Boxoffice-August.02.1976

Profitable
Concessions^
In
Large Measure b>'rep
IVlost significant to the success of
a theatre's refreshment center is "preparedness,"
which entails being ready to fulfill
Right the first time
Butler-built concessions
Right for your space . . . right for your customers. . . right for your profits.
We have been building successful concessions for theaters from coast
to coast for more than twenty years. Cal I or write us for the professional
approach to your needs.
More sales, less expense, more
profit . . . Happier customers —
all when you pop "Live." Gold
Medal Poppers merchandise
your popcorn better . . . help
you sell more. And Flavacol
Seasoning Salt helps, too.
butler fixture S mfg. co.
2323 South Lipan St. • Denver, Colo. 80223
(303) 935-4623
Write today for complete details. Gold Medal, the nation's
leading manufacturer of popcorn equipment, with 125
B
QOLD
Gold Medal distributors to serve you.
MEDAL PRODUCTS CD.
1835 Freeman Ave., Cincinnati, Ohio 45214
patron's wants with fresh merchandise, attractively
displayed in a clean surrounding
together with effective point-of-purchase
inducements.
In addition to cleaning soiled and smudged
glass cases, greasy popcorn machines, dirty
cookers and sticky cola dispensers, staffers
should restock candy cases, remembering
to rotate stock to prevent it from becoming
stale. It is wise to recall, too, that tests have
revealed merchandise displayed in
the center
of the candy case always sells in a larger
volume than items displayed on the ends.
Employees should examine the inventory
of candy, popcorn, containers, seasoning,
salt and other supplies to make sure there
are sufficient quantities to meet the next
day's anticipated sales. The same attention
paid to the concessions stand should be applied
to the stockroom. It must be kept clean
and well ventilated, with existing supplies
being moved forward when fresh merchandise
is delivered.
The following day, attendants should report
to work 30 minutes prior to the time
the boxoffice opens, with the first concern
being to turn on the popcorn warmer and
popper. It is advisable not to keep popcorn
overnight and then try to sell it the next
day, because few things kill sales faster than
stale popcorn.
Employees should bear in mind that boxes
of plain corn should be sold with the boxes
closed, unless patrons request otherwise.
With the boxes closed, there is less chance
to spill the popcorn.
Regarding popcorn sales, point-of-purchase
incentives work very well to increase
sales. For example, after enough popcorn
has been bo.xed to handle the first crowd,
begin popping another kettle when the second
throng is due to arrive. The aroma of
freshly poped corn will draw patrons to the
concessions area.
Free Samples
Another incentive might be to hand out
free samples in small paper cups. Giving
potential customers a chance to taste a few
warm, buttery kernels usually encourages
them to buy a box.
Still on the subject of popcorn, many
authorities in the trade suggest displaying
three different sizes of popcorn boxes. The
result is psychological, patrons tending to
buy the middle size whereas they probably
would buy the smaller if only two sizes were
displayed.
Employees should make sales as fast as
possible with a minimum of confusion.
Speed, efficiency and courtesy are essential
requirements for a first-rate concessionaire.
Part of this efficiency is the ability to be
prepared for anticipated sales during show
breaks and intermissions. Other staff members
should be recruited to assist during the
peak concession periods.
The MODERN THEATRE SECTION