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Marking its entry into the in cinema food ordering space, Swiggy Dineout has introduced Order in Cinemas, a feature that allows moviegoers to order food digitally and have it delivered directly to their seats at participating theatres.
The service has debuted in partnership with multiplex chains Cinepolis and Asian Cinemas across multiple screens, creating a new digital touchpoint for cinemas to engage with audiences and enhance the moviegoing experience.
Swiggy Dineout has also partnered with PoS aggregator Impact, owned and operated by UFO Moviez, along with Showbizz, a cinema software solutions provider, to enable PoS aggregation. Integrations with additional PoS aggregators are currently underway.
Built around a four step journey of Scan, Browse, Order and Pay, and Delivery, the feature enables customers to scan a QR code inside the cinema hall, browse the theatre's menu on the Swiggy Dineout app, place an order and receive it at their seat. Moviegoers can also access discounts, along with information on upcoming releases, trailers, posters, booking links, special screenings, events and promotional offers through their mobile devices.
Speaking on the launch, Swapnil Bajpai, CEO, Swiggy Dineout & Scenes said, “Movie-going is an experience built around entertainment, and food continues to be an important part of it. We believe that ordering food should further elevate the movie watching experience for cinema lovers. By removing the need to stand in queues or leave the movie to grab that tub of popcorn, we hope to make the overall cinema experience even more seamless. This first-of-its-kind collaboration not only reflects the growing possibilities in the eating-out landscape, enhances convenience for consumers but also creates new business touchpoints for cineplexes.”
Devang Sampat, Managing Director, Cinepolis India informs, “FOOVIES was built on a premise that our guests do not think of food and movies as two separate decisions. They think of them as one single outing.”
Elaborating on this, Rajesh Mishra, Founder, and MD, UFO Moviez shared “We have already started the integration process, and it will be a very seamless experience for the audience, providing a wider assortment and availability of food on the seat itself.”
Jyesth Narang, Executive Director, Asian Cinemas chimed in “We have integrated the Swiggy Dineout feature and it's getting a great response. Everyone is loving it- customers are very excited as they can order on Swiggy, and the food will be delivered to their seats directly.”
The tie up will also enable cinemas to offer personalised food combinations while creating opportunities to upsell and cross sell food and beverage options to moviegoers.
