Marcus Theatres Promotes Rob Novak to EVP of Operations and Food & Beverage
Marcus Theatres, the fourth-largest movie theatre circuit in the United States and a division of Marcus Corporation, has announced the promotion of Rob Novak to executive vice president of operations and food and beverage. The appointment reflects the company’s continued focus on strengthening operational excellence and enhancing the guest experience through innovative food and beverage offerings across its nationwide theatre network.
Novak’s promotion marks another milestone in a career that has spanned nearly three decades with Marcus Theatres. Throughout his 29 years with the company, he has steadily advanced through leadership roles in both theatre operations and culinary strategy, becoming one of the organization’s most experienced and influential executives.
He first joined Marcus Theatres at the company’s Addison theatre location, where he began building firsthand operational knowledge of the cinema business. His early work in theatre management led to additional leadership opportunities, including promotions to general manager positions overseeing theatres in Elgin and Orland Park, Illinois. These roles allowed Novak to gain extensive experience managing day-to-day operations, customer service initiatives, staff leadership, and theatre performance across multiple markets.
After spending more than 16 years in theatre operations, Novak transitioned into a broader strategic role focused on concessions and food service. In 2013, he was promoted to director of concessions, where he began shaping the company’s evolving food and beverage programs. Just two years later, he advanced again to vice president of food and beverage, reflecting the company’s confidence in his ability to modernize and expand its culinary offerings.
His leadership became especially important as movie theatres across the industry increasingly looked beyond traditional concession models to create premium dining experiences capable of attracting modern audiences. Under Novak’s direction, Marcus Theatres significantly expanded its food and beverage portfolio, transforming dining into a central component of the moviegoing experience rather than simply an add-on service.
In 2022, Novak was promoted to senior vice president of operations and food and beverage, his most recent role before the current advancement. In that position, he oversaw concession and food service operations across all 77 Marcus Theatres locations spanning 17 states. His responsibilities included operational oversight, strategic planning, menu innovation, culinary development, and execution of customer experience initiatives throughout the circuit.
Company leadership praised Novak’s longstanding commitment and broad understanding of the business following the announcement of his promotion.
According to Jeff Tomachek, Novak’s career trajectory represents a rare blend of operational expertise, leadership ability, and institutional knowledge developed over decades within the organization. Tomachek noted that Novak’s experience across both theatre management and senior leadership positions has given him a comprehensive understanding of Marcus Theatres’ operational priorities, company culture, and long-term growth strategy.
Tomachek also emphasized that Novak has played a key role in strengthening the company’s food and beverage platform, helping position dining as an increasingly important part of the overall entertainment experience for moviegoers.
One of Novak’s most notable contributions to the company was his involvement in the development and launch of the BistroPlex concept. Designed to elevate the traditional theatre experience, BistroPlex introduced in-theatre dining and expanded menu offerings that blended restaurant-quality food with cinema entertainment. The concept represented a significant shift in how theatres approached hospitality and guest engagement, helping Marcus Theatres compete in an entertainment environment where consumers increasingly seek premium and immersive experiences.
Novak also played a major role in integrating Movie Tavern into the Marcus Theatres portfolio following its acquisition in 2019. The acquisition expanded the company’s dine-in theatre capabilities and strengthened its presence in key regional markets. Successfully merging the operations, food service standards, and customer experience strategies of the acquired brand required careful coordination and operational leadership, areas where Novak became instrumental.
Today, Marcus Theatres operates one of the industry’s most diversified food and beverage platforms. The company’s offerings include three full-service Zaffiro’s restaurants and nearly 30 Zaffiro’s Express outlets, known for their signature Thincredible pizza. In addition, the circuit operates numerous Reel Sizzle locations featuring smash burgers and hand-dipped milkshakes, along with nearly 50 bar and lounge concepts operating under the Take Five Lounge and The Tavern brands.
Marcus Theatres has also expanded its in-auditorium dining capabilities, with more than 20 locations now offering guests the ability to enjoy full meals while watching films. These enhancements reflect broader trends across the cinema industry, where premium amenities, upscale concessions, and dine-in experiences have become increasingly important in attracting audiences and differentiating theatre chains from streaming entertainment options at home.
Beyond his contributions within Marcus Theatres, Novak has also maintained a strong presence within the broader theatre concessions and entertainment hospitality industry. He served as president of the Entertainment Food and Beverage Association, formerly known as the National Association of Concessionaires, from 2023 through 2025. He currently serves as chair of the organization’s board, continuing to help shape industry standards and best practices related to cinema food service and guest engagement.
His industry leadership has earned significant recognition over the years. In 2022, Novak received the prestigious Bert Nathan Memorial Award from the National Association of Concessionaires. The award honors individuals who demonstrate exceptional leadership, innovation, and achievement within the theatre concessions industry and is considered one of the sector’s highest distinctions.
Novak’s educational background also reflects his longstanding commitment to leadership and organizational development. He earned a Bachelor of Arts degree in Political Science from University of Illinois Urbana-Champaign.
As Marcus Theatres continues evolving its operations and expanding its premium entertainment offerings, Novak’s promotion signals the company’s intention to further strengthen the connection between cinema, hospitality, and dining. With decades of operational experience and a proven track record in culinary innovation, Novak is expected to play a central role in guiding the theatre circuit’s next phase of growth and customer experience development.
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