A CASE STUDY FOR

Minack Theatre

A world-famous open-air venue perched on the cliffs of Cornwall, offering audiences breathtaking views over the Atlantic Ocean.
Operates as both a cultural performance space and a major tourist attraction, drawing visitors from across the UK, Europe, and beyond while maintaining a loyal local following.
Alongside its theatre programme, The Minack runs a café and gift shop, providing an important hospitality and retail experience for guests.

Venue Background

Perched high on the rugged cliffs of Cornwall’s coast, The Minack Theatre is one of the UK’s most breathtaking performance venues. Open to the elements, with panoramic views over the Atlantic Ocean, it offers audiences a theatre experience like no other.

More than a performance space, The Minack is also a major tourist attraction, welcoming thousands of visitors every year. The customer base is a vibrant mix of UK holidaymakers, European travellers, and international guests who come for both the shows and the unique setting. A loyal local following ensures the venue remains a cultural hub for the community.

Operating in such a remote, rural location comes with its own set of challenges, but it also creates opportunities for creative thinking and innovation. The theatre combines live events with hospitality and retail, running a café and gift shop alongside its performance schedule. This blend of services means every operational decision directly impacts both customer satisfaction and revenue.

“We were looking for a system that could integrate seamlessly with Spektrix, deliver accurate reporting, help reduce wastage, and ultimately improve the customer experience. pointOne ticked all of those boxes and offered the flexibility we needed to tailor the system to our venue.”

Lucy Manning, Visitor Experience Manager

The Challenge

While the theatre’s location is an undeniable part of its charm, it also brings logistical hurdles — especially in its café and retail spaces, which are limited in size. With high visitor numbers during peak season, the team needed to:

Maximise sales in a small space without overburdening staff or slowing service
Reduce transaction times to serve more customers quickly
Streamline retail and catering processes to avoid bottlenecks
Manage long queues, particularly during busy performance intervals
Improve service for guests with accessibility needs, for whom standing in queues could be difficult

The leadership team recognised that the existing systems were functional but not optimised for the theatre’s unique combination of high-volume tourism and seasonal events. They needed a modern, integrated solution that would allow them to work smarter, not harder.

“The set-up process was very simple and well-supported. Scott from pointOne was on-hand whenever we needed him and was incredibly helpful throughout. Our team adapted to the change in software quickly, and overall we experienced very few issues during the transition.”

Lucy Manning, Visitor Experience Manager

The Solution

After reviewing their options, The Minack Theatre chose pointOne for its mobile ordering and POS capabilities, as well as its ability to integrate seamlessly with the theatre’s ticketing system, Spektrix.

The new approach was designed to:

Increase transaction capacity in the café, enabling staff to serve more people in less time
Shorten queues by allowing customers to order directly from their seats
Support accessibility, enabling guests with mobility challenges to order without leaving their seats
Reduce wastage through accurate reporting and stock control
Provide better customer experiences with faster, more flexible ordering options
Deliver clear, reliable reporting that could be accessed remotely for better decision-making

“We decided to implement mobile ordering to increase the number of transactions we could process, reduce queues, and improve service, especially for customers with special requirements.” – Lucy Manning, Visitor Experience Manager

The theatre valued pointOne’s track record with cultural venues and the ability to tailor the system to their needs. The set-up process was simple, with dedicated support ensuring a smooth transition. Staff adapted quickly, and integration with Spektrix is now underway to create a truly connected experience from ticket purchase to curtain call.

“The kitchen display screens have been hugely valuable in saving time and reducing mistakes, while the handheld device and online ordering app mean we’re no longer relying solely on tills. This allows us to process orders more quickly, capture more ‘second spend’ opportunities, and ease the pressure on our team during busy periods.”

Lucy Manning, Visitor Experience Manager

The Results

Since adopting pointOne’s mobile ordering and POS system, The Minack Theatre has transformed its service model — delivering benefits for both customers and staff.

Shorter Wait Times: Customers are now served faster, and many can place repeat orders without leaving their seats. This has significantly reduced congestion in the café during busy show intervals.
Happier Staff: The introduction of KDS screens has cut down on mistakes, saved time, and eased pressure on staff during peak service. Handheld devices and online ordering have reduced reliance on tills, allowing the team to process orders more efficiently.
Increased Revenue Opportunities: The mobile ordering app and handheld devices have captured more “second spend” purchases in the café, where customers decide to order again after their first visit.
Better Control & Insight: Remote-access reporting allows management to track performance, adjust menus, and monitor wastage with ease. This data-led approach is helping the team make smarter decisions and improve operations behind the scenes.
Positive Customer Feedback: Negative comments about waiting times have noticeably decreased, showing that the system is directly improving the customer experience.

Enhanced Accessibility: Customers with mobility challenges now have the option to order from their seats, removing barriers to service and creating a more inclusive experience.

“Since introducing pointOne, customers are waiting less time to be served and can even re-order from their seats, which has really enhanced their experience. We’ve also noticed far fewer negative comments about wait times, and the ability to offer in-seat ordering has been a great benefit for visitors with mobility challenges.”

Lucy Manning, Visitor Experience Manager

Key Metrics & Outcomes:

The Future

Building on the success of mobile ordering, The Minack Theatre is now working with pointOne to develop a bespoke online ordering system for its website. This will allow visitors to purchase retail items online, expanding the theatre’s reach beyond the cliffside.

“We find the team at pointOne to be incredibly supportive and proactive. They’ve helped us develop solutions that fit our needs now and will continue to work for us in the future. We would certainly recommend their services to other venues looking to modernise and improve their operations.”

Lucy Manning, Visitor Experience Manager