Studio Movie Grill
The Challenge
Like many companies in March 2020, Studio Movie Grill faced a sudden challenge. COVID-19 forced the closure of their 33 locations across 10 states.
There were no movies, and thus, no ticket sales.
As their Vice President of Marketing, I was challenged with determining how Studio Movie Grill could generate revenue, keep team members employed and still stay top-of-mind with consumers during theater closures.
The Solution
Luckily, Studio Movie Grill had a unique advantage, compared to most other movie exhibitors, in that they offered a complete experience, with custom luxury recliners paired with an American Grill menu, full-service bar and in-theater dining.
The first step was a change in self-perception. With each venue having a full kitchen, we had to convince our executive team to look at each location as a restaurant, not a movie theater.
The second step was to act like a restaurant. I partnered with the executive Operations and Technology leads to activate a partnership with GrubHub and quickly develop food ordering functionality on our mobile app.
The Results
Within a week of theaters closing, we launched our Studio Movie Grill Takeout and Delivery initiative at 11 locations. In addition to enjoying the SMG Culinary experience at home, consumers were treated to 2 free movie passes. It was something no other restaurant could offer, and helped Studio Movie Grill “seed future customers” for when theaters re-opened.
Customers, and the media, loved it.
Long term, it opened an additional revenue stream that could executed at scale across all 33 locations.