AMC adds Seattle’s Best, so does everybody else

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Here’s something I never think: “You know what would go well with my popcorn? A hot cup of joe.” But, through a new

partnership with Starbucks, AMC Entertainment Inc. hopes to change my perceptions about what to enjoy during Iron Man 2.

AMC will begin serving Seattle’s Best Coffee, which is owned by Starbucks, in July. It’s an attempt to “provide a consistent coffee experience circuit-wide,” CEO Gerry Lopez said in a press release. (AMC hired Lopez away from Starbucks last year.

I understand the move. Over the past year, AMC has been trying to reinvent its concessions, toying around with breakfast and banning outside food. However, if I was in search of a consistent coffee experience, I might have not chosen Seattle’s Best as my franchise partner. I associate Seattle’s Best with hotel and airport kiosks — my last caffeine refuge as a traveler, not a bright shiny beacon of always-tasty coffee. To me, Seattle’s Best has always been a disposable coffee — I’ve never found myself staring at an empty cup.