Challenge

Vue wanted to introduce a customisable popcorn concept, allowing customers to add indulgent toppings and sauces — elevating a traditional concession into a premium product.

The system needed to guide customers through multiple options without slowing service or increasing friction at point of sale. The concept was tested ahead of potential national rollout.

Insight

Customisation drives perceived value, but too many choices can overwhelm and disrupt flow.

Success depended on structuring options so the experience felt indulgent yet effortless.

Creative Direction

Led a multidisciplinary team to develop the concept identity, ordering architecture and in-venue communication system.

• Step-based menu hierarchy to guide customisation

• Clear visual grouping of bases, toppings and sauces

• Simplified pricing logic to reduce decision friction

• Integrated execution across print POP, digital menu boards and concession environments