Hearts and minds.

Our purpose
and values.

We’ve got a past to be proud of but it’s our future that excites us the most. To take us forward to a brighter and better future for all, everyone who works here moves forward with our shared ambition, purpose and values with them every day.


Our purpose

To deliver exciting and entertaining experiences in safe, sustainable and rewarding environments. We will achieve this through reflecting the changing needs and expectations of our customers, communities and colleagues. To excite and to entertain.


Our values

Our fantastic culture is shaped by the values we all share. Service, Teamwork, Ambition, Responsibility and Solutions (STARS) are the cornerstones of how we make decisions, how we behave and how we move our business and careers forward. Take a look at what those values are and what they mean to us.



    We start with the customer. We do everything in our power to deliver special service every time.



    We pull together across brands, channels and locations to perform at our very best.



    We challenge the way we do things and explore new ways to excite and to entertain our customers and outshine the competition.



    We understand our responsibility to all our communities. We act with the highest integrity and honesty in everything we do.



    We act positively to get to the heart of problems quickly and find ways to solve them.

    Our strategy

    Our strategy remains focused on driving our digital business and evolving our venues, alongside a seamless cross-channel experience. We took the opportunity to ensure our sustainability objectives were fully embedded in the Group’s strategy and now have two pillars dedicated to our sustainability focus areas of customer, colleagues, communities and the environment. Our five strategic pillars:  

    Find out more about our Strategic pillars