Here's something I never think: "You know what would go well with my popcorn? A hot cup of joe." But, through a new
partnership with Starbucks, AMC Entertainment Inc. hopes to change my perceptions about what to enjoy during Iron Man 2.
AMC will begin serving Seattle's Best Coffee, which is owned by Starbucks, in July. It's an attempt to "provide a consistent coffee experience circuit-wide," CEO Gerry Lopez said in a press release. (AMC hired Lopez away from Starbucks last year.
I understand the move. Over the past year, AMC has been trying to reinvent its concessions, toying around with breakfast and banning outside food. However, if I was in search of a consistent coffee experience, I might have not chosen Seattle's Best as my franchise partner. I associate Seattle's Best with hotel and airport kiosks -- my last caffeine refuge as a traveler, not a bright shiny beacon of always-tasty coffee. To me, Seattle's Best has always been a disposable coffee -- I've never found myself staring at an empty cup.
But Starbucks is aggressively pushing Seattle's Best, hoping to go from 3,000 to 30,000 distribution points in the next fiscal year, according to the Kansas City Business Journal. That's why I'm finding it hard to get excited about the coffee I will also be able to get at Burger King and Subway.
For Starbucks this is a great deal. Seattle's Best is in the middle of a massive rebranding campaign, and Starbucks sees the brand as its next major growth product. The new logo is a white drop inside of a red half-circle, a simple image like Method or Target. The plan is to bring the premium coffee concept to fast-food outlets and retail locations to fill in the gaps where Starbucks is unavailable.
We'll see what moviegoers think of the partnership this summer. But worse case scenario, the AMC Mainstreet has a lineup of flavor shots at the soda dispenser, strong enough to hide the taste of anything else inside my cup.
[Image via Flickr: brdavids]