Growth in a Tough Market - Our Malvern Theatres Turnaround

When we first partnered with Malvern Theatres, we knew the challenge wouldn’t be easy. The wider theatre market was facing a downturn, but we saw potential. We took a step back, assessed the existing offer, and set out to create a more flexible, casual food and drink experience that truly worked for the venue and its audience.

Fast forward four years, and we’ve seen an incredible 600% growth in net profit.

A Fresh Take on Theatre Hospitality

We moved away from traditional formal dining and introduced grab-and-go options, fresh pizza, café-style food, and even Afternoon Tea. By aligning our offers with the rhythm of the theatre—pre-show peaks, matinees, and social events—we created something that felt authentic, accessible, and tailored to each audience.

Our pizza and prosecco, burger and beer, and retail promotions have all struck a chord, especially when matched with the right shows. It’s about understanding who’s coming through the doors and what they want to eat and drink. Consumers increasingly prefer casual dining options without sacrificing quality.

Local Sourcing, Big Impact

We’ve also put a real focus on local sourcing by working with suppliers across Herefordshire, Worcestershire, and Gloucestershire to bring provenance and quality to the plate. Our Head Chef, Matt Lees, and his brilliant team craft seasonal menus using these ingredients, delivering big flavour with a local touch.

And it’s not just about pre-show meals. Our Afternoon Teas have become a hit for meetings, social events, and wakes, especially in the newly opened Studio 1 and balcony space, adding a unique, more personal twist to the usual buffet format.

At Malvern, we’ve shown that even in a tough market, a smart, thoughtful food strategy can deliver real growth.