Case Study:

How the Qudini Queuing System eliminated the Christmas queues at Santa’s Grotto


  • “It was a great improvement, last year when children came to me they were frozen and their mothers were very upset…This year everyone was much happier, no one had to queue and they knew exactly what time they would be seen at.”
    Father Christmas | a.k.a. Santa
  • “Father Christmas was great, and the text message service to let us know when it was our turn was brilliant.”
    Mother | using the Santa Experience

Client Profile

Greenwich Market is London’s only historic market set within a World Heritage site. Surrounded by independent and boutique shops, a well established designer-makers, and a range of gastro pubs, restaurants, cafes and wine bars. At Christmas they host Santa in a grotto experience.


At Christmas, families line up for more than two hours to see Santa in his grotto, leaving customers frustrated and cold while queuing outside. Greenwich Market wanted to reduce the length of the queues and enable customers to continue their Christmas shopping whilst they wait to see Santa.



Santa’s elf used the Qudini Queuing System and the queues disappeared:

1. Families are greeted by Santa’s elf at the Grotto, who takes their name and mobile number into the North Pole Tablet.

2. Customers received a confirmation SMS from Santa with their estimated time to see him. Santa also provides an interactive live countdown link to show how long it will be.

3. Families are able to enjoy their wait in the local area, while getting into the festive spirit. When Father Christmas was ready to see the family, they received a text message notifying them to return to the grotto.

  • Qudini reducing queuing times at Santa's Grotto in Greenwich market
  • How Qudini helped to reduce queues at Santa's Grotto


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    Reduction in queues to see Santa. Now that customers could enjoy the local shops and restaurants whilst they waited, they only had to stand in a line for 10 minutes (rather than 3 hours)

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    Of customers rated their Qudini waiting experience a 5 out of 5, and all of them said it was much better than waiting in a queue.

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    Of waiting customers visited the local Market’s shops and restaurants whislt they waited. This increased sales in the local area.

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    Increase word of mouth

    When customers told their friends about the exhibition they talk about the fantastic experience and many customer returned again due to the easy waiting experience

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