> > > >

1950-51 Theatre Catalog, 9th Edition, Page 244 (224)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 244
Page 244

1950-51 Theatre Catalog, 9th Edition, Page 244

Figure 2. COMBINATION SANDWICH UNIT-S have a variety of adaptations to boiling. grilling, toasting. warming and cooking. The variety of applications permits wide patron choice in cooked-to-order meals.

essential fundamentals for any stand in any location.

Compact Arrangement

A glance at Fig. 1 will suffice to show that the stand depicted has a number of advantages. One of these is the fact that there is a minimum of custom-built equipment to hold the investment in line with the anticipated volume of business. The counter equipment used has been time-tested in mass feeding and is designed especially for heavy-duty, shortorder work-the basis of concession operation. Furthermore, the overall arrangement is quite compact, so that the stand takes up relatively little space and requires few clerks to operate it efficiently. Thus, a small initial investment, low overhead, yet highest efiiciency and profits, are possible.

Display of Merchandise

In any type of iiover the counter" selling*and concession operation is selling ethe merchandising of products is of utmost importance. Everything possible must be done to increase the ifper capita" sale. This particular installation is ideal for the display of merchandise, since the products are prepared, displayed, and served entirely in front of the customers, and in the personal contact between the clerks and the customers there is every opportunity to :apply "the power of suggestion." Prop.erly trained clerks may easily suggest different products or larger size pack:ages to boost sales. People like to see prepared the food that they are about to buy and appreciate suggestions from a

friendly clerk, so the drive-in operator should be sure to capitalize on these two prime points.

Selected Menu

If a driveein refreshment stand is to be operated successfully and profitably, the menu must be limited to popular products that are naturally fast sellers in the locality, but yet this bill of fare must be diversified enough to appeal to the customers ideas of what a snack should be. The operator of the stand in question follows this general precept by restricting his line of foodstuffs to those

Figure 3. ROLL WARMERS, in addition to their normal use. can be utilized to keep tasty a supply of advance'prepared sandwiches for rush hours.

which he knows will meet the tastes of his patrons. Normally, it is not wise to consider short orders such as steaks, chops, and the like. It is far better to stay with long-profit items such as hot dogs, tamales, and similar products that may be popular in the particular territory under consideration.

Next to popcorn, the hot dog will probably be the largest seller with the greatest profit. It should, therefore, be given prominence by proclaiming its quality and tastiness; the build-up is bound to result in increased sales. From a volume standpoint, most operators prefer to feature the steamed "dog," which can be prepared 30 minutes in advance and served as required with a minimum of waste. If it is properly cared for, a steamed dog can even be refrigerated and served again the next day with all the original taste and succulence maintained.

In some areas, french fried foods, especially potatoes, are very popular as well as profitable and make a good concession item. Some operators have found other fried specialties, such as shrimp, perch or eat fish sandwiches, onion rings, etc., to be good money-makers. Care must be used here, however, to avoid involvement in troublesome short order problems.


At the far left side of the subject stand, built into the counter and enclosed in glass, is a combination sandwich unit similar to the one shown in Fig. 2. This unit has two griddles for hamburgers, cube steaks, hot dogs, or any other general griddle work. It also has a steamer for steaming hot dogs and tamales, along with a general storage compartment containing a cutting board.

Directly behind this unit are storage cabinets for raw materials, and on the right is located a medium-size refrigerator large enough to handle the storage of meats, cream, etc. Storage space for rolls is situated directly above the refrigerator.

To the right of the refrigerator is a roll warmer for sandwiches prepared in advance similar to that shown in Fig. 3. Next to this is located a combination hot dog steamer and roll warmer (see Fig. 4) from which the customers are served. The combined capacity of the three units is more than enough to handle this station during peak rushes.

The next items on the back bar are the cash register, candy display, and menu. The hot coifee station is situated nearby on the right. In this installation, glass coffee makers are used on a two-burner hot plate, since there is no particularly large demand for coffee in this specific location.

Above the back bar are display shelves for merchandising popcorn or other products. Display racks are also used on the front and back counter for the display of potato chips and other bagged merchandise.

Drink boxes are built into the front counter for the cooling and serving of cold drinks. Only two or three varieties of drinks are handled and are served to customers in paper cups.

Behind the center post is another cash register for the use of the right-hand station, and next to it is another

1950-51 Theatre Catalog, 9th Edition, Page 244