Attractions.io, a leading creator of mobile visitor apps, has helped drive food and beverage (F&B) revenue at Chester Zoo, the most visited wildlife attraction in the UK, through the introduction of mobile food ordering.
The attraction has achieved a 52% uplift in average transaction value and a 58% year-on-year increase in app-driven F&B revenue since implementing mobile food ordering through the Attractions.io platform.
Reducing friction
Each year, over two million people visit the 130-acre conservation site. As with many major attractions, the zoo faced long queues at food outlets during peak hours, frustrating visitors and reducing order volume.
To resolve this problem, Chester Zoo added mobile ordering to its existing Attractions.io mobile app. With this, guests can browse menus, place orders, and pick up their food at their convenience, enabling staff to prioritise quality and service.
Powered by Attractions.io and seamlessly integrated with Cinchio Solutions, the zoo's mobile ordering app connects to a multi-screen Kitchen Management System that enhances operational efficiency, precision, and delivery speed.
Jamie Roberts, food and beverage general manager at Chester Zoo, says: "The app has made our team a lot more efficient.
"The restaurants where we've utilised food ordering have seen a significant improvement in terms of order satisfaction, staff planning, and service levels.
"We don't have to manage long queues in our busiest restaurants, and we can focus instead on ensuring that all of our guests have a great dining experience."
Guests today expect a smooth, stress-free day out, free of frustrations such as long lunch queues.
Recognising this, Jon Petty, head of digital transformation at Chester Zoo, focuses on reducing friction at every stage of the visit and providing guests with the tools they need to enjoy their day to the fullest.
"At Chester Zoo, we understand that the journey for our guests starts well before they arrive and continues long after they leave," says Petty.
"They expect digital touchpoints that support their physical experience on-site. The app is central to us delivering that for them."
Before partnering with Attractions.io, Chester Zoo used a bespoke internal app that lacked the features, reliability, and insights needed to power its evolving digital strategy.
Now, it has access to a platform that is purpose-built for visitor attractions and a team with extensive industry knowledge.
"The old app wasn’t sustainable and needed constant maintenance," says Petty.
"Attractions.io stood out because they listened to us, reduced the resource required to manage our app, and helped us create an experience that truly works for our guests and our team."
Supporting digital growth
Since implementing the new app, Chester Zoo has seen wide-ranging improvements in guest engagement, with a 4.8-star average app rating, 91% of guests providing positive feedback, and 65% of registered users consenting to marketing.
These metrics demonstrate visitor satisfaction and highlight an expanding opportunity to engage guests long after their visit.
Through the app, Chester Zoo gathers feedback, shares stories about its conservation efforts, and reconnects with visitors through exclusive returner offers for school holidays and events.
Petty says: "We can now share updates and conservation messages with guests well beyond their first visit, and that ongoing connection is key to driving our mission forward."
For the Chester Zoo team, the mobile app enhances operations, increases visitor satisfaction, and delivers stronger results. And Attractions.io has supported their vision throughout.
"I absolutely recommend Attractions.io," says Petty. "They listen, they collaborate, and they deliver a solution that’s tailored to the operator.
"The support and insight we get from the attractions industry — directly from Attractions.io — has been invaluable in our growth as a digital organisation."
Recently, Attractions.io released the Digital Guest Experience Health Check, a three-minute scorecard that aims to help attractions pinpoint friction points throughout the visitor journey, from pre- to post-visit.
