Kidzania - a hit!
After months of observation, Kidzania in Jakarta turns out to be a real hit. With a daily quota for entrance of around 3000 allocated over 3 time slots (I think), it seems to be operating at full capacity most of the time (as also testified by the fully-booked experience for my daughter a couple of times). Although it is still fresh, Kidzania's success will be a triumph of not just its business model, but of the convention of lively role-play and interaction for kids to have fun and learn about the world. Virtual games are not always preferred - good news for theme parks!
In fact, it appears from Kidzania's underdeveloped website that it doesn't have much to assert in the virtual world, that what it offers can indeed only be experienced and appreciated in its brick-and-mortar form.
Or perhaps, despite its success, Kidzania's earning potential is obviously limited - which is readily deduced from its maximum daily capacity for sales (at around US$15 per head, plus the customers' spending on food and beverage). A sophisticated website is not going to add much value for the business model. It doesn't need too engaging a virtual content to cannibalize the real-life experience it has to offer after all (unlike, say, Disney, where there is a whole heritage and culture to promote, and endless media content to entertain). Given the physical capacity, therefore, growth can only come from developing new sites. But it is not going to be easy in a high-rental environment, nor is it viable to be operating in low-rental but too remote locations. That probably explains its franchise model for worldwide expansion.
Whatever its business model is, I am simply pleased that my daughter enjoyed the experience there and even made her presence at its newsletter, where she was quoted as saying: "the pilot's job is to drive a plane and the air steward's job is to demonstrate safety demo."
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