Wet’n’Wild Sydney

PROJECT

F&B Strategic Planning for new Sydney based theme park.

TASK

Village Roadshow Theme Parks are the second largest theme park operator in the world. As the largest theme park operator in Australia, they operate under brands like Sea World, Movie World and Wet’n’Wild waterparks. The company employs a highly skilled in-house F&B management team, but when planning the new water park for Sydney they reached out to Brain & Poulter for strategic planning advice.

OUTCOME

The capex pay back period we were working to was a 2 year window so the holy grail for theme park F&B success was around two key issues – customer strike rates (SR) and average transaction values (ATV). Brain&Poulter achieved an ATV 25% higher than had ever been achieved within the portfolio due to our unique planning process and new to market concepts.

Specifically Brain & Poulter added true value by:

• Proving where customers would dwell around the 25 hectare site and how much F&B was sustainable at each major dwell zone.
• Profiling the customers at each dwell point and curating an F&B experience aligned to the aspirations of the different target markets.  We created new to market themed children’s prepackaged products that has produced the highest spends per head for any of our clients four theme parks.
• Crafting the price points so that premium F&B experiences such as the bar and bistro appeared earlier in the customer’s journey and with higher visibility than lower price pointed food options.
• Building a complex service profiling system to strategically calculate the ultimate lineal counter frontage, cash register points and back of house service lines to ensure customer service speeds (Strike Rates) could be maintained regardless of whether it was a peak day with 15,000 park guests or a low day with just 1,500 guests.