BurgerFi expands non-traditional channels with planned movie theater opening

Dive Brief:

BurgerFi International has signed a binding licensing agreement with Apple Cinemas to operate a franchised BurgerFi unit at the Pittsford Plaza Apple Cinemas in Rochester, New York, the company said Thursday.
Moviegoers will be able to order BurgerFi from their seats using QR codes and food will be delivered to their seats. The restaurant also will offer full-service capabilities outside the theater and customers will be able to order delivery via Uber Eats, DoorDash and Grubhub.
This development is part of BurgerFi’s overall strategy to accelerate growth through non-traditional channels, and the company is seeking new development opportunities, CEO Carl Bachmann said in a statement.

Dive Insight:

Non-traditional locations such as movie theaters can help BurgerFi find new customers and grow brand awareness, Bachmann said. The company already has built a robust pipeline of locations in airports. In January, the company opened a location in Newark Liberty Airport and plans to open a second location in Fort Lauderdale-Hollywood International Airport this year, executives said during the company’s Q1 earnings call. The chain also has been in negotiations for locations at other airports for this year and into next year.

These alternative stores could help bolster same-store sales growth, which has struggled in recent quarters. During the second quarter BurgerFi’s systemwide same-store sales were down 10%, said CFO Chris Jones during the company’s Q2 earnings call.

The company plans to open 15 to 20 new restaurants this year, all of which will be franchised, Bachmann said. The chain also expects to open its first co-branded BurgerFi and Anthony’s Coal Fired Pizza this year through a franchise agreement with NDM Hospitality Services in Florida.

Partnering with chains could help movie theaters bolster profitability as well. Many theater chains have struggled to attract guests, with fewer films coming out post-pandemic. Consumers are more willing to wait out a theater run and watch movies at home via streaming services, according to CNBC. About 40% of movie theater revenues come from concessions, and many theater chains are leaning into more upscale food and beverage options, compared to traditional items such as popcorn and soda.