What Makes Moviegoers Spend More at the Concession Stand?
The latest film may get guests to the theater, but once they're there, it's time for the concession stand to work its magic. The smell of freshly popped popcorn, the sight of an eye-catching snack display, and the excitement of choosing a favorite food and beverage all contribute to the moviegoing experience.
According to the Fandango Moviegoing Trends & Insights Report 2024, 96% of general ticket buyers surveyed said they purchased concessions. Clearly, concessions remain a fundamental part of going to the movies. But how can theaters encourage customers to spend more without relying solely on higher prices or expanded menus? The answer lies in an approach that eliminates friction, adds value, and makes it easier to say yes to one more item.
How Can Movie Theaters Increase Concession Sales?
Movie theaters can increase concession sales by focusing on key factors:
- Making popular snacks easy to purchase
- Introducing new menu options
- Improving food visibility
- Reducing wait times
- Encouraging add-on purchases
Together, these strategies can help increase average transaction values, encourage impulse purchases, and improve the overall moviegoing experience.
1. Make the Favorites Easy to Buy
What are your three best-selling concession items? For most theaters, it is typically a combination of popcorn, beverages, and candy. They are familiar, expected, and part of what customers plan for when visiting the cinema. Make sure these core products deliver the best possible experience.
Fresh, high-quality popcorn, well-stocked candy displays, and an efficient purchasing process help to ensure customer satisfaction. Even small obstacles can discourage purchases, particularly when customers are trying to make it to their seats before the movie starts.
Try This at Your Theater: Ask someone unfamiliar with your concession menu to place a mock order. Can they quickly identify available products, sizes, and prices? If they hesitate or have questions, look for opportunities to simplify your signage and ordering process.
2. Give Moviegoers Something New to Discover
According to the Fandango study, 55% of surveyed moviegoers said they enjoy experimenting with new concession items. This suggests an opportunity for fresh flavors, specialty snacks, and limited-time offerings.
Some ideas include:
- Gourmet popcorn – Introduce popular flavors such as caramel corn and cheese corn. Or add a signature flavor to tie into a new release.
- Expanded hot foods – Give a traditional snack an upgrade like loaded nachos or a gourmet hot dog.
- Premium beverages – Offer frozen beverages in multiple flavors, even make layered frozen drinks.
- Specialty sweets – Cotton candy, churros, or fudge are indulgent treats customers enjoy.
- Limited-time offerings – Create excitement around seasonal flavors, movie-themed treats, or special promotions.
- Shareable snacks – Consider snack flights, sweet-and-salty assortments, or combos designed for groups.
New products create promotional opportunities. Feature an item on digital menu boards, introduce a limited-time combo, or highlight a specialty flavor tied to a major movie release.
Try This at Your Theater: On a monthly basis, test rotating specialty popcorn flavors to help gauge customer interest. Track sales and customer feedback to determine whether it deserves a permanent place on your menu.
3. Put the Food on Display
It’s one thing to read “fresh popcorn” on a menu. It’s another to see a display filled with warm, freshly popped popcorn. An appealing food display can capture attention, stimulate cravings, and turn an unplanned snack into an impulse purchase.
To improve product visibility and encourage impulse purchases:
- Position popular products in highly visible locations and use illuminated merchandising displays to showcase popcorn and hot foods.
- Keep displays stocked, clean, and visually appealing throughout the day.
- Place grab-and-go snacks in convenient, high-traffic locations.
- Use signage and digital menu boards to draw attention to specialty products and promotions.
Equipment can play an important role. For example, Gold Medal’s Dual Zone Elite Merchandiser is designed with two independently controlled temperature zones for displaying a variety of foods including popcorn, pizza, and other hot items. Large glass doors allow for maximum visual impact, helping operators to make better use of their merchandising space.
Try This at Your Theater: Walk through your lobby as if you’re a customer. What food catches your attention? What products are difficult to see? Grab-and-go items should be showcased in visible locations. Experiment with product placement and compare sales to see if increased visibility makes a difference.
4. Don’t Let the Line Change Their Mind
A customer may want popcorn, but a long line could make them reconsider. When showtime is approaching, even a few extra minutes can influence whether someone stops for concessions or heads straight to their seat. Keeping lines moving isn't just about improving service. It's about capturing sales that might otherwise be lost.
Evaluate what happens during peak periods. Where do lines form? Which items take the longest to prepare? How is the workflow functioning?
To keep lines moving:
- Prepare for peak demand by using high-capacity popcorn equipment and staging cabinets to keep popular products ready during busy periods.
- Streamline operations with simplified menu boards and organized equipment and supplies.
- Offer alternative service options like grab-and-go products and self-serve popcorn to provide convenient ways for customers to access their favorites.
Self-serve popcorn equipment, like Gold Medal’s ReadyPop® and ReadyServe® machines, serve a dual purpose. It reduces labor for staff and creates an interactive experience for the customer.
Offering multiple ways to purchase concessions, from traditional counter service to self-serve and grab-and-go options, gives moviegoers greater flexibility while helping theaters manage busy periods.
Try This at Your Theater: Observe a busy showtime and identify your biggest bottleneck. Test practical solutions like preparing more popcorn ahead of the rush, reorganizing frequently used supplies, or introducing grab-and-go options.
5. Make Adding One More Item Easy
Once customers reach the concession stand, how can you encourage them to add another item to their order? Strategic add-ons, combos, and upgrades should be naturally integrated into the menu.
- Create appealing combos. Pair popular snacks and beverages into convenient packages, such as a date-night combo with two drinks and a large popcorn.
- Offer easy upgrades. Provide multiple portion sizes and clearly communicate the value of larger or shareable options.
- Promote complementary products. Offer a specially priced frozen beverage with popcorn or a small serving of caramel corn as an add-on.
- Make suggestions part of the ordering process. Train employees to offer relevant combos, upgrades, and specialty items.
Successful upselling isn’t about pushing customers to spend more. It’s about offering choices that enhance their moviegoing experience.
Try This at Your Theater: Create a shareable snack experience, such as a three-flavor popcorn sampler or a pretzel bite bucket with dipping sauces. Track customer interest and average transaction values to see whether the offering encourages larger purchases.
Make the Most of Every Moviegoing Experience
Increasing concession sales doesn't have to mean overhauling your operation. Start with one improvement and measure the results. Introduce a new combo, change the placement of a popular snack, or adjust preparation processes to reduce wait times.
Small changes can make a meaningful difference. By making concessions easier to see, more appealing to purchase, and more convenient to enjoy, theaters can turn customer interest into additional sales.
Every movie ticket represents an opportunity. Make sure your concession stand is ready to make the most of it.
Discover more concession resources: