The Exhibitor (1957)

Bengie's Drive-In ( Continued from page PE8) flanking the refreshment area and ac¬ commodating a ready-made immediate market for the concession, the entrance¬ way is constructed entirely of glass and aluminum on a California redwood base. The entire plan is to give the conces¬ sionaire, the Berio Vending Company, complete freedom of operation. The area can be closed up after the last feature has started, and late patrons can use the washrooms, indoor seating areas, drinking fountains, and telephones without enter¬ ing the actual cafeteria. According to Berio, the four-lane cafe¬ teria system has produced an average of 42 cents per customer since the opening of the theatre, and such a figure is a testimonial to the effectiveness of the planning. Patrons are channeled first to the tray rack and then guided by alum¬ inum rails past six major drink and food outlets to tjie cashier at the end. The paramount feature of Vogel’s design is the elimination of cross traffic, and study of the plan shows that regardless of which entry the patron uses, he circulates without bucking the traffic. Each counter is 38 feet long, with Formica topping and front. Two plant areas just to the rear of the two tray racks permit the addition of either perma¬ nent or real flowers to enhance the sur¬ roundings. Twin cashiers’ booths are so arranged that one girl can handle both lines cn slow nights. When all four count¬ ers are operated, eight employees are required. Of great importance to the success of this operation is the large area devoted to storage, for reasons of convenience and economy. The storage space is approxi¬ mately 32 feet by 17 feet, and the cubic dimensions of the walk-in cooler are six feet, six inches. The latter is used to store potatoes and non-carbonated drinks, which are high-profit items which must be afforded proper attention. EXTERIA— BENGIE'S DRIVE-IN CONCESSION BUI1DING Marathon's New Carry Out Packaging A new line of carry-out packaging has been announced by Marathon Corporation with the introduction of its Dine Out series. Featuring snack, lunch, and dinner sized cartons, the new series will accom¬ modate everything frem hamburgers to prime ribs or select steaks with all the trimmings, especially convenient for those drive-ins doing a large business in hot prepared foods. Construction features include remov¬ able foil lined trays and dividers and a ready-made place mat. The cartons are moisture and grease resistant, and are designed to fit into any type of drive-in restaurant operation, with a carton size to take any menu from short orders to complete dinners, it is said. A spot for plastic silverware and napkin is provided, and the cartons enable oper¬ ators to provide complete carry-out service at a minimum cost. Compact dis¬ pensers designed to quickly and efficiently dispense each size carton and its com¬ ponents round out the series, which is immediately available. I new popcorn merchandising kit (available thru popsit-plus jobbers) Gel ready for red-hot pop¬ corn sales with this exciting new merchandising kit — consisting of perpetual mo¬ tion "wobbler" and multi¬ color streamers. It's yours free when you contact your Popsit-Plus jobber. Put zip in your popcorn sales—act today! P» jpQi liquid popping oil rich, butterlike flavor plus these important advantages: • golden color • fewer duds • all-weather pouring • less cost per bag • appetizing aroma • stores easily — no fire hazard • measures accurately — no waste by the Popping Oil Specialists To The Nation SIMONIN, PHILADELPHIA 34, PA. June 19, 1957 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-9