One thing I'm betting on is that the sequel films will do amazingly well. As you may know, Cameron is filming the next 4 movies simultaneously. Obviously, Fox would NEVER approve such an endeavor if they didn't have absolute confidence that the films would do really well, and no doubt they'll milk this franchise for every drop it has. Anybody looking at the current state of the IP, to prejudge the land, doesn't have the foresight to see the IP's potential. It could very likely be as successful as MCU.
This is a long-term investment for Disney. Would Universal build the WWoHP after just the Sorcerer's/Philosopher's Stone? I don't think so. Right now, you have 2 mega-corporations betting massively on this franchise. It's going to be big.
Food and merch could very well be introduced to the franchise in this land, then revealed in the successive films, or vice versa.
You might say, "We can't count on the unknown." I would counter: how can you not?
(I am still of the belief that the IP doesn't matter, but I wrote this post as an opposing view to those who believe it does)