How Options Open-Air Cinemas Elevated the Movie-Going Experience with GonnaOrder

Staying ahead in the competitive cinema industry requires ongoing innovation and a thorough awareness of client needs. Options Cinemas, a fast-growing business, understood this and set out to improve the cinematic experience through sophisticated service delivery. Since its inception in early 2023, the company has grown to encompass four multiplex cinemas in Greece, with locations in Athens, Patras, and Thessaloniki. They also opened two open-air cinemas in Athens, Ilion’s Escape Center and Spata’s Smart Park, where they implemented GonnaOrder, our advanced ordering system aimed at improving service in their premium seating areas.

In the world of open-air movies, service delays can distract from the overall consumer experience, leading to unhappiness and possibly lower expenditure. Options Cinemas recognized these problems early on and aimed to deliver a streamlined and efficient service approach. The introduction of GO in their open-air venues enabled the company to provide premium customers sat on 2- or 3-seat couches and director’s chairs with the ease of ordering food and drinks without having to leave their seats or wait for service.

Challenges

Before implementing GonnaOrder, Options Cinemas faced significant challenges in providing a world-class service experience to its premium customers. With the existing service model, customers had to rely on traditional ordering methods at premium seats such as two- or three-seater sofas or director’s chairs. This meant that they had to wait for a waiter to take their order, or in some cases, leave their seat to order directly from the cafeteria. Not only was this process time-consuming, but it also hindered the immersive cinematic experience that premium customers were looking for.

The inefficiencies of this approach led to frequent delays, and customers often had to wait longer than expected for their orders. In some cases, orders were missed due to difficulties in catching attendants’ attention, leaving customers frustrated and dissatisfied. This not only diminished the overall enjoyment of the movie, but also led to lost sales and missed revenue opportunities. Recognizing the need to improve its service delivery, Options Cinemas sought out a more efficient solution. The launch of GonnaOrder was a strategic move to modernize its service processes with the aim of providing a seamless and elevated experience to its premium customers.

The Solution: Seat-Side Service

To enhance the premium customer experience, Options Cinemas introduced a seat-specific ordering system at its Escape Center and Smart Park outdoor cinemas in June 2023 and June 2024, respectively. Premium seats at Escape Center are named after legendary directors such as Tarantino and Kubrick, while seats at Smart Park are designed after Italian cities, giving each location a unique cultural feel.

A key feature of the solution is the seamless integration of GonnaOrder, allowing premium customers to order directly from their seats without visiting a waiter. The system not only provides convenience, but also a wider selection of food and beverage options than a canteen, enhancing the sense of luxury and satisfaction of premium guests.

The Outcomes

The introduction of seat-based ordering at Options Cinemas has positively impacted customer satisfaction and operational efficiency. Since implementing GonnaOrder in their premium seating areas, both Escape Center and Smart Park Cinema have reported consistently high levels of customer satisfaction. This is reflected not only in positive comments from guests but also in consistently full cinemas, proving that the improved service is well received by moviegoers.

The brand’s commitment to offering choices that enhance the entertainment experience is summed up in its motto: “Choose a Movie, Choose Entertainment Quality.” Options Cinemas caters to its premium customers by offering them a convenient way to watch movies in a comfortable seat. The convenience of being able to check their order and access a wide selection of food and beverages has allowed the company to successfully align its services with this ethos. The result is a noticeable increase in customer satisfaction, with guests praising the seamless, high-quality experience that sets Options Cinemas apart from its competitors.

Our collaboration with GonnaOrder has been a game-changer for our business. The ability to offer seamless seat-side service has not only enhanced the movie-going experience for our premium customers but has also set us apart from other cinemas in the region

Christiana Chatzidaki – Marketing Manager – Options Cinemas

Future and Vision

Options Cinemas has ambitious plans and wants to continue expanding and improving its services. One of its main goals is to open a new open-air cinema in Voula, south of Athens. The company will build on the success of its existing cinemas and continue to provide a first-class service that is well received by customers.

Apart from expanding its outdoor cinema, Options Cinemas also plans to renovate its existing multiplex cinema. These renovations are aimed at modernizing the facility and enhancing the moviegoing experience for all patrons, not just those with premium seats. Additionally, the company has its eye on a groundbreaking project: the construction of Greece’s first 500-seat IMAX cinema. This new IMAX cinema will mark a significant milestone in the Greek entertainment industry, offering an unparalleled cinematic experience and further strengthening Options Cinemas’ position as a market leader.

Learn More About Options Cinemas

Want to know more about Options Cinemas? Check out their website to find out more about their unique outdoor cinemas and multiplexes across Greece, including Athens, Patras and Thessaloniki. Discover their latest cinema offers, premium seating options and special services. Also, follow them on social media platforms such as Instagram, TikTok, and Facebook.