Theater Dining - Food and Drink International

Transcription

T H E AT E R S P E C I A L S E C T I O N
>> Frequent moviegoers are a small minority of the population, but account for the majority of ticket sales in the United States.
Enjoy the Show
M
uch has been said of the challenges the movie business faces
today in attracting patrons against so much competition from
other entertainment sources, from the Internet to big-screen televisions. But that doesn’t mean movie theaters can’t still pack
their seats, particularly when a blockbuster like “The Avengers”
has audiences buzzing.
And, don’t forget, this is an industry that has been erroneously written off for
decades – ever since Americans began purchasing their first TV sets in the 1940s,
in fact. But the storyline has twisted in ways the
naysayers could not have foreseen, with
today’s digital and 3-D technologies and plush
multiplexes enticing audiences to spend their
116
120
hard-earned dollars. And, of course,
big stars and good stories still draw in
people who like to be part of a theater
audience, enjoying a movie on a big
screen with their favorite snacks.
Here are some factoids about the
movie theater industry you might enjoy
before our main features. In the meantime, please make sure all mobile
devices are silenced and, if you have
candy, please open it now.
• U.S. and Canadian box office grosses totaled $10.58 billion and admissions exceeded 1.3 billion in 2010,
a continuation of a 40-year upward
trend in box office sales and admissions.
• The United States boasted 38,605
indoor and 628 outdoor screens in
late 2009, the most recent year for
which industry data is available.
• Studios released six 3-D motion
pictures in 2007. Three years later,
the number of releases had more
than quadrupled.
• Frequent moviegoers – who see at
least one movie in a theater per
month – are about 11 percent of the
population, but account for more
than 50 percent of ticket sales. More
than two-thirds of Americans go to
the movies at least once a year.
• Customers between the ages of 12
and 39 are most likely to be frequent moviegoers. The audience
members most likely to see shows
often are 25 to 39 years old.
• Each year, more people go to
movie theaters than attend theme
parks and major league sports
games combined.
• Among older audiences, women
are slightly more likely to be frequent moviegoers.
Sources: National Association of Theatre Owners and
Motion Picture Association of America
> 124 Frank Entertainment Co. > 126 MJR Digital Cinemas > 128 UltraStar Cinemas
> 130 Premiere Cinema Corp.
122 food and drink • spring 2012 • www.fooddrink-magazine.com
>> Frank Entertainment operates 27 movie theaters with more than 200 screens, and many of its locations include additional features, such as bowling alleys and restaurants.
Food and Fun
Since he managed concessions as a child at his family’s drive-in theater, food and entertainment
have been paired in Bruce Frank’s career. By Russ Gager
I
f you think texting by a fellow guest in a movie theater is distracting,
imagine how annoying it is listening to clattering knives on china as he or
she cuts into a filet. This is not the Frank Entertainment experience.
“I personally am not a fan of somebody having dinner next to me when
I’m watching a movie,” Frank Entertainment Co. President and CEO Bruce
Frank remarks. “I’m still a popcorn guy. It hasn’t been something I choose to do,
but there are companies out there that are doing the
company profile
movie taverns. That has become popular in markets
Frank Entertainment Co.
where there are a lot of college kids or families.”
www.frankfun.com
Frank Entertainment differs with these companies in
Headquarters: Jupiter, Fla.
Employees: 1,150
where food should be consumed.
Specialty: Real-estate-based
“We love the idea of food being available at the same
entertainment
Bruce Frank, president and CEO:
facility, but we do it through our Cine Grille, which is to
“You just have to listen to people,
have a restaurant within the facility,” Frank explains.
listen to what they want to do.”
“We’d much rather have a lounge and do small plates or
tapas, or have a restaurant that is fullservice casual American dining. That’s
our focus right now.”
This does not mean that Frank
Theatres guests go hungry while
watching movies. The company offers
wine and beer to guests 21 and over
with a wide selection of small bites,
such as pretzels, popcorn, cotton
candy, coffee, cappuccinos, lattes and
frozen yogurt. “I’m not looking for you
to sit down in the theater and have a
steak dinner – that’s not us,” Frank
insists. “That doesn’t mean it won’t be
successful – it’s [just] not who we are.”
Frank says. “Some will be martini bars
and sushi, some will be barbeque pits,
and all the places have coal-fired brick
oven pizza. So we’re doing a lot of different things with food and the dining
experience at the theater.”
Frank characterizes the cuisine at his
facilities as nouveau American. “Our
philosophy is whatever we put in there,
it has to be the best,” Frank emphasizes.
