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FEATURE FARE NEW MENU LAUNCH: AMC

Launch of AMC's Largest Menu Innovation & Revamp in History

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As a Vice President of Marketing for AMC Theatres, I led food & beverage marketing, including Macguffin's bars, Dine-In Theatres marketing and brand strategy over the course of 10+years from 2009-2019.


RESULTS:

✅ Led historic menu redesign initiative, branded Feature Fare, that delivered exceptional ROI and significantly improved guest satisfaction.

Strategic pricing and product mix optimization resonated with high-frequency guests, driving increased check averages and repeat visits.

Achieved double-digit revenue growth in key food segments through coordinated menu innovation and marketing activation, validated by controlled A/B testing.

Brand perception gains included notable improvements in key categories compared to industry peers

✅Featured in national & local media (Nation’s Restaurant News, New York Times, Food & Wine) with over +450 stories

 

💡WHAT: AMC THEATRES® LAUNCHES NEW MENU INNOVATION, FEATURE FARE

  • Feature Fare, AMC’s largest menu revamp in history  - New approach to enhancing menu items and providing unique and unexpected offerings to guests

  • Feature Fare represents AMC’s first true restaurant-style menu launch.

  • Menu innovations be backed by new marketing innovations including all new packaging, redesigned Digital Menu Board with spotlight animation and videos highlighting ingredients.

  • Feature Fare menu highlights include:

    • Chicken & Waffle Sandwiches; Cheeseburger Sliders and Chicken Tenders

    • The Bavarian Legend Pretzel – a 1.5 pound monster of a pretzel

    • Stone-Fired Flatbread Pizzas – Four Cheese, Pepperoni, BBQ Chicken and Buffalo Chicken

  • Pretzel bites – Cinnamon Sugar, Honey Mustard, Parmesan Garlic, Plain, and Salted

  • Premium All-Beef Hot Dogs – Loaded Chili Cheese, Mustard and Kraut, Royal Garden, and Spicy Sriracha

  • Gourmet popcorn in Cheese, Salted Caramel, Cheddar Krunch and Original, with the ability to mix and match flavors

  • Gluten Free Pre-packaged Snacks—Chocolate Covered Pretzel Crisps, Harvest Crisp Snap Peas, Parmesan Whisps and four Sahale nut blends

  • Hillshire Small Plates—Calabrese, Wine-Infused Salame, Italian Salame, Genoa Salame…each comes with toast points and premium sliced cheese

 

💡MARKETING ACTIVATIONS:

·       Develop Branding – Clever “Feature” (as in Movie) + “Fare” (as in Food) “Feature Fare” name combined with unique logo

·       All New Packaging – Premium Vessels & Branded Design

·       National & Regional PR, press junket

·       In-Theater – printed, entry doors, brochures, register toppers, counter mats

·       In-Theater Digital – Preshow Video Trailer, Redesigned Menu Boards

·       Digital: Website, Content Marketing, Push Marketing – Email, Mobile App Feature, Paid/Sponsored advertising

·       Loyalty Member Incentives

·       Influencer Partnerships and social media activations

·       Events, National GM Conference, Vendor/Partner Summits

·       Crew Shirts & Name Tags “My Favorite Is …”


 

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