Key Results AT A glance
10-vehicle mobile retail fleet deployed across major heritage sites
Higher sales potential than fixed retail units by positioning vans where visitors gather
Lower infrastructure costs compared to building permanent retail outlets
Flexible placement throughout the day to maximise visitor engagement
Local product sourcing enhances authenticity and visitor experience
CLIENT OVERVIEW
English Heritage cares for more than 400 historic monuments, buildings and sites across England, from prehistoric landmarks to medieval castles and even Roman forts.
Each year, millions of visitors explore these remarkable places, and creating an enjoyable, memorable day out is central to the organisation’s mission.
Alongside preserving history, English Heritage is also focused on enhancing the visitor experience, including providing refreshments and treats that complement a day of exploring.
THE CHALLENGE
Traditional cafés and retail spaces can work well at major attractions, but they often come with significant infrastructure costs, fixed in one location with no flexibility, and are prone to traffic during busy periods.
At many historic sites, visitor movement naturally changes throughout the day. Guests gather in different areas; entrances, viewpoints, pathways and exits, meaning fixed retail units may not always capture the highest levels of footfall possible.
English Heritage recognised an opportunity to introduce mobile retail units that could move to where visitors naturally congregate, improving convenience for guests while increasing retail revenue.
THE SOLUTION
Whitby Morrison partnered with English Heritage to introduce a fleet of mobile ice cream vans designed specifically for historic sites.
The Stonehenge Prototype
The relationship began in 2015 with a single “off-the-shelf” ice cream van deployed at Stonehenge.
The goal was simple: test whether a mobile unit could capture sales from visitors who might not walk to a fixed café or retail space.
The results were immediate. By positioning the van close to high-footfall areas, English Heritage was able to reach more visitors and generate stronger sales.
Expanding the Fleet
Following the success of the Stonehenge trial, English Heritage expanded the concept.
A second van was introduced at Tintagel Castle in Cornwall, another site with high visitor numbers and varied footfall patterns.
By 2019–2020, the proven success of the first two units led to a much larger rollout, with ten vans deployed across English Heritage sites nationwide.
Today, these vans can be found at iconic locations including:
- Hadrian’s Wall
- Stonehenge
- Tintagel Castle
- Dover Castle
- Various historic locations along the South Coast
Celebrating Local Produce
A distinctive part of the English Heritage model is the emphasis on local sourcing.
Rather than offering a standardised national product everywhere, vans can showcase regional producers connected to the area.
For example, the van at Dover Castle specialises in ice cream sourced from local Kentish producers, giving visitors a taste of the region while supporting local businesses.
This approach adds authenticity to the visitor experience and strengthens the connection between the site and its surrounding businesses, building a strong community.
Mobile Retail vs Traditional Units
One of the biggest insights from the project is how effective mobile retail can be compared to permanent outlets.
A fixed café or retail space requires significant investment in buildings, infrastructure and utilities. In contrast, a mobile unit can be deployed quickly, repositioned easily and scaled across multiple sites.
Near the entrance in the morning as guests arrive
Close to popular viewpoints or attractions during peak visiting hours
Near the exit in the afternoon as visitors leave the site
This flexibility allows English Heritage to capture sales opportunities that a fixed location would miss.
