Going to the movie theater today is much different than in the past, especially when talking about food options. For many years, movie theater food was limited to basic items like popcorn, candy, and nachos. However, in recent years, theaters have been getting creative with their menu offerings, with some even providing in-house gourmet meals.
The switch to elevated menus has been one of necessity and adaptation. As cinemas compete with numerous other entertainment options, including those patrons who might opt to simply stay at home, movie theater foodservice can be the ultimate differentiator if it's done correctly. As a result, we're becoming accustomed to a more diverse and crave-able menu that will help draw in crowds rather than discourage them.
Making the switch from pre-packaged concessions to hot food dishes can be tricky, but the benefits outweigh any upfront costs. Here are some innovative ways for theater foodservice to keep up with the times.
Cater to Different Palates
Even if a theater doesn't want to install a full kitchen, it can still adapt to changing tastes and demands. For example, offering different types of popcorn (i.e., caramel corn, cheese popcorn, etc.) can give customers more choices without requiring a stovetop or griddle.
Similarly, healthy pre-packaged snacks allow customers to make smarter choices at the theater, ensuring everyone can find something they like. Healthier options can include fruits, vegetables, and even trail mixes.
The reality is operations don't need fully ventilated cooking equipment like stovetops or griddles. Many of those items are now available in ventless options and can even be accommodated on a countertop.
Introduce Unique Signature Items
As movie theater food starts to compete with restaurants, cinemas have to find a competitive edge. It's not enough to just offer basic dishes like burgers and fries. Instead, signature movie theater food options that can't be found elsewhere can add a sense of novelty and exclusivity to the movie theater experience.
Further adding to that novelty is if an operation names its food dishes according to the films that it plays. This is a chance for operators to flex their creative muscles and further separate their offerings from other establishments. For example, serving a Hulk Smash Burger or a plate of Fast and Furious Nachos can seem more appealing than generically-named dishes.
Upgrade Traditional Classics
Although adding gourmet menu items can seem daunting at first, theaters can start by upgrading traditional favorites. After all, customers still enjoy hot dogs, nachos, and pizza, so why not make them more extravagant?
Loaded nachos have become quite a trendy food offering, particularly if the setup looks good enough to post on social media. For example, adding some pulled pork or freshly cooked bacon bits to the mix can add extra layers of flavor.
Similarly, hot dogs can be upgraded by selling various sausage varieties on artisan buns with gourmet toppings. Caramelized onions, southwest salsa, and even organic condiments can make a classic feel fresh and unique.
Accommodate Dietary Restrictions
These days, more establishments are expected to cater to customers' dietary restrictions. For example, offering gluten-free pretzels, dairy-free nachos, or vegan burgers can allow all customers to get what they want. Not only do these menu items make the theater more inclusive, but they can also potentially expand the customer base and drive higher movie theater food sales in the process.
Enhancing the Overall Dining Experience Requires the Equipment to Deliver It.
As cinemas and movie theaters transition to full bars and more diverse menus, the equipment needed to enact those changes is critical to success.
The team at Elevation Nation takes pride in knowing how to create efficiency and profitability in any type of foodservice operation, and we invite you to come to our test kitchen for a personal demo and consultation to help you go beyond the traditional movie theater popcorn. As much as we love the extra butter, we love the extra menu items even more.
Schedule some time to meet with our chefs in our Denver test kitchen:
