York's Chocolate Story unveils major rebrand after visitor decline

Summarised from 2 outlets · Updated 12 Oct, 06:18 · Archive

York's Chocolate Story is undergoing its biggest rebrand in 14 years to reverse post-pandemic visitor decline.

York's Chocolate Story in King's Square is undergoing its biggest makeover in 14 years, investing in a six-figure rebrand that includes a bold new frontage, updated logo, and changes to its chocolate shop and hot drinks offer.

The attraction's general manager Stuart Wood said the rebrand was necessary to reverse a post-pandemic decline. Visitor numbers have not recovered to pre-pandemic levels, with 2019 being the attraction's best year. Data from a Make It York report showed that visitor numbers to local attractions were down 17 per cent, while city centre footfall fell 8 per cent year-on-year up to June. Wood 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.'

The rebrand is intended to help the attraction compete in a challenging period for York's tourism sector, with multiple attractions reporting similar post-pandemic struggles.

How it is being reported

• One of York's best-loved attractions unveils dramatic new look in major revampA dramatic rebrand, revamped shop and new hot chocolate hub are set to transform York's Chocolate Story visitor attractionGazette & Herald (Malton) · 12 Oct, 05:00
• One of York's best-loved attractions unveils dramatic new look in major revampA dramatic rebrand, revamped shop and new hot chocolate hub are set to transform York's Chocolate Story visitor attractionThe Press (York) · 12 Oct, 05:00

In this story: York's Chocolate Story · York · Stuart Wood · Make It York · King's Square

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