Cinema concession stands pop veritable snowdrifts of popcorn that they sell to movie goers at ridiculously high prices. And at that scale of production, there’s bound to be waste. But one movie chain is ‘sending the surplus home’…
“By teaming up with Too Good To Go, we’re giving Canadians a whole new way to enjoy our iconic treats,” Kevin Watts, Executive Vice President, Exhibition, LBE & Film, Cineple said in a news release. “They can pick-up a Surprise Bag of snacks from Cineplex and enjoy it wherever the day takes them – all while ensuring our surplus items are fully enjoyed.”
‘Don’t toss it, sell it!’
Too Good To Go (TGTG) is a food-waste diversion company offering, “a range of solutions to empower the world’s leading food distributors to avoid good food from going to waste.”
In the Cineplex partnership, TGTG will of offering 2 daily ‘Surprise Bags’ of surplus concession stand treats:
- The Popcorn Surprise Bag (a $5.99 up to $18 retail value) will feature Cineplex’s famous, signature ‘movie’ popcorn.
- The Concession Surprise Bag (an $8.99 up to $27 retail value) will consist of a ‘delicious variety mix of fan-favourites’, which may include popcorn, nachos and hot dogs.
Doing the ‘right thing’, at a discount…
TGTG points out that the partnership is a win-win-win…
“We know consumers are increasingly looking for smarter, more flexible ways to enjoy the brands and experiences they already value,” said Chris MacAulay, Vice President of Operations for Too Good To Go North America. “This partnership not only allows Canadians to access their favourite Cineplex […] snacks at a greater value, but it’s another great example of how businesses can meet evolving con-sumer needs while taking meaningful action on food waste.”
How it works
When a snack craving hits, hungry customers can use the TGTG smart phone app to order one or both of the daily Surprise Bags from anywhere, and pick them up at the nearest participating Cineplex theatre. The deal is for takeout, only. Which means it you can’t get order it on the way to the theatre and take it into the movie spaces. Gut that’s not what the concept is about.
Exporting the ‘experience’
Cineplex says, it’s all about having your favourite, genuine movie threatre munchies at home, in front of your flatscreen. Providing another dimension of the real movie theatre experience at home. And that’s something cinephiles could only dream about until now.
My take
I have to wonder how well the theatre-treats Surprise Bag deal will go over with fans. I see a number of drawbacks…
First, you have to physically go to the Cineplex to pick up your goodies. Will that hassle turn off a significant number of potential customers?
Second, it appears not all Cineplexes are participating in the deal. How far would you have to go to pick up your Surprise Bag?
Third, by the time you get your treats home, they’ll be cold. You’ll obviously have to re-heat them, probably in the microwave. But will they still be as good as they were fresh, at the theatre?
Cineplex would be wise to include tried and tested re-heating instructions with their Surprise Bags, if they truly hope to recreate the movie theatre experience for fans at home…
Meanwhile… I’ve never really thought movie theatre popcorn, nachos or hot dogs were anything to write home about. Much less bring home. I’d just as soon make my own…
~ Maggie J.