FEATURE FARE NEW MENU LAUNCH: AMC

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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

• New York Times: To woo young moviegoers, AMC thinks more like McDonald’s

• KC Star: AMC’s Feature Fare menu heads to New York after passing Kansas City’s taste test

• •       Food & Wine: Your Movie Theatre is Going to Look a Little More Like Your Favorite Restaurant 

• Nation’s Restaurant News: AMC Theatres makes food a major attraction

• Nasdaq.com: AMC Revamps Menu To Include More Meal Items

• Stories on broadcast TV news, including pieces on CBS This Morning, CNBC, and Fox News. The story was picked up in large and small markets coast to coast, including New York, Chicago, LA and several hits in Kansas City.

💡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 …”