Key Results AT A glance
Multi-vehicle mobile retail fleet operating across the park
Significant increase in profitability after upgrading the original mobile unit
Strategic placement across the park to capture impulse purchases
Flexible retail model that adapts to changing guest flow throughout the day
Introduction of zero-emissions technology through their latest investment
CLIENT OVERVIEW
Alton Towers Resort is one of the UK’s most famous theme parks, attracting millions of visitors each year with its world-class rides, attractions and entertainment.
As a large site with constantly moving guest traffic, delivering convenient food and drink options across the park is an important part of the visitor experience.
Alongside its many cafés, kiosks and restaurants, Alton Towers recognised the potential for mobile retail units that could move around the park and reach guests wherever they were. Perfect for a fast moving site.
THE CHALLENGE
When Alton Towers first explored mobile retail, the experience didn’t start with a brand-new vehicle.
Instead, a representative approached Whitby Morrison with a used van which the park had purchased online.
Unfortunately, the vehicle came with several issues. The refrigeration system was unreliable, the engine was struggling, and overall, the van wasn’t performing the way a commercial mobile retail unit should.
Despite these limitations, the park saw clear potential in the concept of mobile retail, and persevered.
THE SOLUTION
Whitby Morrison worked with the park to refurbish and improve the vehicle as much as possible.
The team repainted the van, repaired the mechanical issues and upgraded key components to get the unit operational again.
Even though the original van wasn’t comparable to the standard of Whitby Morrison Ice Cream Van, the improvements were enough to demonstrate just how powerful mobile retail could be within the park.
The results were immediate: sales increased significantly, proving the concept was working, and that this is what customers were enjoying.
Expanding the Fleet
Following the success of the refurbished unit, Alton Towers quickly moved to invest in purpose-built vehicles.
Within months, the park ordered its first brand-new Whitby Morrison van, designed specifically for the demands of a busy theme park environment.
Over time five modern Ice Cream Vans were invested in, including a zero-emissions model utilising Whitby Morrison’s technology.
These vehicles offer the reliability, efficiency and sustainability required for a high-volume visitor attraction tailored to both children and adults.
Mobility as a Retail Strategy
One of the biggest advantages of mobile retail in a theme park environment is flexibility.
At Alton Towers, visitor movement changes constantly throughout the day. Guests gather at different rides, attractions and areas of the park depending on queues, events and showtimes.
The fluctuation of guests during peak times such as school holidays compared to a regular weekday could now be considered, due to the flexibility of these vehicles.
While fixed retail outlets remain important, mobile vans provide a strategic advantage by being able to move to the busiest areas in real time.
For example, vans can be positioned:
Near the park entrance or exit during peak arrival and departure times
Close to new ride openings or popular attractions
At busy pathways and high-footfall pinch points
In areas where fixed retail outlets are limited
