Background

Center Parcs wanted to strengthen its food & drink offer by identifying weaknesses and opportunities within its existing portfolio of brands and own brands.

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• The business was concerned its F&B offer was not meeting guest expectations and wanted a deep dive piece of research into guest experiences and expectations
   

• They needed research that was neutral and conducted outside of the Center Parc environment to get a clean read on the current guest experience
   

• In addition to understanding how non-guests perceived the existing offer & how it could be developed

Solution

A bespoke qualitative and quantitative research solution specifically designed and conducted with Center Parcs guests and non-users in the UK & NI that gave them:

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• Clarity regarding existing guests' thoughts of the F&B offer and how to improve it
   

• Insights into what would encourage non-users/non-objectors to the brand to visit when taking F&B into consideration
   

• Definitive actions and next steps to help the team at Center Parcs develop a brand and marketing F&B strategy to drive growth
   

• Clear direction for future concepts and the F&B development

Outcome

“This project was of significant importance to our business. From the beginning, we felt in safe hands, and they clearly understood what we needed to get out of this research.
 

The approach was well thought-through and meticulously planned. They had everything under control throughout the project, and we felt well informed throughout and regularly updated.
 

The final outputs and research conclusions did well to draw out the key insights and opportunities for us as a business, and we are delighted with the results.”
 

Liam Pearson

Marketing Manager – Food, Beverage & Retail Center Parcs