What runners are craving after the race

This is the second article in our series revisiting key findings from Eventbrite’s race participant survey and webinar with lululemon athletica on turning your race into an unforgettable race experience.

It’s no secret that the first thing runners want to do post-race is chow down. In fact, almost half of race participants told Eventbrite they would be more likely to register for a race if it includes complimentary food or drink. So, what’s the food that racers can’t wait to devour?

In this article, we’ll reveal how food at the finish line can leave your participants hungering for more. After all, the best way to create a loyal participant is to satisfy their cravings.

What do racers crave post-race?

One thing about hungry runners: they’re easy to please. In our survey, 40% of participants weren’t picky, saying they would eat anything. In other words, there’s no wrong answer when you’re deciding what food to serve.

When in doubt, choose something savory: 42% of participants said they crave something hearty post-race. Think omelettes, sandwiches, or pretty much anything involving bacon. But don’t worry, there will definitely be takers if you order snacks or cinnamon rolls. In our survey, 12% of runners said their first priority is satisfying their sweet tooth, and 7.5% crave junk food. Lululemon serves a savory quiche and a crowd-pleasing Belgian waffle with blueberry compote at their runner’s brunch.

With today’s increasing dietary restrictions, how can I appeal broadly to my participants?

Gluten-free and vegan diets are increasingly popular, and athletes especially can have limited diets. But that doesn’t mean you have to serve tasteless food. At lululemon’s Sunset Festival, they appeal to both people who are looking to indulge with burgers and burritos, and those looking for healthier options with mason jar salads.

To show you’re mindful of participants’ varying diets, create cards with nutrition information for everything you serve. Clearly label gluten-free and vegan options on a separate table, so that those racers don’t accidentally waste their time in line for food they can’t enjoy. And use common sense to avoid obvious allergy risks — no peanut sauce, for example.

How can I make the meal a unique experience on a low budget?

Believe it or not, providing food doesn’t have to be a huge investment. It’s okay to charge for food, or do a combination of free and paid options. While lululemon provides a complimentary post-race brunch, participants are more than willing to pay for food at their Sunset Festival celebration later that day.

Regardless of budget, the key to creating an unforgettable meal is involving local partners. Bring the food that people love, whether that be a renowned food truck or a mom-and-pop bagel shop on Main Street. Let everyone know what you’ll be serving before they register, and the proverbial carrot-and-stick will give runners an extra push to the starting line.