One of York's best-loved attractions unveils dramatic new look in major revamp
Inside York's Chocolate Story attraction
York's Chocolate Story unveils its biggest rebrand in 14 years, reports MAXINE GORDON
ONE of York's best-loved attractions is undergoing its biggest makeover in 14 years as it looks to reverse a post-pandemic decline in visitor numbers.
York's Chocolate Story in King's Square is investing in a six-figure rebranding which includes a bold new frontage, updated logo, as well as changes to its chocolate shop and hot drinks offer.
York's Chocolate Story is undergoing a dramatic new rebrand to boost visitor numbers. Picture Frank Dwyer.
General manager Stuart Wood told The Press the work would be the biggest rebrand in the attraction's 14-year history.
It is hoped the new look will boost visitor numbers which have not recovered to pre-pandemic levels, he added.
The news comes as figures show a drop in both footfall in the city and visitor numbers to York attractions.
As reported in The Press, data in a Make It York report showed 15.08m people had been recorded in York city centre up to June this year, a year-on-year fall of eight per cent, while the number of people visiting local attractions was down by 17 per cent.
Chocolate making demonstration at York's Chocolate Story - part of the guest experience
Stuart said: "You want to see a financial return. The latest data shows that visitor numbers at the minute are not the best. Everybody is struggling. We want to stand out from the crowd.
"Pre-Covid was our best year – in 2019. It's been the same for everybody in the economy. A lot of businesses are not seeing what we thought we'd see straight after Covid."
He added a first milestone for York's Chocolate Story would be for visitor numbers to recover to those before the pandemic – which were 136,000 over the 12 months between February 2019 and January 2020.
In extensive works, York's Chocolate Story – which tells the history of chocolate making in the city – will be repainted in a deep burgundy red, with a new logo in gold – marking a big change from its trademark white exterior and brightly coloured logo inspired by the colours of Smarties.
New logo for York's Chocolate Story
The attraction is remaining open during all works.
Inside, the chocolate shop will focus on selling more treats made in-house by York's Chocolate Story's team of chocolatiers.
Also, a hot chocolate hub will be launched with a special menu serving take-away drinks.
Stuart said: "We won't have a cafe but will have a hot chocolate hub where people can pick up hot chocolates based on different origins of chocolate and seasonal ones too, for example to tie in with Halloween. We can do special hot chocolates inspired by KitKats or the Chocolate Orange too."
Staffed kiosks will be in place to greet visitors and direct them to the attraction which is on the upper floors of the building.
Artist's impression of the interiror of the new-look York's Chocolate Story. Image supplied
Stuart said the company undertook significant and detailed market research ahead of the rebranding, which has now gone live on its website: www.yorkschocolatestory.com.
"We started the process about a year ago. We looked at feedback from guests and also from people who were not visiting – from people who who were just walking past to people who knew of us but were just not coming in.
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"The data told us we needed to revisit the brand.
"York's Chocolate Story has been going 14 years and we had never changed anything – it was a winning formula, but it needed a refresh and to really, really invest.
"So we are giving it a new brand, a new logo, and a fresh feel – something guests can resonate with."
He acknowledged the new red and gold colouring and logo had nods to Harry Potter and Willy Wonka – which was the plan.
Inside York's Chocolate Story attraction
"We want it to be warm and cosy and say heritage.
"People's childhood memories of Charlie and the Chocolate Factory, we wanted all those elements wrapped up in a logo.
"It was important to continue our celebration of chocolate in York – York is the home of chocolate in the UK."
Visitors can check out the new-look attraction from October 21.
York residents can receive a 30 per cent discount in admission fees every Sunday; proof of address is required.