The Exhibitor (1954)

EXTRA PROFITS EP-3 Cleanliness Sure To Increase Concession Profits Attention paid to such fundamental details as proper grooming on the part of the candy stand attendant and sanitary handling of stock can make the difference. “Pleasing ware is half sold.” The words of this ancient proverb are as true today as they were when coined hundreds o^ years ago. Tor even in the days when merchant-farmers would crowd the open markets with their gooas, the same reasoning that caused the public to buy from one stand and not the other is stili in use. Times may change, but the basic appeals that cause one to purchase are timeless. Perhaps the most fundamental appeal of all is cleanliness. A vital factor in keeping the financial complexion of a theatre a good healthy black, as opposed to a sometimes festal shade of red, is the extra profits activi¬ ties. Recognizing the importance of the candy, soft drink, popcorn or ice cream stand, it is almost axiomatic that every¬ thing be done to increase the sales poten¬ tial. The principle that a stand should be kept clean and attractive is so simple that there is sometimes a tendency to take it for granted and become a bit lax. However, no matter what the size of the town or theatre, an attractive, clean con¬ cession stand has a direct effect on sales and should be maintained at all times. When a customer enters a theatre and finds some litter on the lobby flcor or even a bit of dust around he might resent it and grumble a bit. Chances are, how¬ ever, it will not mean that he will stop patronizing the place. But let this same customer step up to the refreshment bar and make a purchase, only to find it unclean, melted, or having an odor, there is every reason to expect that his contri¬ bution to the extra profits of that theatre will come to an abrupt halt. For while people might overlook carelessness in certain things, they will not tolerate it in something intended for their stomachs. The customer has every right to expect his candy or popcorn to be fresh and sanitary. Storage Facilities Important Since most items sold at a candy counter are of a perishable nature, a number of precautions must be taken. One of the major considerations is proper storage. You might purchase the finest prcducts money can buy, but if you allow them to spoil because of improper storage facilities you face both a loss in reputation and sales. Although each indi¬ vidual theatre has problems peculiar to itself, there are a few general rules which should be observed. When storing merchandise it shou’d be in a rcom that is clean and completely free of vermin. Care must be taken that confections are not placed close to other items that have a strong odor. Chocolate, in particular, has a tendency to absorb these odors. Thus it is important that the storage facilities are large enough for the proper placing of mechandise. An overcrowded storage room leaves the way open for vermin and the waste resulting from crushed boxes. Check Your Stock ine manager should always have a metiiod oi knowing wnich proaucts are n_t moving. When stock is ctenvereu the cases should be dated and arranged in SUCH an order that the older merchan¬ dise is used first. An item that doss not sell has a number of disaavantages, in addition to the obvious one of not mak¬ ing money. Returning to our principle of cleanliness, a display of merchandise that does not move soon becomes drab and unappealing. This tends to give the whole stand a less wholesome and attractive appearance, and decreases the desire to buy. It is important to keep the psychclogy of the buyer in mind. Refreshment bar items may be health¬ ful, but they are not a vital or necessary part of the diet. For this reason che average customer must be persuaded to make his purchase, and often the slightest inconvenience or discomfort will drive him away. If he is confronted with a spotless stand, and the items displayed in a fashion that creates a feeling of quality and wholesomeness, the passerby is well on his way to becoming a cus¬ tomer. Being aware of this it is often wiser to throw out a product that doesn’t sell and accept the loss, rather than keep it in valuable space that could be used much more profitably. Cleanliness Vital A theatre may have a refreshment bar that is properly located, have attractive and modern equipment, and store the products so that they are in perfect con¬ dition. Despite these things, however, it is not getting the volume of sales it should. The answer may very well be found in the appearance of the attendant. In the Gilbert and Sullivan work, “The Sorcerer,” there is a line that reads, “beauty will fade and perish, but per¬ sonal cleanliness is practically undying, for it can be renewed whenever it dis Vinson Smith, Schine's Strand, Carthage, N. Y., is well aware of the value of a clean, attractive con¬ cession stand manned by a personally neat, smil¬ ing attendant, as can be seen in this photograph. covers signs of decay.” Those words could have been penned as sage advice to the operators and attendants of a theatre’s confection stand. The principle of cleanliness applies to everyone and everything connected with a stand. Returning to the psychology of the buyer once more, a stand presided over by an attendant attractively groomed with a quick pleasant smile, is often the most effective sales argument that can be presented. Develop A Routine Fully realizing the importance of this, progressive management has developed a routine that encompasses the principle of cleanliness. Before going on duty, the attendant sees to it that she has not over¬ looked any of the four “musts” for the food dispenser. First of the four musts is clean hands. Thorough soaping and plenty of hot water should be used. No customer wants to be served by someone whose hands or finger¬ nails are not clean or tidy. Next is neat hair. While being fashionable, the attend¬ ant’s hair-do should be neat and in place at all times while cn duty. A stray hair in food often means the loss of a customer. This point may be summed up by saying that loose hairs may mean lost sales. Third point is a spotless uniform. While it is not a must, it has been generally accepted that a uniformed attendant is definitely a sales factor, and would be worth the added effort and expense. How¬ ever, whether garbed in a uniform or a simple dress, the attendant should see to it that her outfit is free from stain and tears. A spotted outfit often results in spotty sales. Last, but not least, is a clean face. Regardless of the attendants’ personal opinions about lip rouge and make-up, she should moderate their use while on duty. Customers’ appetites seem to perk up when confronted with the well scrubbed, wholesome face, as opposed to one that is heavily made up. Extra make¬ up decreases extra profits. Extra Effort The term extra profits should also bring to mind extra efforts. No business man has the right to expect his earnings to increase without doing something to bring it about. With the constant im¬ provements in products and equipment, the candy counter of a theatre should be a healthy and growing source of income. In the dust raised by the flood of new gadgets and items, the exhibitor may show a tendency to overlook some of the fundamentals, such as proper ap¬ pearance. However, even a fine diamond loses much of its attraction if it is placed in a shoddy setting. Always strive to keep up with the times, but also pay attention to the basic principles — and Cleanliness Is The First Principle. January 12, 1955 MOTION PICTURE EXHIBITOR