The Exhibitor (1951)

EP-6 ) EXTRA PROFITS Above are four shots showing concessions operated by Western Automatic Vending Corporation in the Buffalo area. At upper left is the stand at the Aero Drive-In while the extra profits department of the Broadway Drive-In is seen at upper right. The man in the short-sleeved shirt in both photos is Billy Katz, son of the WAVCO president. The stand at the Park Drive-In is seen at lower left, and the refreshment department at the Aurora, East Aurora, N. Y., is pictured in the photo at lower right. Each one of the stands above is compact, built along similar lines, and kept meticulously clean. THAT KNOW-HOW PAYS DIVIDENDS Leo Katz, President, Western Automatic Vending Corporation, Buffalo, Believes in Efficient Operation In operating drive-in concessions, the know-how that comes with years of ex¬ perience pays dividends, just as the intimate knowledge of operations brings rewards in any endeavor. An example of such know-how is the expert handling of concessions at 75 the¬ atres, including eight new drive-ins, in the Buffalo area by Leo Katz, president, Western Automatic Vending Corporation, Buffalo. Katz, with his son, Billy, have applied their observations of the public’s tastes in refreshments to the standardiza¬ tion of certain features of their stands. Western Automatic Vending Corpora¬ tion (WAVCO) has found that standard¬ ized equipment increases efficiency since attendants can be moved from one stand to another without wasting time to famil¬ iarize themselves with new layouts. Each concession is compact to increase efficiency, and is kept meticulously clean. An average of five attendants are on hand at each stand. They begin work at about 7 p. m., and quit about 1 a. m., sometimes later if business demands. While business is light before each show, the big rush begins at about 10 p. m. Using a bit of psychology, Katz found that young married couples make the best attendants because their youth enables them easily to manage the demanding work of peak periods, and, being married, and working side by side, they keep each other on their toes. WAVCO sells a one and one-half-ounce box of popcorn for 10 cents and a fourounce box for a quarter. The company also sells hot dogs, ice cream, candy, and, in cool weather, coffee. The big seller is soft drinks since drive-ins are primarily a summer operation. Katz found that he sells from 15 to 20 per cent more popcorn from a machine than from a warmer mainly because people like to watch their popcorn being made. Then they know it’s fresh, and has been made under sanitary conditions. One of the important factors in Katz’s winning all eight concessions in the new Buffalo area drive-ins was his willing¬ ness to install new equipment. “The men who own the drive-in theatres wanted to be sure their refreshment places looked well, and new equipment accomplishes this,” Katz notes. “You can’t run a con¬ cession or popcorn stand with old equip¬ ment. It will rob you of your profits.” Most of the popcorn machines used by WAVCO in the Buffalo theatres it services are Manley units. Katz recently bought six Manley Super Stadiums and two Aris¬ tocrats to handle his company’s Buffalo business. “We have great confidence in Manley machines,” said Katz. “They’re good looking, and they work very well. We know we will be able to get parts easily, and we know from past experience that Manley gives good service on its machines.” B and K Innovations Click Chicago — A recent innovation in pop¬ corn sales at Balaban and Katz theatres is paper napkins tucked in the flaps of popcorn boxes. Another improvement is square shaped boxes making it easier to reach in for the contents. Patrons like these new ideas to such an extent that they comment favorably. The NEW Patented SPEED-SCOOP Three times more efficient. Scoop and pour o bagful of popcorn in one single easy motion. Made of light, stainless aluminum. Cool hardwood handle. Perfectly balanced for maximum efficiency and speed. Only $2.50 at your Theatre Supply or Popcorn Supply Dealer. SPEED-SCOOP 109 Thornton Avenue, San Francisco 24, Calif. EXHIBITOR April 11, 1951