TikTok users may have killed the Six Flags unlimited dining pass.
CEO Selim Bassoul said the company has ended its dining plan that was part of the company’s season pass, calling it “highly unprofitable” and ripe for abuse.
Six Flags executives caught wind of the social media posts in which people were exploiting the company’s unlimited meal plan.
The exploit that went viral was by TikTok user @thundermunker, who also calls himself the “Six Flags Scoundrel.”
“The season pass and dining pass combined was $174.88, so my goal is to get $2,000 retail worth of food out of it,” the user told Vice News last year in an interview. “That’ll be more than 10 times what I paid for it.”
The viral videos resulted in news headlines like: How you can eat every day at Six Flags Magic Mountain for $150 a year.
The plan covered lunch and dinner and included free drinks and snacks all year long for a one-time, roughly $80 fee, the company said.
“They ruin the experience for somebody who came in on a single day ticket with their family … who paid a lot of money to come … now they have 45 minutes to an hour to wait to get a meal while those other people are choking up the line for $80 for the whole season,” Bassoul told analysts Thursday on the company’s first-quarter earnings call.
The company says it will rework and maybe reintroduce a different kind of dining pass.
The change to how customers pay for meals at theme parks is just one part of Six Flags’ larger strategy to increase prices and boost its profitability as its from pandemic park closures and works to manage inflationary costs.
It also ended its month-to-month membership option and is thinking about how to reintroduce it in a different format, the company said. Summer passes for Six Flags parks now start at $70 and the top tier unlimited access pass now starts at $300 annually, with optional installment plans available.
Six Flags has increased the price of admission and done away with discounts as it chases a business model that will rely on fewer visitors paying more money per visit. Bassoul said the company is reconfiguring its food and beverage options by offering higher-quality food and adding alcoholic drinks. It’s also adding premium food brands to parks including Starbucks, Fat Burger and Auntie Anne’s Pretzels.
The theme park operator is gearing up for its first summer under new leadership and a new strategy for improving the park experience nationwide while maximizing profitability. The company is aiming to hire 15,000 seasonal workers in a tight labor market for the busy season ahead.
Six Flags brought in $138 million in revenue in the first quarter of 2022, a 68% increase over the same time period the previous year. The company took a net loss of $66 million over the quarter. Most of Six Flags’ parks do not open in the first several months of the year.