“We’re trying to keep coming up with
ideas, and the nice part is – not being
corporate – to hear everybody’s ideas
and take a shot, and trying them is a
huge advantage.”
Dream, Dream, Dream
Alternatives Offered
Movies are just one of the entertainment
options offered at Frank Entertainment
properties. An upscale bowling experience is combined with dining in the
company’s Revolutions concept. Frank
Entertainment also operates Superplay
U.S.A., a 70,000-square-foot family
playground in Port St. Lucie, Fla. It
houses 48 computerized bowling lanes,
miniature golf, laser tag, batting cages, a
giant arcade, a 6,000-square-foot
restaurant and an ice cream parlor.
Cine Grille and Bowl combines 12
movie screens – two of which are largeformat, IMAX-style screens – with 16 to
24 lanes of bowling and a 125-seat
restaurant. The company has 27 theaters in New Jersey, Pennsylvania,
West Virginia, North Carolina, South
Carolina, Georgia and Florida.
“We want to be sensitive to each
market, to the food that’s sold there,”
Where does Frank Entertainment get its
ideas? “I don’t sleep a lot – I dream a
lot,” Frank jokes. “That is both funny
and true. I think we are trendsetters –
when we did a stadium theater in 1986,
others weren’t building them. How do
we do it? I watch what people do – it’s
observation. It’s thinking a little bit
ahead. It’s not out of the box or in the
box – it’s watching what people do,
what people need, and they need to
recreate. You just have to listen to people, listen to what they want to do.”
Frank’s management philosophy is to
be open to ideas from any employee. “I
guess it’s listening to everybody’s ideas,”
he stresses. “I don’t discount anybody’s
opinion. We have a nice home office of
about 20 people, and we all listen to each
other. Nobody’s ideas are ridiculous –
everybody’s idea has merit.”
To manage his geographically farflung empire, he delegates authority to
regional managers, who supervise up to
10 locations. “They do have an autonomy – if I put them in that position of
authority, I have to trust that they will do
what’s best for the company,” Frank
stresses. “So we use centralized management for corporate decisions, but
decentralized and regional decisions
can be made by a divisional manager.
“That’s the same philosophy of don’t
discount or dismiss anybody’s ideas,” he
continues. “You never know where the
next great idea is coming from or who. It
can be that kid who may be an usher at
the theater, he may be the guy who has
the next great idea. You have to keep
your ears open and listen to everybody
– you never know what they’re thinking.”
Bowling Them Over
People can sit at home and watch television over TV dinners, but they always
crave out-of-home experiences, Frank
insists. “I can combine the entertainment and recreation, I can find a way to
make that an added value for the
guests,” he points out. “It’s still cheaper
to go to the movies than do anything else
for an out-of-home experience.”
Frank is combining dining and bowling because of its retro popularity.
“Bowling is the fastest-growing sport in
the U.S.,” he maintains.
Industry Icon
Samuel Frank founded the family
owned and managed business in 1906
in Philadelphia and New Jersey with
nickelodeons. His son Al – Frank’s
father – eventually took over the business and brought Frank along. “I’ve
been working in the theaters since I was
five years old,” Frank remembers.
In 2004, the company expanded to
Florida. It now operates in eight states
and has signed to do projects in two
additional states. The company is
unusual in that it owns most of its locations – even the land the old drive-in
was on is still family owned.
For mentors, Frank lists his father. “He
was my great mentor – he was just a
wonderfully brilliant, tremendously theatrical, brilliant marketer, and a savvy,
conservative, low-key businessman,”
Frank says. “He was awesome.”
CONTINENTAL CONCESSIONS CCSI continues to
enjoy a longstanding distribution partnership with
Frank Theatres. Bruce and Debbie Frank truly have
the theater exhibition business in their blood. They
are the third generation of Franks to lead the chain
in its 100-plus years of existence. From their start as
a small, New Jersey exhibitor to today’s circuit of
over 250 screens, Frank Theatres continues to
stress the importance of the movie-going experience for their customers.We are thrilled to continue
to service the Frank Theatres chain, and are proud
to call Bruce, Debbie and their teams, our partners.
food and drink • spring 2012 • www.fooddrink-magazine.com
125
Full Experience
Michigan-based MJR Digital Cinemas has kept the movies rolling and the popcorn
popping for the last 30 years. By Jamie Morgan
company profile
MJR Digital Cinemas
www.mjrtheatres.com
Headquarters: Oak Park, Mich.
Employees: 500
Specialty: Movie theaters
Dennis Redmer, vice president of
operations: “We want people to
feel they are getting great value for
their money.”
