Attraction Mystery Shopping

See your attraction through your guests’ eyes.

End-to-end mystery shopping for UK attractions, built around your guest journey and commercial goals.

End-to-end guest journey audits covering every touchpoint from booking to post-visit

Bespoke programmes built around your attraction type, brand standards, and commercial goals

Scenario-based visits reflecting real guest types, including families, groups, tourists and members

Detailed market data and analytics to spot patterns and opportunities

How Serve Legal can help

The Risk

Guest experience is shaped by the full journey, not just the main attraction. If booking is unclear, pre-visit information is missing, or pricing and add-ons feel confusing, it creates avoidable friction before guests even arrive. On the day, issues like wayfinding, entry processes, queue communication, staff interactions, cleanliness, accessibility delivery, and service recovery can vary by team, time, and season.

Without consistent, real-world measurement across touchpoints, it’s hard to know what’s working, what isn’t, and where to prioritise improvements — which can affect reviews, repeat visits, and on-site spend.

How Serve Legal Helps

Serve Legal and Storecheckers provide end-to-end attraction mystery shopping that captures the guest journey in real conditions and turns it into practical insight.

We can help by:

Auditing the full journey from booking and pre-arrival comms to travelling, entry, the on-site experience, and post-visit follow-up.
Testing every key touchpoint including digital journeys, signage/wayfinding, ticketing, queues, staff interactions, retail and food & beverage.
Measuring pricing clarity and value perception, including add-ons, upgrades, memberships and season passes.
Comparing performance across peak/off-peak periods, weekends, school holidays, events and seasonal operations.
Producing highly detailed audits and reports that show what happened, what it means, and what to improve first.
Building a bespoke programme for your attraction type, from theme parks and heritage sites to zoos, aquariums, museums, immersive experiences, tours and experience days.

Learn More about our Data and Analytics Offering

Data and Analytics Reporting

We don’t just run audits, we turn them into live, actionable intelligence. Our investment in data, software and automation goes far beyond industry norms, giving our clients faster insight, lower reporting costs, and a genuine competitive edge. Take a look at our reporting ecosystem, combining interactive Power BI dashboards, AI-powered data assurance and a developer-friendly REST API, helping you take control of compliance performance across your organisation.

Learn More about our Data and Analytics Offering

Our success stories

“We have worked with Serve Legal since 2008. During that time they have conducted over 14,000 audits to all of our stores in Scotland, North of England and Northern Ireland. Several stores are in very remote areas, as far north as Wick and Thurso. Serve Legal has always been able to visit any store that we have requested no matter how challenging the location. The audit reports are always delivered in an accurate and timely manner and the management team have a pro-active approach and are always looking for ways to improve their service to their customers. We would have no hesitation in recommending Serve Legal to others.”

Frequently asked questions

What types of attractions do you cover?

Theme parks, zoos, aquariums, museums, heritage sites, visitor centres, adventure parks, indoor play, immersive experiences, experience days, tours, and seasonal events.

Do you cover the full customer journey or just the visit itself?

Full journey. We can assess booking, pre-arrival communication, travel/arrival, entry, the on-site day, and post-visit follow-up.

Can you include pricing perception and “value for money”?

Yes. We can assess how pricing lands on the day, what guests feel was included vs extra, and where value perception drops.

Do you measure staff interaction quality?

Yes. Staff behaviours are a major driver of experience, so we capture what was said/done and whether it met your standards.

Can you include accessibility and inclusivity checks?

Yes. We can build in audits that test accessibility information, reasonable adjustments, and how inclusive the experience feels in practice.

About us

In early 2006, Ed Heaver and Julian Sargeson were alcohol retailers with a problem. The local authority had decided one of their sites was consistently serving underage people.

They wanted to check their staff, measure the site performance and demonstrate to the authority they were taking the issue seriously. They couldn't find a company providing a cost-effective service, so they decided to do it themselves.

The business has since grown to become the market leading provider of compliance auditing services in the UK & Ireland, and a leading voice in the conversations around age-verification and food allergy policy.

Our Customer Experience Allergen audit has been designed in collaboration with an experienced Environmental Health Practitioner and is approved by Trading Standards.

Our Awards

Don't just take our word for it, see the awards that back up our claims of excellence.

Elite Business Finalist 2025

Moneypenny Customer Service of the Year Award

Elite Business Award Winner 2025

Top 100 SME Businesses - #8 in the UK

Growing Business Awards Winner 2023

Customer Experience and Loyalty Award

The Golden Grocer Awards 2022 Finalist

Business Initiative of the Year

Growing Business Awards Winner 2022

B2B Business of the Year

Business Champion Awards 2022 Finalist

Business Community Award