> > > >

1950-51 Theatre Catalog, 9th Edition, Page 248 (228)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 248
Page 248

1950-51 Theatre Catalog, 9th Edition, Page 248

EXTERIOR OF THE QUINTREE DRIVE-IN cafeteria stand is modern and inviting with a wide use of clear glass doors. Situated at ramps number eight and nine it is handy to the service 0! all patrons of the 14 ramp theatre. The building itsell is roughly 50 feet square and in addition to the refreshment facilities contains the manager's office. storage room. and men's and ladies' rooms with entirely separate entrances. All lighting in the refreshment areas is indirect. while strip lighting backs the sign sections. Here is both the equipment. the layout. and the architecture which might grace a main stem location.

alternatives have their perhaps more costly drawbacks. First of all, there is the complete-station set-up with a full set of equipment at each station. Thus, if there are six stations, six sets of equipment are required. This factor obviously makes a cafeteria system less expensive to equip.

Secondly, there is the single-station system, whereby sales are made and money collected for popcorn at one part of the counter, drinks at another part, candy at a third part, ice cream at a fourth, etc. Equipment costs are approximately the same as those for the cafeteria type, but the system itself is quite confusing, slow-operating, and does considerably less business.

Finally, monev control through cash

registers can be effected far better under a cafeteria system than under either a complete or split-station set-up in which each attendant collects funds at the point of sale.

Payroll Expenses

As far as basic payroll (regular help) expenses are concerned, a cafeteria system may not necessarily cost less to operate, but it should be remembered, as pointed out previously, that it is possible to use a good many serving personnel who are unskilled and can be borrowed from other parts of the theatre.

The cashier, of course, must be a skilled person and paid standard rates. Likewise, the wages of food preparation help are approximately the same under

PLOT PLAN No. 2 shows a typical 4-lane U-shaped cafeteria arrangement. Note that each service lane is a complete unit With spillable drinks continuing to be the last item to be placed on the patron's tray. The center island provides an etiicient storage and working area. and the kitchen can be glassed in to protect patrons from the cooking odors and still impress them with its orderly cleanliness. Again emphasizing the separation of food preparation from toad service, ample standee areas are provided outside ot the caieteria lanes with no effort made to regiment entrance to or exit from the building itself.

any system. If the operator wants to staff his cafeteria with fulLtime personnel for peaks, he cannot save any money over any system. However, a properly operated cafeteria system has a skeleton payroll of regular workers who are skilled and uses unskilled employees from the rest of the theatre as servers.

Space Requirements

It is important to realize that a cafeteria system will not necessarily occupy less space than a station system one. As a matter of fact, a cafeteria system properly laid out and properly executed should use more space to get its maximum effectiveness. However, oftentimes in small theatres it is possible to set up a much more efficient cafeteria system in the smaller spaces than could possibly be achieved with the station system. For example, a 30' counter will suffice for a two-lane cafeteria that can serve almost as many people as a 50/ twoelane cafeteria. Of course, it is not possible to obtain as much flexibility and mobility for change to introduce new items.

It is extremely difiicult to present innovations without adequate space and plenty of room behind the counter for the personnel to move in. Speed, efficiency, and good operation are the prime objectives to be sought always.

Drawing Power

While it is true that a good-looking, well-run refreshment stand which serves high quality products at a competitive price is definitely an asset to any theatre, it cannot seriously he stated that a prospective patron would consider theatre ttXli over theatre tthl because theatre 'tXll had a better refreshment stand. In the final analysis, the picture playing and the general operation of the theatre are the most important factors in bringing people to it.

However, once the patrons are in the theatre, there is an opportunity to do a large amount of refreshment business with them-roughly over 50% of the gross receipts. A well-operated refreshe ment stand will be particularly attractive to parents who are constantly badgered by children for food because they are anxious not only to see it tastefully presented, but also to watch it served in an etiicient fashion so that they may return to their cars as soon as possible.

Importance of Good Management

Operating the refreshment area of a drive-in theatre is not like running the candy, popcorn, and ice cream stand in a roofed house; the latter is far simpler.

Skilled food service is an art which requires time, thought, and effort. If the drive-in operator is prepared as an individual to give his refreshment stand the attention it deserves in the light of its important role in the overall profit picture, then he can consider operating it himself. However, if he cannot give it the attention it merits, he should let someone experienced in food service operate the stand for him. Experienced food service managers with trained personnel who know all of the short cuts and have taken the trouble to train their help can quite often operate a refreshment stand far more efficiently

than the drive-in owner could hope to

operate it.

1950-51 Theatre Catalog, 9th Edition, Page 248