>> MJR Digital Cinema says it specializes in giving moviegoers a full theater experience, from concessions to picture quality.
S
ight and sound aren’t the only senses engaged in a movie theater. Yes,
the big screen and even bigger sound are the draw, but the items engaging the moviegoer’s sense of taste and smell are just as key to the experience and play a major role in a theater’s success. Dennis Redmer, vice
president of operations at MJR Digital Cinema, explains that even
though the movie is what brings people through the doors, the concession stand
plays a large part in keeping the doors open.
“We could never survive without concessions,” Redmer says. “But our product
is still sound and picture and there is no
doubt about that.”
With nine Michigan-based theaters,
the locally owned and operated MJR
has been providing family fun weekends through sight and sound for the
past 30 years. Its current oldest location, Adrian Digital Cinema 10 in
Adrian, Mich., opened in 1990. Its second-oldest theater opened in 1995, and
since then MJR has opened one new
theater every two to four years.
The entertainment company opened
its newest theater, Westland Grand
Digital Cinema 16 in Westland, Mich.,
last November. The 16-screen theater
is a state-of-the-art cinema using DLP
technology, the standard in digitized
movies and the format used in all MJR
theaters. Redmer says the standalone
facility brings a new entertainment
option to an overlooked area.
“There are a lot of people living in
Westland, but there are not a lot of theaters here,” Redmer says. “We felt that
this was an underserved area and the
theater so far is doing very well. We are
happy with the progress.”
Supporting Roles
Like all of MJR’s theaters, the Westland
location will offer the total moviegoing
experience with sight, sound, taste and
smell all rolled into one. For popcorn,
which Redmer says is the staple movie
theater food, the company works with
Indiana-based Weaver Popcorn Co.
The 84-year-old company has spent the
last eight decades continuously perfecting its popcorn kernel-producing
process to come up with the industry
standard that results in higher yields
and less breakage.
Part and parcel to the savory popcorn, Redmer says, is the sweet pop
that washes it down, which is why MJR
offers discounted combinations of the
two and free refills on both. Its longstanding beverage vendor, PepsiCo, has
supplied MJR with drinks and sodas
since MJR screened its first movie.
Redmer explains the company’s quality
and consistency has led to more of a
partnership rather than a typical vendor/customer relationship.
“We have been with Pepsi for as long
as I’ve been here,” says Redmer, who
has been with MJR for 22 years. “They
are like our partners and a huge part of
our business. We are always looking for
good quality and someone who is willing to work with us and continue to provide us with good service. We definitely have that with them.”
The reason that MJR seeks quality
food vendors is because that’s what
they’re customers are looking for, as
well. Whether it’s pizza from Chicagobased Connie’s, hotdogs from
Eisenberg Sausage Co., nachos from
Rico Cheese, candy from Nestle Kraft
and MM Mars, and pretzels and frozen
snacks from J&J Snack Foods Corp.,
MJR seeks top-notch vendors at fair
prices. Because it operates in the hardhit auto industry area, Redmer explains
that it’s even more important that their
customers receive a good value for
their money.
“We are really conveying a message
that we want people to feel they are get-
ting great value for their money,”
Redmer says.
“There is nothing like that movie
popcorn, but we also have drinks and
candy and food items such as pizza,
pretzels, hotdogs and nachos. You can
get a light lunch or appetizers. We offer
free refills on all pop and popcorn. You
can refill it for while you are at the theater or take it home. We really project
that you are getting the best bang for
your buck when you come to MJR.”
CONTINENTAL CONCESSIONS CCSI and MJR®
Digital Cinemas have developed a preeminent reputation for servicing the confectionary needs of the
MJR theater customers. MJR patrons will drive that
extra mile to enjoy the superior snacking and viewing experience provided by the theaters – an experience that is a treat in which to participate. We are
exceptionally grateful for our sweet opportunity to
work closely with theatre industry veteran and
MJR’s “go to guy” Dennis Redmer to make certain
MJR patrons enjoy the best and latest confectionary indulgences. CCSI has had the great fortune
of maintaining our relationship with MJR for many
years. We wish them much continued success.
127
Star Treatment
UltraStar Cinemas’ emphasis on diverse, quality food reflects its desire to give guests the
best entertainment experience possible. By Jim Harris
>> UltraStar Cinemas says it believes getting to know its customers and what they want is the single most important thing it does, and it has strived to meet their needs.
U
ltraStar Cinemas offers more than a night at the movies. The Vista,
Calif.-based theater chain strives to give its moviegoers a full entertainment experience complete with exemplary customer service
and, in particular, high-quality food.
