As many people have felt in the past few years, food prices have gone through the roof since COVID-19 emerged.
Latest figures show the UK has the second highest food price inflation in the richest seven (G7) countries.
Compared with 2019, food prices Britons pay have increased by a cumulative 26%.
Covid hit the hospitality industry – including UK theme parks – very hard.
There is certainly margin rebuilding in play as the industry looks to recoup huge losses from the period social restrictions.
But how much is food and drink being used as the workhorse of this recovery?
Rapid rises
Certainly the prices of theme park admission and other add-ons have not risen anywhere nearly as fast as food and drink.
In 2013, for a quarter-pounder burger, fries, and a drink, you would expect to pay around £6.50 at Merlin Entertainments’ UK theme parks.
Using general inflation and consumer price rises as a basis, that might be expected to cost about £8.80 today.
In fact, a loosely equivalent meal actually costs £18.75 on today’s menu.
So that’s a 288% price rise, as opposed to a loosely-expected 35% hike.
Putting it another way, the price of the meal in our semi-scientific model has risen by more than eight times the rate of general inflation.
A little more appropriate might be to compare the price of a McDonald’s quarter pounder with cheese meal from 2013.
According to our research, McDonald’s charged about £4.20 in 2013, and £6.90 today.
That is a rise of about 64%, some four-and-a-half times less than the rate at which Merlin’s burger meals have risen.
Consistency of quality
At Merlin’s parks, it is worth noting that the quality these days may be a little higher at some outlets.
We are comparing a ‘quarter-pounder meal’ with the current ‘twin pattie cheeseburger & skin on fries’, plus a soft drink which is charged as an extra.
But the stark difference is clear – theme park food prices have gone through the roof, particularly since Covid restrictions eased.
The £9.50 hotdog at Alton Towers has become a particular talking point among theme park enthusiasts and influencers.
There has been a huge upward shift, but it is way above food price rises generally in the UK.
Merlin’s arrangement with the Aramark catering provider also seems to have had a major impact on price hikes.
There is now a middle man involved. Extra costs are incurred from that.
Themed touches
There have been quality increases though, and also some nice themed touches.
There is the gothic-inspired Coach House Confectionary at Alton Towers, and the striking, black-breaded Vampire Burger on offer at Chessington World of Adventures.
Other areas have also seen a step-up, but there remains areas where quality has not improved.
It has even gone backwards on occasion, particularly in the early period of the Aramark takeover.
Generally it feels that quality has been incrementally increasing across the parks.
While the food might be mouth-watering to those without packed lunches, the prices are often more eye-watering.