Case Study: AMC Theatres achieves actionable guest insights for its new dine-in theatre concept with Service Management Group (SMG)

AMC Theatres - Customer Case Study

AMC Theatres, a long-time client of Service Management Group (SMG), rolled out a new dine-in theatre concept that required full renovations, kitchens and a redesigned guest satisfaction survey. Because the experience is a hybrid of restaurant and entertainment, AMC needed help identifying the survey questions that would yield actionable insights, so SMG was engaged to conduct a targeted panel study.

SMG ran an online panel of nearly 2,000 respondents within 10 miles of AMC or competitive dine-in locations (37% had experienced dine-in theatres, 55% were interested, 8% were not) using both multiple-choice and open-ended questions. The study found guests view dine-in theatres primarily as a restaurant—six of the top nine importance factors centered on food—and highlighted Food, Price and Value (only 3% of the uninterested group regarded dine-in as “a great value”) as critical priorities. SMG’s findings directly shaped AMC’s guest survey content and gave AMC a measurable roadmap to focus on food quality and pricing to drive adoption.

AMC Theatres