The company’s UltraLuxe theaters in Scottsdale, Ariz., and
Anaheim, Calif., offer filmgoers more than popcorn, nachos and candy. “We provide the next step in theater food evolution,” Vice
company profile
President of Food and Beverage Kevin Stengel says.
UltraStar Cinemas
“We’ve taken movie concession fare and moved beyond
ultrastarmovies.com
what people expect into paninis, salads, quesadilla
HQ: Vista, Calif.
Employees: 450
plates, hummus and expanded children’s options.”
Specialty: Entertainment
UltraLuxe theaters feature full kitchens and sit-down
Kevin Stengel, vice president:
“Connecting on a personal basis
cafeterias as well as beer and wine service. Patrons can
with our guests is the single most
order food and drinks directly inside of their theater
important thing we can do.”
using a call button, and be served at their seats.
“These theaters really stand out, so
we want them to offer food items that
are more unique,” Stengel adds. “We’re
always trying to add new offerings and
things you wouldn’t normally get in a
movie theater.” UltraStar is developing
new menu items including salmon
wraps, paninis and salads; buffalo
burgers; and gelato. All food is prepared fresh in-house.
In addition to offering menu variety,
the company also puts its own twist on
theater concession standards. “We
believe in continually keeping our
menu fresh and appealing,” Stengel
says, noting that UltraStar makes its
own dressing and sauces in-house.
“We’re always either seeking new items
or finding ways to make old items fresh.
Everyone has a burger or a grilled
cheese, but we’re always looking for
ways to make what we offer different
from everybody else.”
The company conducts a two-stage
testing process on all new menu items.
A blind tasting first takes place in
UltraStar’s test kitchen, followed by a
similar tasting on a theater site. From
there, items are brought to the public
for 30 days, with responses gathered
and considered before final decisions
are made.
An Entertainment Experience
The two UltraLuxe theaters are part of
a chain of 13 UltraStar locations in both
California and Arizona. In addition to
the UltraLuxe theaters and standard
first-run theaters, the company also
operates Play It Again, a second-run
theater in Chula Vista, Calif., with discounted prices and self-service popcorn and soft drinks.
Later this year, UltraStar will open its
third UltraLuxe location in Maricopa,
Ariz., which will take the company’s
luxury theater and entertainment experience even further. The theater complex, set to open in mid-November, will
feature 12 screens. Each screen will
feature two levels of seating – the bottom portion will be open to all ages,
while the top portion, dubbed
“StarClass,” will be open to ages 21 and
older and feature full bar service as
well as in-seat service.
In addition to the 12-screen theater,
the complex will also feature a 24-lane
bowling alley, a restaurant, a bar, an
arcade, a laser tag arena and a rockclimbing wall. Two full kitchens will
serve the building.
The Personal Touch
UltraStar’s guests can expect a positive
experience their entire time there.
“What really distinguishes us is customer service. We believe if you can’t
>> Along with the movie screens, UltraStar’s theaters include features such as a full bar, rock climbing walls and bowling alleys.
take care of the people walking through
the door you will fail, and they won’t
come back,” Stengel says.
“The experience is more than just the
food – it’s everything you encounter
from the moment you walk in to the
moment you leave,” he continues.
The company emphasizes training of
theater managers, who in turn oversee
the development of their employees. All
managers and employees are trained to
adhere to the “10-person rule,” where
every guest in the theater or restaurant
has personal contact with an employee
a minimum of 10 times.
“It’s important for us to get to know
our customers,” Stengel adds, saying
the company considers this its true
objective. “Connecting on a personal
basis with our guests is the single most
important thing we can do.”
CONTINENTAL CONCESSIONS CCSI has been
servicing Ultra Star Cinemas for more than eight
years, and is proud to continue to supply all of their
locations with complete concession and janitorial
needs. Allen Grossberg, John Ellison, Kevin Stengel,
and Damon Rubio are longtime CCSI partners who
have developed great teams in the theaters and at
the corporate level. CCSI would like to take this
opportunity to congratulate the entire Ultra Star
team on their new, state-of-the art location in
Maricopa, Arizona opening in November 2012.
129
The Total Package
The folks at Premiere Cinema Corp. love movies, and they make sure guests get great seats and
treats at its distinctive, state-of-the-art locations. By Lori Sichtermann
company profile
Premiere Cinema Corp.
www.pccmovies.com
Employees: 1,200
Headquarters: Big Spring, Texas
Specialty: Independent motion
picture exhibitor
Joel Davis, vice president and
chief operating officer: “Our company builds one of the most creative
and eye-catching cinemas out there.”
