Leisure
In 1998 Butlins underwent a multi-million pound investment, which transformed Butlins and brought it up to date with the latest entertainment facilities, accommodation and staff training, providing the ultimate in British family entertainment holidays. In October 2000 Butlins was bought by the holiday group Bourne Leisure who have continued to invest heavily into the 3 seaside locations, Minehead, Skegness & Bognor Regis.
Each year the group caters for a massive 622,000 residential customers. Part of the key strategy has been to establish relationships with many leading brand names that can add value to the whole resort experience. Rollover has been a key partner working with the Butlins group for the last 5 years, continually developing the offer & ensuring the highest quality products at good value for money.
When initially approached in 2003, the group were struggling to sell 60,000 Hot Dogs per year, this year that figure will surpass 300,000 Hot Dogs sold; generating nearly 1 million pounds in turnover for the group.
Much of this growth is due to constantly developing the offer, & looking at the best opportunities available on each of the resorts. Initially this was achieved by designing bespoke mobile carts that could be moved round the resorts to the people. As the popularity of the products grew, each location required its own mobile unit, which meant most resorts having up to 5 mobile carts.
By 2007 Hot Dogs had become such an important part of the food offer on all 3 resorts, it was decided to build a stand alone kiosk to be sited in the skyline of each resort which would open from 11am until 3am everyday. We developed an entire Hot Dog menu with Rollover to include a Cheese, Chilli & Onions option, and a reduced salt children's product, which was in line with Butlins overall strategy to promote healthy eating.
The kiosks increased spend per head by 70% smashing all group budgets. Since the massive success of the kiosks Rollover installed another 2 units into Bognor Regis, situated in the 2 main entertainment venues, Centre Stage & Reds; both units have driven food sales within the venues which usually were only wet led venues.
In 2008 Rollover launched the new Wrappa concept into all 3 resorts, providing stand alone kiosks within the Skyline Centres. Once again this has proved to be a tremendous success and has attracted a wider customer profile, increasing the overall guest spend per head.
This year Butlins was the first customer to launch the Crazy Corn Concept, which has helped to bring Popcorn to their show venues. Watch this space...