Case Study: Studio Movie Grill boosts F&B revenue and customer intelligence with Vista's Serve

Studio Movie Grill - Customer Case Study

Studio Movie Grill (SMG), a US leader in in-theater dining, needed a way to modernize its food & beverage operations and capture richer customer data without incurring prohibitive hardware costs across its 27 theaters. Already a customer of Vista, SMG sought a partner that could deliver evolving innovation, mobile ordering and cross-platform capabilities to protect and grow its dine‑in cinema model.

Vista responded by extending its Vista F&B portfolio with Serve, a seat‑map‑aware mobile ordering app for waitstaff that integrates with Loyalty, POS and other Vista systems. Deployed to many SMG locations in less than a year, Serve tags orders to individual seats, supports delayed rounds, auto-links loyalty members and feeds customer F&B intelligence back into marketing and programming. The result, Vista says, is smoother service, stronger customer insight and higher spend‑per‑guest (evidenced by targeted programming wins such as Girls Trip), with more SMG theaters converting to the Vista system each month.

Studio Movie Grill

Tearlach Hutcheson

Senior Director of Film