Cadbury World: Case Study

CASE STUDY
CADBURY WORLD
Sudeep Lakra
197949
II MCA
Introduction:
Cadbury is the brand which almost everyone knows. Even after completion of more than 100
years, the brand is into hearts of many people & it also leaves a significant mark amidst all the
competition. Cadbury stands tall in food product sector. Cadbury is world’s leader in
chocolates. Cadbury world is a visitor attraction in Birmingham, England, featuring a self-
guided exhibition tour, created and run by the Cadbury Company. The tour tells the history
of chocolate, and of the Cadbury business.
While touring Cadbury World, visitors will discover the history and heritage of the company
and learn how it developed from a small Birmingham based business into a global company.
With the information provided through visuals and exhibitions, Cadbury hopes that it will give
customers, particularly the younger population, a good understanding of business which will
be useful in their working lives.
Birmingham
Cadbury World was opened on 14 August 1990 by Morgan Anderson on Cadbury’s Bournville
manufacturing site, and has expanded and developed its content through continuous
improvement. Cadbury World has gone on to become one of Birmingham’s largest leisure
attraction. Over 5,00000 people visit there each year especially children and students.
Operation Management
The service concept of Cadbury World is the form, function and overall purpose of the design
and the benefits it will provide to meet the needs and expectation of the customers. By means
of form, the overall shape of the service concept is the contemporary leisure experience to
permanent exhibition devoted entirely to chocolate but also to have educational value and
be guided by the spirit of the old tours.
The service package of Cadbury World consists of the series, supporting (the shop, restaurant,
coffee and ice-cream parlour) and facilitating (parking) processes which all need to be
designed.
The four micro processes in the Cadbury World are:
1) Information center (Front desk)
2) Chocolate production in demonstration area
3) Retail
4) Restaurants
The Challenge
Cadbury was already using a customer feedback company; however, they found them to be
slow in delivering their reports. Cadbury World wanted to ensure their brand standards were
upheld with a provider who could guarantee quality reports in good time, without delay.
The Solution
A thorough and detailed customer journey was mapped out to include all 14 zones within
Cadbury World. Then a bespoke report was developed to reflect the complete customer
experience. The experience revies focused on the interaction between team members and
the visitors, as well as ensuring there was a rigorous assessment of the standards throughout.
More questions have been added into the customer experience reports over time as they are
constantly reviewed to ensure they are measuring the key focus areas. This guarantee the
reports provide relevant data which can be used to measure the progress of the team.
Latest development
The first significant development was when parts of exhibition were moved up onto the
ground floor of the East cocoa block, and renamed The Cadbury Collection. Early
improvements to Cadbury World were more reactive, addressing the issues raised by a new
product form a company whose traditional expertise was not in the leisure industry.
Cadbury World has announced a raft of new measure to help guests enjoy their visit safely
and maintain social distancing, as the venue plans to reopen. On arrival, all guests and
employees will have their temperatures checked with thermal imaging scanner.
The Cadbury world team- Our team have been trained to assist you with staying safe while
you are having fun at Cadbury World.
Operational changes- High touch interactive areas have been reduced with alternatives in
their place where possible. Hand sanitizer stations have been installed at all entry and exit
points. Visitors will only be able to pay with contactless cards or via mobile.
Educational Resources and Talks
Cadbury World is a valuable educational resource for students of all ages and offers the option
of a curriculum linked educational talk to complement you tour.
Cadbury World was one of the first organization to be awarded the Quality Badge and engages
in an ongoing process to sustain high quality learning outside the classroom.
Conclusion
Cadbury World marks 30th anniversary with birthday themed chocolate creation. The
attraction’s chocolatiers have created a birthday present made entirely out of chocolate. Over
those 30 years much has changed in the terms of how it operates, functions, the products and
services offered, and the types of exhibits, sets and attractions the visitor can see.
Cadbury World will continue to meet the challenges of the economic environment and needs
of its visitor with the same commitment and passion it has demonstrated since 1990.

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