Boxoffice (Jan-Mar 1962)

Concessions Attendant Helps Increase Drink Sales by Influencing Patron's Ego By 0. FOLLON* T he purpose of any concession stand is PROFIT. The amount of profit has to be predicated on, and by, the total unit sale of related food and beverage items to each customer. The percentage of beverage sales versus the food items varies in accordance with the extent of the menu. Beverage sales may account for anywhere from 20 per cent to 60 per cent of the total sales and carry an approximate gross profit of 80 per cent of whatever volume they produce. This clearly points up the fact that the sale of post-mix beverages must be promoted to the utmost. The percentage of profit on a post-mix cold drink remains approximately the same regardless of method of vending, either manually or automatically, assuming the location owns his own equipment in both cases. Therefore, the amount of profit is in direct proportion to the size of the drink served. AMERICAN WAY OF LIFE Drinks of one size are not always preferred by all people. We are all inclined to be gluttonous rather than restrained in our habits, we eat too much, and we drink too much, and generally pursue these pleasures of life to excess. It is the American way of life. When we work, we work hard, with a real determination for success. When we feel we have finally finished our particular endeavor, we then pursue relaxation and entertainment with this same frenzied determination, pursuing each facet of whatever pleasure-bent thing we are doing to the utmost, always living life for everything it can afford at the moment. This points up the inevitable fact that all people do not have the same capacity for living whether it be in connection with food, drink or sex. DRINKS IN VARIOUS SIZES Therefore, my point: Your operation demands the serving of an ice cold, post-mix beverage in various sizes, one for each individual customer’s capacity, whether this capacity be determined by the size of his stomach, or the size of his ego. Here is where the manual operation becomes mandatory. The stand attendant must help the customer determine that he is enjoying himself to the fullest, even if it is the speaking of one word only, “Large,” “Giant,” or “Jumbo” because in so doing, she suggests by innuendo that if he took the small drink he might not be living life “The Most.” You have to serve and administer not only to his stomach, as in the old days, but now, more importantly, you must administer to his ego as well. Can a mechanical device do this? No! Did you ever see a man demonstrate his •Selrnix Dispensers, Inc. Continued on following page ary ah through storage bm * , vveatber or moi: forces warm stainless ste popped an< i-egardless o conditions. BIG EARNING CAPACITY UP 10 *75 PER HOUR! KETTLE SIZES 18 oz. Electric 32 oz. Electric 32 oz. Gas POPS IT BEST! KEEPS IT HOT! HOT POPCORN MEANS Bigger Sales • Repeat Sales • Increased Beverage Sales Ambassador Model for Indoor Situations Write for FREE Brochure “77 Years of Leadership” and Co. 12 POPCORN BUILDING • NASHVILLE, TENN. FACTORY: CHICAGO, ILL Manufacturers of the Official Weight Volume Tester for the Popcorn Industry. THEATRE PACKAGE H. B. REESE CANDY CO., HERSHEY, PA. NEW 15< 72 Count FLA VOS SHRIMP ROLLS "sh,im^ Delkious" First First in Sales in Quality Favorites in over Color Movie Trailers Flavo-Rite Foods, Inc. 1,000 Drive-In Theatres Individual Serving Bags Furnished Free 2964 Lafayette Ave., Bronx 65, N. Y. TA 3-6464 BOXOFFICE :: February 12, 1962 39