Malvern Theatres, Worcestershire.
Client
Venue
AIM
SCOPE
WHAT WE DID
In a challenging theatre market, VCP took a step back to reassess every aspect of the existing catering approach. By aligning the offer with both market trends and audience preferences, we created a more compelling experience for guests while ensuring a sustainable cost base.
The outdated feast-or-famine income model is now a thing of the past, making way for a more consistent and profitable operation. Our solution introduced a more relaxed and accessible dining experience. A mix of café-style service, grab-and-go options, afternoon teas, and pre-show retail promotions tailored to key performances have already made an impact.
The results speak for themselves—stronger sales, growing profits, and overwhelmingly positive customer feedback. Over the past 3 years sales have grown by 180% and profits by 600% as a result of this change in offer and style of menus and service.
Showstopping performances
Making Malvern Theatres an all-day destination
Background
Challenging market post-covid with a need to bolster the venue visitor experience
Plan
Thorough audit of catering operation including financials, offer and audience evaluation
Delivery
Tailored catering solutions for a more relaxed and customer focused experience including grab-and-go options and afternoon tea
Results
Sales growth of 180% with profits of 600%
Further Case Studies
Take a closer look at other success stories in the VCP portfolio.
MKM Stadium
We drove growth through innovation for the home of Hull City and Hull FC with a 62% increase in spend per head.
Eco Power Stadium
Street-food to energise the fans and elevated hospitality experiences made for a great start to this new contract.
Malvern Theatres
A total operational review made sure the catering operation is now more guest focused and increasingly profitable.
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Dunston Business Village
Dunston
Staffordshire
ST18 9AB