Creams Café has confirmed a new partnership deal with Cineworld that will see the dessert brand launch dedicated Creams kiosks in cinemas across the UK, marking the introduction of its new kiosk format and creating a significant new platform for growth beyond its traditional Café estate.
The first phase of the rollout will see five Creams kiosks open in Cineworld cinemas in Feltham, Hemel Hempstead, Hounslow, Stevenage and Basildon by the end of 2026, with plans to expand the partnership across additional Cineworld locations over time.
The partnership represents a major milestone in Creams’ 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.
The kiosks have been specifically designed to operate efficiently within cinema environments, with a tighter, faster menu, delivering all products in under 90 seconds. Available at the kiosks will be Creams’ signature gelatos, sorbets, sundaes, scoop shakes, soft swirl sundaes, churros, and goo-bakes.
The kiosk format will also be available to Creams franchisees outside of Cineworld, offering a lower-investment alternative to the brand’s traditional café model. Requiring less space, less equipment and fewer staff, as well as a shorter build time, the format creates new opportunities for franchise partners to grow the brand in locations where a full-service café may not be suitable.
The Cineworld partnership follows a year of significant expansion for Creams, including the announcement of its first international franchise agreements in Greece & Cyprus.
With lower CapEx and a faster route to opening, the new kiosk model creates a scalable growth platform for Creams, opening up opportunities across leisure, travel and other high-footfall environments.
Everett Fieldgate, CEO of Creams Café noted: “We are delighted to be partnering with Cineworld on what we see as a significant growth opportunity for Creams. The partnership allows us to extend the brand into a complementary leisure environment while introducing Creams to millions of cinema visitors across the UK.
“Importantly, the kiosk gives us another format through which to grow Creams. It requires less space, equipment and staffing than a traditional café and is considerably quicker to build, opening up locations where a full Creams café might not previously have been possible.
“For our franchise partners, that creates another route to grow with us, while for Creams it gives us the flexibility to take the brand into many more high-footfall environments.”
Tim Sparrow, Director of Retail at Cineworld added: “Our partnership with Creams Café marks a key evolution for Cineworld as we introduce their brand-new kiosk format into select venues.
“Adding Creams’ exceptional product to our offering is a continuation of our ongoing commitment to better meet our customers’ needs, and we look forward to seeing our guests enjoy this fantastic new addition.”
Key takeaways
- Creams Cafe has confirmed a new partnership with Cineworld, with five kiosks opening in cinemas in Feltham, Hemel Hempstead, Stevenage, Crawley and Sheffield as the first phase of the rollout.
- The kiosk format has been designed to operate efficiently within cinema and leisure environments, requiring less space, equipment and staff than a full Creams store while delivering the core product range.
- The kiosk model will also be available to Creams franchisees outside of Cineworld locations, offering a lower-investment entry point for new franchise partners.
- The Cineworld partnership follows a year of significant expansion for Creams, including the announcement of its first international franchise deal.
- With lower capital expenditure and a faster route to opening, the kiosk model creates a scalable growth platform for Creams across the leisure, travel and retail sectors.
