ATG Lyceum Theatre

  • ATG looking to capitalise on the success of new theatre concept kiosks
  • Green Room to design and manage installation project across UK and US locations
  • New kiosk development concept leverages unique features to enhance customer experience

Following the unprecedented success of Ambassador Theatre Group’s (ATG) new concept kiosks across three of London’s largest theatres – the Lyceum, Apollo Victoria and the Phoenix – earlier in 2018, Green Room Design have again been appointed to design and deliver the entire project roll-out for a further twenty-three kiosks across eighteen theatres in the UK and an additional theatre in the US.

ATG theatre kiosk

ATG’s refocus on its food and beverage offering has reaped significant rewards in 2018 across the group, with the Apollo outperforming it’s targets by a further 16%, and the Lyceum by a significant 19%, fuelling the further launching of new kiosks at King’s Theatre Glasgow, Edinburgh Playhouse, and Bristol Hippodrome.

Purchases of refreshments and snacks are an intrinsic part of any trip to the theatre and an important revenue stream for venues. ATG’s 2019 expansion programme will see kiosk concepts installed in key UK theatres including Milton Keynes, Sunderland, a further four in London, and in addition, The Majestic Theatre in San Antonio, Texas.

ATG Lyceum Theatre

The design concept of the kiosks elevates the customer experience by allowing customers to be served as efficiently as possible, managing queues and allowing customers to see the full range of drinks and snacks on offer at a glance, promoting an accelerated purchase-decision making process. New introductions to the US include beer taps and coffee machines catering specifically for this theatre going market.

Matt Davies, Head of Interior Design at ATG said, “Our venues have been delighted with the results the new kiosks are bringing. The challenge in some of our theatre buildings can be accessing a high percentage of our audiences with our food and drinks offers. Through clear signage and lighting, considered layouts, clear and effective product display, and an increase in points of sale, the margin increase in sales has outperformed any projections we had originally made. I’m really pleased we’re continuing to work with Green Room to further roll out this kiosk concept to as many of our theatres as possible.”

ATG Lyceum Theatre

Mike Roberts, Chief Creative Officer at Green Room commented: “We are thrilled that our kiosk concept has exceeded expectations and provided such impressive results across the board for ATG in 2018, The kiosk expansion to the US is an exciting opportunity for ATG, one which we’re excited to be leading.”

2019 sees Green Room design, implement, and now project manage all kiosks.

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