractions, said A.J. Wolfe, who runs the unofficial Disney Food Blog. The strategy has been effective with millennials, she said.
“The language that they speak is Instagram, so that’s what will bring them in,” Wolfe said.
Having the items available in only one place is a good move, she said.
“That makes it all the more special. Then you have a mission,” she said. “From Disney’s perspective, it’s smart because it makes your people get over to the resort hotels. They want them to be there so they experience those resort hotels, experience the restaurants there that they may never experience otherwise.”
The specialty foods have extended to milkshakes and other camera-friendly snacks. The look is important, said Jeff Barnes, a pastry chef at the Contemporary.