A new partnership between Creams Café and Cineworld will see the dessert parlour chain launch branded kiosks at cinemas across the UK.
The first phase of the rollout will see five Creams kiosks open at Cineworld locations in Feltham, Hemel Hempstead, Hounslow, Stevenage and Basildon by the end of 2026, with plans to expand the partnership across additional sites over time.
According to its website, Cineworld currently has 87 cinemas nationwide. The Creams Café UK estate, meanwhile, will reach 90 sites following the opening of the five new outlets. Earlier this year, it announced its first international franchise agreements with operators in Greece and Cyprus.
Creams said the partnership represents a major milestone in its business evolution, taking the brand into the leisure and entertainment sector for the first time and introducing a more flexible operating model designed to unlock growth in high-footfall locations. It also provides it access to new customers in a setting primed for indulgent desserts, whilst enhancing the cinema-going experience.
The kiosks have been designed to maximise service efficiency within the cinema environment, and features a tighter, faster menu that delivers all items in under 90 seconds. Among the options are Goo-Bakes – cookies with a molten centre – and churros that are “regenerated” (reheated in a combo oven) prior to serving.
Goo-Bakes were debuted last year as part of Creams’ winter menu, with the flavours to be made available at kiosks including Blueberry & White Chocolate, Pistachio & Milk Chocolate, and Triple Choc Caramel. Customers can also buy the brand’s signature gelato, sorbets, soft swirl sundaes, and scoop shakes.
“We’re delighted to be partnering with Cineworld on what we see as a significant growth opportunity for Creams,” commented Everett Fieldgate, CEO of Creams Café. “The partnership allows us to extend the brand into a complementary leisure environment while introducing Creams to millions of cinema visitors across the UK.
“It reflects our ambition to build Creams into a broader lifestyle brand, reaching customers beyond our traditional Café estate and creating new platforms for long-term growth,” added Fieldgate.
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