The Exhibitor (1961)

EXTRA PROFITS Devoted exclusively to refreshment operations at indoor and drive-in theatres, sales of confec¬ tion, popcorn, beverages, food and other profit producing items, food preparation and vending equipment, concession management and design. Bob Garner, Editor February 14, 1962 Flavos Shrimp Rolls Gaining In Popularity D-I Refreshments: Operation & Management With drive-in refreshment sales represent¬ ing up to half the outdoor theatre gross, the operation and management of that area re¬ mains vitally important to the successful per¬ formance of the theatre. Distinguishable from its indoor counter¬ part not only by its percentage of the house gross and variety of items stocked, but also in the need for skilled personnel, the drive-in concession stand requires time, thought, and effort on the part of the management to serve its patrons adequately. If the operator of the drive-in works on a schedule that does not allow him to give this area the attention it requires in light of its important role in thea¬ tre profits, it is recommended that someone be brought in from outside who can concen¬ trate entirely on this phase of the business. Because the drive-in handles such items as candy, popcorn, soft drinks, hot dogs, ice cream, pizza, chili, bar-b-que, shrimp rolls, french fries, hamburgers, coffee, snow cones, cigarettes and other foods peculiar to a par¬ ticular section of the country, a small-scale restaurant is, in effect, in operation during the show. This, naturally, makes it a requisite to have skilled managers, food preparers and servers in addition to those who handle the necessary routine jobs. In a situation such as a drive-in theatre, where one department of the whole theatre does up to half the business, cash, and the control of cash, becomes extremely im¬ portant. In counter operations, where each of the serving attendants is obligated to handle money, this fact becomes even more apparent. It then becomes an absolute necessity to watch several people for any attempts at pilferage. In the case of a cafeteria-style concession stand, with only one, or a couple cashiers, it is not quite as difficult to control the cash. Also, since it is possible to carefully test ap¬ plicants for cashier positions the possibilities of getting an incomoetent person to handle money is greatly reduced. Many drive-ins, especially those in small towns, attract an audience which consists largelv of local people. Hence, those working behind the refreshment stand are in a good position to know, or, because of repeat busi¬ ness, get to know a large percentage of the customers. Therefore, in the case where each attendant is handling money, there is a temp¬ tation to undercharge neighbors and friends. But, when the cashier set-up is used, this problem is easier to solve. Another management problem which can be detrimental to customer goodwill, is that of service. When the patron enters the stand, it is expected that he will be served in his proper turn. When someone who came in after him gets served first, there is a good chance that someone is not going to be very happy. Once again, the cafeteria layout makes it diffi¬ cult for this to happen. Each person is served, in turn, as he moves along the line. Still another distinguishing feature of drivein concession operations is the amount of equipment needed, and the additional skilled management and checking which results from this equipment. It is obvious that the equip¬ ment in the drive-in stand must be checked constantly, and reDaired immediately when a failure is reported. To the drive-in operator, it is as necessary to take good care of the food equipment as it is the projection equip¬ ment. Lastly, great management skill is required due to the number of foods carried. In ad¬ dition to the candy, popcorn, hot dogs, shrimp rolls, etc., almost traditional to drive-ins, there are foods, and techniques of preparing foods, which belong only to certain areas. It is the job of the concession management to ascer¬ tain all these peculiarities, and have exactly the right stock on hand. The drive-in concession operator cannot do his job on a part-time basis, if he is to do an acceptable job. The manager of an efficient refreshment stand, no matter what stvle or layout is used, must be the master of food control, traffic control, and cost control. If business volume is not ud to expectations, he must analyze his sales techniques, the food quality, the service, the equipment and the promotion pieces. He must know costs and margins of profit of every item. He must be a specialist. He must give all his time, effort, and thought to the selling of food. figurine counter promotion piece with easel. Flavo-Rite Foods Inc., makers of Flavos Shrimp Rolls, announced that their Shrimp Rolls have steadily gained popularity over the past decade; and today are a featured product in over 1000 drive-in theatres, amuse¬ ment parks, race tracks, ball parks and nu¬ merous other fast-food outlets. They say concession operators who handle Flavos Shrimp Rolls report on the ease with which the item can be handled, even when the call is heavy. It takes only 2 to 3 minutes to prepare them by deep fat frying, the com¬ pany says, because they are pre-cooked. They can then be kept warm in serving cabinets or bun warmers. Flavo-Rite added that they have color movie trailers, individual serving bags, and attractive point of sale material bearing the Flavos trade name which they offer at no charge. They also have coooerative tie-in promotional material with Coca-Cola and Pepsi-Cola. Flavos Shrimp Rolls is a mixture of shrimp, celery and seasonings wrapped in a crisp noodle jacket. It can be served in the dis¬ pensing bag or nankin and may be prepared in the same oil as french fried potatoes. The company says Flavos sell in most out¬ lets for 35 cents per roll and almost always is accompanied by a beverage sale. They note that some drive-ins average as many as 1000 to 2000 units sold per week; and since it is meatless, it picks up Friday sales. Flavos Shrimn Rolls are delivered frozen in cartons containing 50 units each. PE-8 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR February 14, 1962