It used to be that when people talked about going out to dinner and a movie it required two stops. Now, however, a new concept in entertainment lets consumers get their big screen entertainment and a meal at the same time.
According a report by The Dallas Morning News, chains such as Movie Tavern, Gold Class Cinemas, Movie Grill and Alamo Drafthouse are offering consumers quick casual types of menu offerings along with the latest Hollywood releases.
"I think the concept and [our] company have unlimited potential," said John Hersker, president and chief executive of Movie Tavern (Movies Never Tasted So Good). "We're comfortable that there are competitors. We take it as a sign of the health and viability of the concept. We think there's room for everybody."
Cinema eateries currently represent only about one percent of all movie theaters, but the concept is growing.
Patrick Corcoran, director of media and research for the National Association of Theatre Owners, told The Dallas Morning News, "A lot of different companies ... are entering this space."
The newest operator in the Texas market is an import from Australia. Gold Class Cinemas, which bills itself as "the ultimate movie experience," has six facilities operating in Texas.
The company operates by free membership. About 17,000 people in North Texas became members the first six weeks Gold Class was open for business. With membership and $17.50, consumers get a reserved spot for a show in a comfy recliner with tray tables and a storage bin. Non-members pay $29 for entry on a space-available basis. Entrees at Gold Coast range from $11 to $19.
Movie Tavern's Hersker thinks the concept is price competitive with the traditional movie theater experience. "If you measure total costs -- restaurant, theater, concessions -- against what people are paying at Movie Tavern, it's ... comparable to what you would have spent if you'd gone to that casual dining restaurant first," he told The Dallas Morning News.
Discussion Questions: Do you see cinema eateries having a big future in the U.S.? Which, if any, casual dining chains would you recommend get into this space?