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Designing Delightful Food & Beverage Journeys
$100.00
Session Description
Food & Beverage is far more than a way to satisfy hunger during a park visit—it’s a cornerstone of the guest experience.
This session explores how culinary innovation and IP integration transform dining into immersive storytelling, drawing on Universal Beijing Resort’s case study. Learn how their hero food products were conceived, designed, and positioned as signature experiences that extend the park’s storytelling beyond attractions. Discover how these offerings became iconic touchpoints for guests, reinforcing brand identity while creating memorable moments that drive repeat visits.
You’ll then gain an operational perspective through the Brick Burger case study at LEGOLAND Shanghai Resort, highlighting the end to end process from ideation to rollout, best practices, and strategies for overcoming challenges while ensuring quality through standardization. Finally, the session examines how non IP menu design, operations, and guest experience intersect to drive both engagement and revenue.
Speakers
- Richie Li, Director of Food And Beverage, LEGOLAND Shanghai
- Robert Sit, Senior Vice President, Revenue Operations, Universal Beijing Resort
Details
CEUs: 1.0
Session Time: 60 minutes
Language: American English
Features: Recording of live presentation IAAPA Expo Asia June 10, 2026