The confluence of a multi-tasking evolving retail food consumer and retail operator’s drive for top line growth continue to expand the grocerant niche of fresh prepared food. AMC Entertainment Inc which has 380 cinemas worldwide is ramping up food and beverage service in its cinemas, with plans to expand its dine-in theater program to between 40 and 60 of its properties by next year. I’ll quote recent reports.
“The company's dine-in theater concept includes premium dining in the Cinema Suites for a $15 "experience" charge added to a typical $10 movie ticket, or casual dining at Fork & Screen for an added $10 per ticket. The experience charges are deducted from the final food-beverage bill, AMC said.
In addition to the in-theater dining, AMC's food and beverage program includes the bar-lounge MacGuffins — named for a plot device popularized by director Alfred Hitchcock — offering food and drinks for before and after movies.
The just-opened West Orange location has four auditoriums in the premium Cinema Suites option, featuring reserved seating with seat-side service in luxury recliners. The menu includes Bleu Cheese Chips, priced at $8.49; Blackened Salmon, $12.99; and Lobster Ravioli, $17.99. Guests must be 21 or older.
The five Fork & Screen auditoriums are more casual with table-top dining. The menu includes Crab Rangoon Dip, $7.99; Thai Coconut Chicken Tenders, $11.99; and Chocolate Loving Spoon Cake, $6.49. Guests must be 18 or older unless accompanied by a parent or guardian.”
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