A Signature Standard
>> Premiere Cinema Corp. provides guests with state-of-the-art screening technology and top-shelf service.
remiere Cinema Corp. is among the nation’s largest independently
owned motion picture exhibitors. Consisting of 22 screens throughout
Texas, Alabama, Georgia, Florida and New Mexico, Premiere is listed in
the National Association of Theatre Owners Encyclopedia of Exhibition
as one of the top-20 largest cinema companies in North America.
Since Premiere Cinema Corp. began operations in 1985, many factors have led
to its continued growth and success, including valued vendor relationships and a
dedication to the communities it serves. However, Premiere’s commitment to creating the ultimate movie viewing experience has made it a leader in the industry.
“Our company builds one of the most creative and eye-catching cinemas out
there,” notes Joel Davis, vice president and chief operating officer for Premiere
Cinema Corp. “We’ve incorporated the most comfortable chairs into stadium seating, great sound systems that really deliver the true reproduction of the sound
track and a digital picture that is second to none.”
Combining thoughtful design elements and quality environment schemes has
paid off for Premiere Cinema Corp. Add to the mix comfortable seating, quality
refreshments and friendly staff, and the industry has a box office hit.
P
The company’s website invites guests
to come in, relax and be entertained,
“Premiere style.” According to Davis,
the signature Premiere style is quite
unique to theaters today. “We want our
guests to experience great cinema,
right down to their favorite concession
snacks to our comfortable rocking
chairs,” he adds.
Premiere screening theaters are all
equipped with state-of-the-art technology, which enhances the viewing experience. As Davis explains, Premiere is
the first film exhibitor to embrace the
new wave of digital technology by
incorporating it into the architecture of
the facility. The company is responsible
for building the first 300-seat, mezzanine-less digital cinema. Premiere has
four of these revolutionary viewing
rooms, with two located in Alabama,
one in Texas and one in New Mexico.
To achieve this architectural feat,
Premiere redesigned the traditional theater model to place the digital technology more efficiently in one central location. “We’ve showcased the digital cinema into what is known as the Digital
Command Center; where before it was
hidden away in a projection booth
above the head of viewers,” Davis
explains. “Now, it’s located in one area
of the theater.”
Staying ahead of the trends in technology has helped the success of
Premiere. But, as Davis explains, there’s
more to the movie experience than just
watching the movie. “The industry has
changed since we started in 1985,” he
says. “We’ve seen a revolution from stadium seating, to digital sound, to digital
pictures. We are currently seeing the
next wave influenced by our guests asking the industry to change their standard
menus to include larger variety of traditional and non traditional items.”
According to Davis, items like sliders, pizza, fresh-baked cookies and
hand-dipped ice cream are gaining
popularity as standard movie fare. The
beverage menu also is expanding to
include more varieties of soft drinks,
frozen beverages, wine and beer.
“Premiere is closely watching market
trends,” Davis explains. “For example,
we’re currently working with one of our
partners to develop a low-calorie snack
pack option, which is revolutionary in
movie refreshments.”
Strong Ties
State-of-the-art viewing capabilities,
spectacular sound systems and delectable refreshments are all part of the
Premiere Cinema Corp. total package.
However, the final piece of that package
– and arguably the most important
piece – is the company’s friendly and
dedicated staff. “Our goal is to give our
guests a truly great experience with
exceptional service,” Davis says.
The company also promotes the
development of relationships outside of
the theater doors. For years, Premiere
has encouraged employees to become
fully immersed in their communities.
“Our employees get involved in
everything from summer reading programs at the local library to blood drives
to working at the local food pantry,”
Davis says. “It’s a tremendously rewarding experience to know we’ve helped
people in need within our communities.”
As Davis explains, the move toward
building lasting relationships with
guests, employees and vendors is all
part of the Premiere Cinema Corp. mission statement: “Do everything possible
to make the movie-going experience
fun and enjoyable by taking care of
every guest personally.”
VISTAR, A PFG COMPANY Vistar, a PFG company, is proud to be the exclusive concession supplier to Premiere Cinema Group. Premiere has earned
a spot as a leader in concession sales per patron by
offering the best available products, including:
Orville Redenbacher’s Popcorn, Coca-Cola products and the leading candy brands. Vistar provides
all these products to Premiere and to approximately 80% of the movie theatres in the U.S.A.
Premiere takes a place among industry leaders
with the introduction of an expanded menu in its
newest theatre. Premiere’s foodservice needs for
this new location will be provided by Performance
Foodservice, another PFG company.
131

Theater Dining - Food and Drink International

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