Chester Zoo, the UK’s most visited wildlife attraction, has enhanced the guest experience and boosted revenue by introducing mobile food ordering through the Attractions.io mobile app platform, resulting in a 52% increase in average transaction value and a 49% year-on-year increase in app-driven F&B revenue
The 130-acre conservation site, which welcomes over two million visitors annually, faced a familiar challenge: long queues at food outlets during peak times were frustrating guests and reducing order volumes. To remove this friction, Chester Zoo added mobile ordering to its existing Attractions.io mobile app, enabling visitors to browse menus, place orders, and collect food at their convenience, freeing up staff to focus on quality and service.
Powered by Attractions.io and delivered through a smooth integration with Cinchio Solutions, the solution ensures a fast, reliable experience for both guests and operators.
“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,” said Jamie Roberts, Food & Beverage General Manager at Chester Zoo.
Today’s guests expect a seamless, stress-free day out — and long queues for lunch are just another source of frustration. Recognising this, for Head of Digital Transformation Jon Petty the focus is on removing friction across every stage of the visit and giving guests the tools they need to make the most of their day:
“At Chester Zoo, we understand that the journey for our guests starts well before they arrive and continues long after they leave. They expect digital touchpoints that support their physical experience on-site. The app is central to us delivering that for them.” Jon explains.
Before adopting Attractions.io, Chester Zoo relied on a custom-built internal app that lacked the features, stability, and insights needed to support its growing digital vision. The move to Attractions.io provided access to a platform purpose-built for visitor attractions — and a team with deep industry expertise.
“The old app wasn’t sustainable and needed constant maintenance. Attractions.io stood out because they listened to us, reduced the resources required to manage our app, and helped us create an experience that truly works for our guests and our team,” said Jon Petty, Head of Digital Transformation at Chester Zoo.
Since launching the new app, Chester Zoo has seen improvements across the board in guest engagement:
These metrics reflect not only guest satisfaction but a growing opportunity to engage visitors long after their visit. Through the app, Chester Zoo collects feedback, shares stories about its conservation work, and reconnects with guests through exclusive returner offers for events and school holidays.
For the team at Chester Zoo, their mobile app is more than a convenience—it's a catalyst for better operations, happier guests, and stronger results. At every step, Attractions.io has been there to support their vision.
“I absolutely recommend Attractions.io,” said 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.”
To learn more about Chester Zoo’s mobile food ordering solution click here.
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