THE REC ROOM CASE STUDY

ENTERTAINMENT DINING, REBOOTED

FOR MILLENNIALS

THE CHALLENGE

Cineplex Entertainment sought to create Canada’s premier social entertainment destination with The Rec Room: 60,000 square feet of recreational fun and food & beverage options that were unique and buzz-worthy, yet appealed to a wide range of guests.

THE SOLUTION

The team envisioned multiple restaurants that fulfilled The Rec Room’s overarching strategy of creating a place where guests could increase their own “social currency,” ultimately developing a suite of food & beverage concepts that could coexist harmoniously within the space.

THE BUZZ

The Rec Room, with three distinct foodservice outlets — Three10, a full service restaurant inspired by the flavors and dishes that define Canada’s three territories and ten provinces; The Loft, serving wood-fired pizza, cocktails and build-your-own soft serve; and The Shed, an emporium of poutine, filled-to-order donuts, cocktails and wine on tap — launched in Edmonton in summer 2016, with an anticipated annual food & beverage revenue of $15 million. A second location opened in downtown Toronto in summer 2017 with more in store for the future.