Hoyts expands food offering
Hoyts has partnered with US ice cream company Ben & Jerry’s, opening a store at its Broadway complex.
“Hoyts wholly owns and operates the Scoop Store at Broadway […] We do believe there is potential to expand to other Hoyts Cinemas,” director for commercial and new business Matthew Liebmann told Encore.
The partnership with the Unilever-owned company is part of the exhibitor’s plan to enhance customer experience by expanding its food offering.
“Going to the movies is a fun experience and many of our guests like to treat themselves when they’re there. Ben & Jerry’s fulfils this need,” explained Hoyts’ general manager for food and beverage Matt Ezra.
“Hoyts is catering to our guests’ expanding tastes and demands through the Goulburn Valley range of healthier alternatives, the premium in-cinema menus for La Premiere and Directors Suite, as well as treats such as frozen Coke and a range of candy bar combos.”
“[The partnership] is entirely consistent with Hoyts’ commitment to offering an unsurpassed cinema experience. It is a great addition to our mix [IMAX, Xtremescreen, La Premiere and Directors Suite] and we’re proud they chose Hoyts to be their Australian cinema partner,” added Liebmann.
According to Liebmann, any film with a food focus will lend itself to cross promotions between the Hoyts and Ben & Jerry’s brands.
“We also will use it a s a special bonus for our VIP guests, including members of our Hoyts Rewards loyalty program,” he said.
