Orlando City SC was facing issues with high food prices at games upsetting fans. Concessions included sausages for $10 and pulled pork sandwiches or brisket sandwiches for $13, while drinks started at $5 for soft drinks and $8-10 for beer. Fan surveys found long wait times and overpriced food and drinks. To address this, Orlando City SC decided to lower food and drink prices by 11% and improve concession line flow to increase fan satisfaction and boost annual revenue from $5.9 million to $6.5 million.

1. Orlando City SC:
Food Pricing
Manuel Garofalo - Fan Engagement Manager

2. Business description
Founded: 2010
Location: Orlando, FL
League: Major League Soccer
Serves both B2C and B2B industries

3. Left or Right?

4. Problem in the Business
• Food pricing
• Low income in food stands
(except Papa John’s)
• Waiting time
• Fans unhappy (missing
game time)

5. Examples
A variety of sausages are available for $10
pulled pork that is topped with raspberry melba and cherry peppers with chips and
a pickle and BBQ beef brisket with chips and a pickle for $13.
Soft drinks run upwards from $5, and beer will cost you $8-$10.
“I recommend hitting a local nice downtown restaurant before or after the game as
they stadium food is priced pretty high and the quality is not great.” - Anonymous
Fan
“Horribly overpriced concessions though. $11 for a beer.” - Anonymous Fan

6. Trend

7. Solution
• Drop food and beverage
prices by 11%
• Change the line order
(Make it more fluent)
• Fan feedback survey on
food/lines at Exploria
Stadium

8. Current

10. Impact
Tactic: More for Less
Revenue increases
Satisfied Fans
Full seats (no waiting in line)
$5.9M to $6.5M annual revenue

11. Conclusion

12. QUESTIONS?

13. References
• Orlando City Soccer Club. (n.d.). Retrieved June 24, 2019, from https://www.indeed.com/cmp/Orlando-City-Soccer-Club/reviews
• About. (2014, October 03). Retrieved June 24, 2019, from https://www.orlandocitysc.com/youth/about
• Orlando City Soccer Club Reviews. (n.d.). Retrieved June 24, 2019, from https://www.glassdoor.com/Reviews/Orlando-City-Soccer-Club-Reviews-E435961.htm
• Mercer, K. (2018, February 04). Our City: UCF is a Demographic Gold Mine for OCSC. Retrieved June 17, 2019, from https://www.themaneland.com/2018/2/4/16969392/our-city-ucf-is-an-orlando-city-
demographic-gold-mine-soccer-mls
• Orlando City Soccer Club. (2016, March 18). Retrieved June 17, 2019, from https://findsomewinmore.com/company-news/marketing-tips-orlando-city-soccer-club/#.XQgDEtNKiL8
• US Census Bureau. (2019, April 04). Search Results. Retrieved June 17, 2019, from https://www.census.gov/search-results.html?
q=orlando&page=1&stateGeo=none&searchtype=web&cssp=SERP&_charset_=UTF-8
• Duffy, L. (2017, October 16). Orlando Magic: Biggest strengths and weaknesses for 2017-18. Retrieved June 17, 2019, from https://hoopshabit.com/2017/10/16/orlando-magic-biggest-strengths-
weaknesses-2017-18/
• Board of Directors. (2018, August 29). Retrieved June 17, 2019, from https://www.orlandocitysc.com/club/board-of-directors
• Front Office Staff. (2019, June 10). Retrieved from https://www.orlandocitysc.com/club/ front-office-staff
• Board of Directors. (2018, August 29). Retrieved June 10, 2019, from https:// www.orlandocitysc.com/club/board-of-directors
• Orlando City Soccer Club. (n.d.). Retrieved June 10, 2019, from https:// www.orlandocitysc.com/
• Zigu. (n.d.). Major League Soccer SWOT Analysis | Competitors & USP | BrandGuide. Retrieved June 10, 2019, from https://www.mbaskool.com/brandguide/sports-teams- and-events/5653-major-
league-soccer.html