Research

85% of UK theme park visitors won’t buy food and drink if there are queues

85% of UK visitors say they often or occasionally decide against buying food and drink at a theme park because of queues, while 67% take the same view with regard to buying merchandise.
85% of uk theme park visitors won’t buy food and drink if there are queues

Research by Omnico has found that UK theme park visitors will spend up to four times as much on food, drink, and merchandise if theme parks install consumer-friendly technology. 

The UK visitors who would spend more if these technologies were in place, would leap from spending £31 to £177 per head on food, drink and merchandise if mobile apps, self-service kiosks and robot deliveries were available, the research reveals. The figures are part of the Omnico Theme Park ROI Barometer, surveying 661 consumers from the UK who have visited a theme park within the last two years, along with 2,672 from the US, Japan, China and Malaysia.

 50% of UK visitors say what they spend on food and drink will grow by up to a factor of four if they can use mobile phone apps to order in advance. 46% say their spending will quadruple if they can use self-scan phone apps or touchscreen kiosks for ordering inside food outlets, while 42% will spend up to four times more on merchandise if these technologies were available. 

“Our research confirms that advanced point-of-sale technology will transform the revenues of theme parks,” said Mel Taylor, CEO, Omnico. “There are a number of technologies available today that can help resolve the issue of queuing, or in some cases remove the queue altogether.

 However, before theme park operators make their investments it’s important to understand not just how much business can be lost, but whether spend per head would increase with the right solutions. Our ROI Barometer research reveals just that.”

Retail spending, for example, will increase from £16 to £41 per person, if mobile self-scan apps and self-service kiosks are available in park stores. And expenditure on food and drink will increase from £15 to £43 if the same technologies are implemented in fast-food outlets or restaurants. 

If virtual reality guides and experiences, or artificial intelligence-powered recognition systems are used to make their visits easier, 41% of UK visitors say they will spend up to four times more than average on an admission ticket. 

Overall, the Theme Park ROI Barometer revealed that implementation of technologies that please today’s tech-savvy customers can deliver tangible results to theme park operators.

Download the full report here

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