HOSPITALITY h Regal Entertainment Group Creating the Magic Regal Entertainment Group provides the ultimate movie-going experience with enhanced food and drink and innovative technology. By Janice Hoppe-Spiers company profile Regal Entertainment Group www.regmovies.com Headquarters: Knoxville, Tenn. Specialty: Multiplex theaters John Curry, senior vice president of food service and Cinebarre: “Regal’s concessions are an integral part of the exceptional movie-going experience we provide our guests.” he movie theatre is one of the few places left to es- cape reality, get away from the distractions of life and Tfully immerse yourself in the enter- tainment experience. Smartphones are tucked away, allowing friends and family to enjoy the magic of the mov- ies together while they laugh, cry or sit on the edge of their seats watching the latest box office hit. Regal Cinemas provide a perfect haven for guests to enjoy this kind of getaway. The leading motion pic- ture exhibitor is based in Knoxville, Tenn., owning and operating one of the largest theater circuits in the Unit- ed States. Two key components of an individual theater’s magic are hospi- tality and state-of-the-art technology. “To me, what we do is about hos- pitality, giving guests a warm wel- come and ensuring an unmatched movie-going experience,” says John Curry, senior vice president of food service and Cinebarre. “Our teams have a genuine desire to provide an unforgettable movie-going experi- ence for our guests. “When people want to spend a >> Regal’s new food and beverage offerings include gourmet burgers, brew pub pretzel sticks and stonefire flatbread pizzas. couple hours of their time with us – 20 food & drink international • summer 2017 • www.fooddrink-magazine.com Regal Entertainment Group Movie theater magic begins long before the lights dim to start the show, which is why Regal Entertainment Group aims to exceed guests’ expectations. << we know their time is precious and we ers can thrive. Regal’s dedication to its assist those who truly lost everything,” must deliver!” team shows that the organization is in- he says. “Mobilizing the Cinebarre food Curry recognizes that movie theater vested in bettering lives both inside and trailer gave us an extremely important magic begins long before the lights dim outside the theatre. opportunity to help take care of our to start the show. From buying a ticket East Tennessee neighbors.” via the Regal mobile app or at regmov- Making a Difference ies.com to choosing from a wide array Regal’s desire to make a difference Innovation and Technology of scrumptious snacks at the brightly-lit goes beyond providing movie magic in Regal’s innovation creates the ultimate concession stand, Regal aims to exceed theaters. Established in 2003, the Regal movie-going experience for guests with guest expectations. Foundation is dedicated to supporting immersive experiences like IMAX and national and local philanthropic groups. RPX theaters. With large screens and Great Place to Work Curry is also a member of the Regal unbeatable surround sound, Regal’s Regal’s passion for excellence begins Foundation Board. partnership with IMAX fully immerses with its team members. Regal is rec- Curry’s exemplary leadership and viewers in their favorite films. ognized by the Great Place to Work attention to the community were ev- Regal Premium Experience (RPX) Institute for providing an exceptional ident when wildfires struck Sevier theaters feature a custom-built pre- environment for team members. County, Tenn., in 2016. His food ser- mium environment featuring elegant The company ranks over 90 percent vice team rallied to mobilize the Cine- and luxurious seats, a giant immersive in the categories of great atmosphere, barre food trailer and paired with Red screen illuminated by high-quality dig- great communication and great boss- Cross to aid those affected by the fires ital projectors and a state-of-the-art es with an emphasis on keeping team by providing hot meals to those dis- sound system for movie fans. Regal’s members focused while maintaining a placed and the volunteers. most recent RPX openings include the fun, energetic atmosphere where work- “It was about using our resources to Regal Crossroads 14 theater in Utah food & drink international • summer 2017 • www.fooddrink-magazine.com 21 HOSPITALITY h Regal Entertainment and the Independence Plaza 12 theater in New Jersey. IMAX and RPX are two of many technological innovations that Re- gal offers to guests nationwide. One of the most well-known theater updates includes luxury seating, perfect for guests who want to kick back and relax. Select theaters boast “Regal King-Size Recliners” that are comfortable, spacious, adjustable to multiple positions and include a padded footrest. Guests can lounge while enjoying delicious concessions with an experience that brings all the comfort of