Amc Theatres Makes Food A Major Attraction

Posted: Apr 12, 2017

FORWARD BY GO-WINE.COM: Innovation and reconceptualization are driving media consumers back to a traditional environment. The movie experience which was rapidly losing traction to the home and mobile movie environment, has reengaged its consumer base by offering a full dining and beverage experience.

Movie theater operator AMC Theatres is undertaking the largest menu revamp in its history, with chicken-and-waffle sandwiches, cheeseburger sliders, pizza and charcuterie plates rolling out to more than 400 locations across the country.

The menu revamp, called AMC Feature Fare, will be introduced over the course of the summer, and is expected to be completed in early fall, the Leawood, Kan.-based company said.

“AMC Feature Fare represents AMC’s first true restaurant-style menu launch in a non-dine-in-theater setting, with a menu selection sure to delight the taste buds,” AMC senior vice president of food and beverage George Patterson said in a press release.

“By incorporating these new menu items together with new marketing, branding and packaging, AMC Feature Fare will feed our guests’ ever increasing hunger for unique and satisfying menu choices to enjoy at AMC.”

Among the new Feature Fare items are:

Soft Pretzel
Bites: Available salted, with cinnamon sugar, with Parmesan garlic topping or with honey Dijon. The bites are served with a cup of cheese or with icing, for the cinnamon-sugar version.
Gourmet Popcorn: 46 ounces of salted caramel or cheese corn. Eighty-five-ounce Variety Buckets also are available with both varieties, or with one of those options and regular popcorn.
Spicy Sriracha Dog: A hot dog topped with fried jalapeños and Sriracha mayonnaise.
Chicken & Waffle sandwich: Fried chicken breast sandwiched between sweet vanilla waffles.
Flatbread pizzas: Available in four cheese, pepperoni, barbecue chicken and buffalo chicken varieties.

AMC is also installing Coca-Cola Freestyle machines at many locations.

Prices for the items have not yet been determined.

The new items will also be introduced at dine-in theaters that have concession stands. The pretzel bites, hot dogs, and four-cheese and pepperoni pizzas will be added at AMC’s approximately 200 AMC Classic locations, which are mostly in smaller markets.

The company also operates 43 full-service dine-in theaters serving sushi rolls, boneless wings, crispy Brussels sprouts, fish and chips, burgers, pizza and more.

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