York's Chocolate Story unveils revamp and hot chocolate bar, reports MAXINE GORDON
One of York's best-known visitor attractions has unveiled a major new look inspired by the city's chocolate-making pioneers, complete with a dedicated hot chocolate bar and redesigned shop.
As exclusively reported by The Press, York's Chocolate Story, in King's Square, has undergone a six-figure transformation, the largest investment in its 14-year history, with attraction bosses hoping it will encourage even more visitors to discover the stories behind the confectionery families that helped make York famous around the world.
Bosses hope the revamp will help boost annual visitor numbers to the attraction which have yet to recover to pre-Covid levels of around 136,000.
It comes at a time when footfall to York and the number of visitors to city attractions have fallen.
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.
Stuart Wood, general manager of York's Chocolate Story, said the revamp was designed to celebrate both the city's past and its enduring love affair with chocolate.
"We are proud to unveil our new-look shop and cafe, which take inspiration from the chocolate shops of yesteryear while introducing some exciting modern twists," he said.
"We have long been famed for our hot chocolates, and one of the highlights of the new space is our dedicated hot chocolate bar, which allows guests to experiment with different flavours and toppings to create something truly personal.
"There is also more space for the fantastic range of chocolates crafted by our expert chocolatiers, alongside some of York's best-known chocolate brands, so guests can discover the perfect treat to match their sweet tooth."
Artist's impression of the interiror of the new-look York's Chocolate Story. Image supplied
At the heart of the redesign is a fresh identity inspired by four figures who helped shape York's chocolate industry: Joseph Rowntree, Joseph Terry, Mary Tuke and Mary Ann Craven.
The attraction's frontage now features illustrations of the chocolate pioneers, whose innovations helped establish York as Britain's chocolate capital. The new branding, created by LMC Design, aims to place their stories back at the centre of the visitor experience.
Stuart said: "This investment is about more than a new-look shop. We wanted to put the history of York's chocolate pioneers back at the heart of our identity, celebrating the people, ideas and innovations that helped make the city famous for chocolate."
New logo for York's Chocolate Story
York's reputation as a confectionery powerhouse was built by generations of chocolate-making families, including the Tuke, Rowntree, Terry and Craven dynasties. Their businesses transformed chocolate from an expensive luxury into a product enjoyed by households across Britain, while also leaving a lasting mark on the city's communities.
Those stories remain the focus of the attraction's guided tours, which continue unchanged despite the redevelopment.
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Inside, visitors will find an expanded retail area with more room to showcase the attraction's own handmade chocolates, produced by its team of chocolatiers. The shop also stocks famous York-linked brands including KitKat and Terry's Chocolate Orange.
Chocolate making demonstration at York's Chocolate Story
The dedicated hot chocolate bar is expected to become a key attraction, allowing visitors to personalise drinks with a variety of flavours and toppings.
While hundreds of thousands of people visit the shop each year, Stuart hopes the redesign will encourage more guests to explore the wider attraction, including guided tours, chocolate experiences and family activities.
The new-look shop reopened today, with further half-term events and city-wide competitions set to be announced in the coming days.
Visitors can book guided tours and seasonal experiences through York's Chocolate Story website: yorkschocolatestory.com.