home to Regal theaters. “Guests are raving about our new recliners,” says Ken Thewes, chief marketing officer. “The added comfort invites guests to enjoy spaciousness and luxury while they watch their favorite films.” Along with recliners, Regal is treating guests to reserved seating options. In many locations they can enjoy the luxury of arriving at their convenience, knowing that they can kick back >> With the Regal Crown Club, loyal guests are rewarded with a variety of perks, such as free popcorn and movie tickets. and relax in their favorite seats at their local Regal Cinema. Regal focuses on providing unsurpassed customer service continually expands its technological capabilities to further through its award-winning mobile app, making movie-go- evolve the movie-going process. ing convenient and stress-free for guests. The organization Regal understands that its guests lead active lives and that their time is valuable. For this reason, loyal guests are reward- ed for seeing their favorite films in theaters by signing up for the free Regal Crown Club program. Earning credits redeem- able for popcorn, movie tickets, movie swag and giveaways, this unique rewards program offers incentives for guests on- the-go to enjoy rewards week after week, both in theaters and through the online Reward Center. Leading by Example Curry started his career at Regal in 1991 and says that’s when he fell in love with the movie business. In high school, Curry held several positions as a Regal employee in Nashville. In Nashville, Curry met his mentor, Leon Hurst, who taught him about the movie industry from an operations standpoint. 22 food & drink international • summer 2017 • www.fooddrink-magazine.com Regal Entertainment Group his team through mutual respect and concessions. It is serving movie clas- hard work. sics like popcorn and Coca-Cola, as At age 23, Curry became the director well as enhanced menus that include of food services at Regal Entertainment new favorites like brew pub pretzel Group. In 2002, he was promoted to sticks, stonefire flatbread pizzas and vice president of food services and in gourmet burgers. Additionally, guests 2014, accepted his current position. can choose from a wide assortment of “I started on the ground floor and food and beverage offerings. began opening theatres, managing my Regal’s aim is to keep movie lovers own location and ultimately became a coming back to enjoy the always ex- district manager,” Curry remembers. panding food and drink menu, as well “I worked my way into the foodservice as seasonal offerings. The company department, becoming the director, then vice president and a few years Gehl Foods is a proud supplier to Regal Cinemas. For more than a decade, this partnership has provided ago was promoted to senior vice pres- thousands of movie-goers across the nation with classic ident – it’s been a wonderful and excit- cheese-covered concessions like nachos, hot dogs and pretzels. With easy-to-use and easy-to-clean dispensers Hurst showed Curry that a good manag- ing journey!” and on-trend cheese sauce flavors, together we’re er leads by example and is always will- enhancing the movie-going experience one menu at a time. We’d like to congratulate Regal Cinemas on their ing to do the same work that he asks of Food and Beverage Role recent menu expansions. Consumers love Gehl’s Ooey his team. Curry’s management reflects In addition to new seating options, Re- Gooey Cheese Sauce and they’d like to have it on a larger variety of offerings. Let us know how we can help those values with a focus on motivating gal focuses on providing the ultimate in you inspire your menu. food & drink international • summer 2017 • www.fooddrink-magazine.com 23 HOSPITALITY h Regal Entertainment Group features several limited time offers A New Experience in food and drink, such as the King of As the concession guru, Curry is al- Memphis Burger with bacon and ba- ways searching for new ways to sur- nana peanut butter mayo and BBQ Lava prise and delight guests, creating an Street Tacos with fiery pulled pork, av- unmatched theater experience. This ocados, and cool sour cream. year, Curry and his team are adding a Regal also works with mixologists touch of theater magic to family movie to create specialty cocktails and part- nights by introducing a new line of mi- ners with vineyards and wineries to crowavable popcorn. bring higher-end wines to the beverage Hitting retail shelves in May, Regal menu to select markets. Cocktails and fans can now enjoy the concession craft beer are unique offerings that can classic anywhere. Regal partnered with be paired with featured local items or Dollar General to stock its product na- complement national favorites. tionwide this summer and the micro- Last year, Regal hired a corporate wave popcorn is also available in most chef to provide his expertise and help Regal theaters.