Cougar Tails have been declared ESPN’s Concessions Food of the Year three times, making it clear that the 15-inch maple donut has become more than just a treat, it is now a part of BYU sports culture.
Just as fans come to the football games to chant the fight song, or to see Cosmo perform daring stunts, fans line up to get the iconic Cougar Tail.
Game day food plays a major role in the college football experience. Every college has a signature food item. So in 2003 BYU dining director Dean Wright wanted to come up with a signature concession item.
Wright got an epiphany after walking into the Wilkinson Student Center and seeing the Cougar statue. For some reason the tail stood out to him and the Cougar Tail was born.
The Cougar Tail wasn't an instant success, as the concept struggled to catch on with fans.
According to BYU Dining Services general manager Andy Jacobsen, Cougar Tails briefly disappeared in 2004, but returned the next year after a mother asked then-concessions manager Aaron Black if she could buy some for her son’s birthday. That unusual request convinced Black to put the treat back on the menu in 2005.
After a reintroduction in 2005, this time it won over the hearts of fans, becoming a staple in BYU sports. Now nearly two decades later, it's now the most iconic, best selling non-drink item at football games, earning multiple spots on the ESPN Concessions Food of the Year.
Not only is the Cougar Tail a major part of BYU fan culture, it is also a major financial contribution to BYU football, selling around 11,000-12,000 CougarTails per game, approximately generating over $100,000 per game.
Preparing for this volume the work starts long before the game. Jared Wilkey, lead Cougar Tail baker said, “We ice through the night for 8 hours before the game and go through nearly 30 people to ensure all of them get iced in time.”
As far as marketing goes Jacobsen said, “The Cougar Tail is now a part of the experience, and lucky for us, it markets itself. The nationwide recognition is incredible. We try to make Cougar Tails available at BYU Fan Fest events that BYU Athletics host across the country. We’ve been to Dallas, Las Vegas, Phoenix and more.”
For some fans, the Cougar Tail is just as important as the game.
"It's not a BYU football game without the Cougar Tail, it's part of the experience," said BYU super fan Maddy Hanvey.
While the Cougar Tail is now a major part of BYU football culture, its impact extends beyond the stadium. Cougar Tails are now seen in campus dining halls, sold at basketball games and even highlighted nationally.
Social media is flooded with first-time Cougar Tail selfies, and for many freshmen, buying one is seen as a rite of passage. What started as a quirky concession experiment is now a symbol of community, tradition and pride.