ARTICLE
Cathay Cineplexes Goes Halal!
By InCinemas / 11 Oct 2013 (Friday)
Source: Cathay Cineplexes
Cathay Cineplexes has achieved the Halal food certification from MUIS, the Islamic Religious Council of Singapore, for four of its cineplexes at suburban locations. It is the first cinema operator in Singapore to receive Halal certification.
The four cineplexes which will now serve Halal refreshments under Cathay’s Cinesnax brand are:
- Cathay Cineplex AMK Hub
- Cathay Cineplex Causeway Point
- Cathay Cineplex Downtown East
- Cathay Cineplex West Mall
- upcoming Cathay Cineplex Jem
Cathay Cineplexes’ two centrally-located cineplexes, The Cathay Cineplex and Cathay Cineplex Cineleisure Orchard, being popular venues for corporate and private events, will not be certified Halal due to the engagement of external caterers by event organisers. The Cathay Cineplex and Cathay Cineplex Cineleisure Orchard will continue to abstain from serving pork and lard on its premises.
Popular with movie patrons living in the heartlands, the Cinesnax concession counters offer a wide range of ala carte snacks and food and beverage combos that include traditional favourites such as soft drinks, popcorn and nacho chips, as well as savoury fried items such as hotdogs, hot sandwiches, potato wedges, fried chicken wings and chicken nuggets.
With the Halal certification, a new savoury item, satay hotdog, has been introduced to the Cinesnax menu at suburban cineplexes. The rest of the items from the concession menu will remain and updates will be continually made to the product mix under seasonal promotional combos and other special items for limited time periods, to provide better variety to consumers. Cathay Cineplexes will maintain the same rate card that is currently offered to patrons.
“We are proud to be the first cinema operator in Singapore to have achieved Halal certification. We hope to extend our Muslim patrons a higher level of confidence and assurance, when considering any refreshment purchases from our concessionaire and other food and beverage offerings,” said Suhaimi Rafdi, Chief Executive Officer of Cathay Organisation.
In preparation for the certification from May to August 2013, Cathay Cineplexes engaged a consultant to advise and guide the team through the process. Along with taking references from MUIS regulations, the operations team undertook the necessary measures to fulfill the prerequisites for Halal certification. MUIS personnel will conduct unannounced periodic inspections post-certification to ensure compliance.
As one of Singaporeans’ choice destination for watching quality films, Cathay Cineplexes seeks to enhance competitive advantage in the industry through the Halal certification, and also reinforce its business reputation in meeting varied customer needs.