GB: Merlin Entertainments Takes over Operations of Cadbury World & Announces Two New Partnerships
Yesterday, Merlin Entertainments (Merlin) and Mondelēz announced that Merlin will take over the operations and brand licenses of Cadbury World in Birmingham “Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas. […]. As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership […],” says Louise Stigant, Managing Director UK at Mondelēz International. “[…] We have long admired Cadbury as the nation’s favourite chocolate brand and have already successfully worked together across a range of experiential activities and retail spaces in our UK theme parks. We are now excited to continue the relationship and bring to life the sights, smells and fun experiences that chocolate lovers have come to know and love, but just with the additional helping of some Merlin magic,“ adds Mark Fisher, Chief Development Officer at Merlin.
Attractions.io has been designing the apps for Merlin-operated theme parks since 2018, and the implementation of the provider’s in-app wallet solution expands this cooperation. Through the wallet, visitors can collect their tickets, season passes or fast passes within the park apps. Justin Skinner, Global Digital Director at Merlin, says: “The introduction of mobile wallets across the Merlin portfolio adds another piece to our digital jigsaw. We see the app as the linchpin of the guest experience and look forward to continuing to expand its services to make it the one-stop digital destination for guests visiting our attractions.” At the moment, the wallet function, which can also be used offline, is available in the apps of Chessington World of Adventures, LEGOLAND Billund, Alton Towers, Thorpe Park and LEGOLAND Windsor, but is planned for other parks in the coming months.
Merlin also recently announced Philadelphia-based services company Aramark as its new F&B partner for a total of seven destinations in the UK and the US. “Building an innovative and high-quality food and beverage offering for our guests is part of our continued business strategy to deliver the very best guest days out and short breaks. Aramark’s accomplishments in driving world-class hospitality programs at many of the most prestigious sporting events, iconic locations, and leading destinations in the world makes them a great partner to elevate our food offering as part of the magic and memorable experiences we offer our guests,“ explains Nick Varney, CEO of Merlin Entertainments. “We are proud to share our hospitality culture with Merlin Entertainments’ guests and families. We like to say that we’re ‘rooted in service’ and our scale, experience, and expertise as a global leader in foodservice innovation positions us to deliver world-class dining experiences at Merlin’s resorts and hotels, both in the UK and in the US,” adds John Zillmer CEO of Aramark. (eap)
