Marcus Theatres ready to open third Zaffiro's Pizzeria

Oct. 11, 2011

Just a month after announcing plans to open a Zaffiro's Pizzeria and Bar, Marcus Theatres is set to open a third Zaffiro's location. The newest restaurant will be located at the Parkwood Cinema in New Berlin, Wisc., and is set to open in the spring.

The first Marcus Theatres' Zaffiro's restaurant opened in 2009 in Mequon, Wisc.

"The addition of a Zaffiro's Pizzeria and Bar west of the city of Milwaukee will offer guests the opportunity to dine and enjoy a movie in one convenient location. Moviegoers will also have the option of purchasing food from the Zaffiro's menu at the new Zaffiro's Express, to enjoy in the comfort of their seat," said Bruce J. Olson, president of Marcus Theatres, a division of The Marcus Corporation.

The Zaffiro's will replace one of the theatre's existing auditoriums. It will seat 150 patrons and feature a full cocktail bar, a carryout service, live entertainment and iPads for guests to use while they dine.

Zaffiro's features "thincredible" handmade-to-order pizzas, meatball sliders, the Zaffiro's kitchen sink slider, and a variety of pastas, sandwiches and desserts.

Olson said Marcus Theatres' strategy is to expand food and beverage concepts into select theatre locations to create  full entertainment destinations.

"Guests have the opportunity to enjoy dinner before or after the film, or, with our Zaffiro's restaurants, they can enjoy a great meal or bring home a pizza without even seeing a movie. We have had an outstanding response to the Zaffiro's concept," he said.

Read more about franchising and growth.

Topics: Franchising & Growth , Operations Management , Restaurant Design / Layout

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