BurgerFi is going to the movies.
The Florida-based burger chain has signed a licensing agreement with Apple Cinemas to operate a BurgerFi within a movie theater coming to Rochester, N.Y.
The outlet will operate as a typical restaurant outside the theater and will also offer delivery through the big third-party players. But movie goers will also be able to order burgers from inside the theater by scanning a QR code during the movie to have food delivered directly to their seats.
BurgerFi CEO Carl Bachmann said the move is part of a new venture into the non-traditional space for the 114-unit chain.
“In my experience, the best way to accelerate growth and evolution is through these non-traditional avenues,” said Bachmann in a statement. “We are aggressively seeking new development opportunities and our pipeline is growing. We continue to seek unique ways to connect our brand to customers where they are in life.”
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