AMC Entertainment was looking to enhance food and beverage performance and improve the overall guest experience across theater lobbies nationwide. The work included flagship Marketplace locations, concession refreshes, cafés, and bars. These initiatives drove measurable results, including an 8% lift in beverage sales with a 5–6 month ROI and a 12–14% overall increase in food and beverage sales for the Concession Marketplace, scaled across more than 90 locations.