Motion Picture Herald (Apr-Jun 1955)

Striving for Maximum Sales in Soft Drink Merchandising Summarizing tested and proved techniques for selling beverages in indoor and drive-in theatres — from purchasing syrup and dispensing equipment to a variety of special promotional schemes. WITH SOFT drinks today providing the refreshment operator profits which are in many cases equal to that of popcorn it is not surprising to find managers placing an ever-greater emphasis on merchandising beverages at both drive-in and indoor theatres. The latest efforts to increase sales entail a large and intensive program — from installation of new and improved dispensing equipment to increases in the number of flavors offered and special promotional campaigns. In comparison with candy and popcorn, soft drinks received a late start as a refreshment stand commodity, having become a major item at the indoor stands only about eight years ago. Recent estimates of the distribution of the average indoor theatre vending dollar show they account for 20% of sales — a percentage that is sure to grow as merchandising efforts, spurred by the profit potential, are intensified. In the outdoor field, they are already in high standing, ranking just below popcorn in sales. The trend there is in seeking means to expedite the service methods. While differences exist in several important aspects of handling soft drinks at the outdoor and indoor operations, there Introducing 30^ Drink Boosts 200-Size Sales INTRODUCTION of a third beverage cup size (30c) is proving very successful at the Meadow Glen drive-in, Medford, Mass. — not so much tor large sales of this particular size as for its effect in increasing the output of the medium (20c) size. Philip Lowe, co-owner with Julian Rifkin of the Meadow Glen, and with his brother. Junior Lowe, head of Theatre Candy Company, Boston, a leading supplier of both equipment and foods and drinks for theatres, is a strong proponent of this idea. "The average person," he says, "is inclined to take the average size offered. It a soft drink is available in a lOc or 20c size only, he is likely to take the dime cup. But if there are three sizes, say lOc, 20c and 30c, the chances are he'll take the 20c one. He doesn't want to be a piker and take the smallest and he most likely thinks of the largest as a little extravagant. So he lands on the 20c cup as just right!" are other fundamental factors that are the same for both. This is first and most vitally true with the “quality” of the product offered. Theatremen in both categories have found that it pays to employ only the best syrup, that being in most cases one manufactured by a company which advertises nationally. In addition to the advantage, of bearing “brand” names that are widely known and accepted by the public, these syrups are always found to be of uniform quality since the companies make periodic checks of their products to assure that quality is consistent. Also of importance to quality is the carbonated water used. In this respect two factors are to be considered — pressure and proper refrigeration. Pressure from the gas drum keeps the water carbonated while it is in the dispenser and proper refrigeration retards the rapid escape of gas after the drink has been dispensed. And the colder the water, the greater the carbonation. To produce a carbonated drink that is sufficiently “sparkling” it is essential that the equipment make the carbonated water “ice-cold” and keep it that way. It has been found that a drink at 50° contains only 75% of the gas that a drink at 36° holds, which is regarded as the ideal temperature for that “quality” drink. At the drive-in theatre keeping carbon BETTER REFRESHMENT MERCHANDISING l-R