Following an extensive tender process, Vue, the largest privately owned cinema operator in Europe and number one exhibitor in the UK, has selected PepsiCo as its soft drinks provider for the next five years, until 2030. The deal will see PepsiCo provide a range of colas and soft drinks by the summer for all of Vue’s 223 cinemas across eight European markets.
Tim Richards CBE, Vue founder and CEO said: “We’re delighted to announce this new Europewide partnership with PepsiCo at this pivotal time for both Vue and the industry. Having a strong partner on board is essential as we continue to invest and innovate across the business to deliver to our customers the ultimate big screen experience.”
Commenting on the deal, Angus Macdonald, Commercial SVP, PepsiCo said: “We’re excited to begin this strategic partnership and our shared commitment to innovation presents great opportunities for us both. We have creative plans to further enhance the Vue guest experience, with our leading global and local brands, bringing flavour innovations and impactful experiences. We’re delighted to be further building our brands in the Away from Home Channel through this partnership.”
The news comes at a time of extensive investment and innovation for Vue as it prepares for a new era of cinema. Vue is acquiring and opening new sites and introducing its latest and most luxurious recliner seating yet, the UltraLux. Vue also unveiled “Vue Your Way”, a global first for cinema, at the newly renovated Vue Swindon, with plans to roll out the innovative concept across its estate. A new take on the cinema foyer experience, customers can enter by scanning their tickets at the digital gates, exploring the various snack and drink options before using the self-checkouts. The concept will offer customers the opportunity to explore Vue’s range of food and drink at their own pace as well as reducing the time spent queuing at peak times.
