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1953-54 Theatre Catalog, 11th Edition, Page 394 (356)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 394
Page 394

1953-54 Theatre Catalog, 11th Edition, Page 394

RAMP-BOYS still make money for some drive-ins, selling merchandise among the parked cars. Typical arrangement in cafeteria-style drive-in stand. Notice attractive display of items . self-service ice-cream box. Widearm chairs enable patrons to watch show through open front. Rides for the children. boards for posting of "luck numbers" are parts of refreshment stand merchandising at the alert drive-in.

Statistics indicate that boxes are preferred to bags for popcorn sales at the drive-in. Sixty-nine per cent use this method of packaging. Most popular size is the 10 cent box, offered by 95 per cent of the theatres. Only eight per cent have a 15 cent size, and 23 per cent do big business with a family-sized package selling for 25 cents. Only one size container is offered by 63 per cent of the theatres and two sizes are available in 26 per cent.

As it is in conventional houses, buttercorn is gaining strongly in popularity at the drive-in. Thirty-seven per cent of the theatres now make this item available. It is usually sold through the concession stand rather than at the entrance.

As is true wherever popcorn is sold, the sight, sound, and smell of freshlypopping corn is a great lure to the hungry customer. Perhaps no other item offered by the refreshment stand does as good a job in bringing customers to the counter. Recognition of its value should place popcorn equipment in a key position in the planning of the refreshment operation.

Candy Perhaps because of the wide variety of other items offered at the drive-in

concession, candy does not do the brisk business here it does inside. However, all stands stock candy, and many of them find it among their best sellers. It seems the better part of wisdom, with sales being what they are, to do a cal'ful job in stocking the drive-in candy counter, holding primarily to name brands with known following, and merchandising the counter with advertising and display to the best possible advantage.

Among all theatres reporting sizeable sales of candy, the 10 cent bar is by far the best-selling item. '


As one might expect, beverage sales at the drive-in concession stand keep pace with high popcorn and sandwich sales. Coca-Cola and other cold drinks rate highest in popularity with roughly the same order of preference as shown in indoor houses. Root beer follows Coke in the list of favorites, with fruitflavored carbonated drinks next, and then still-water beverages. Here again the frozen fruit concentrates are showing increasing popularity.

One item that is a standby at the outdoor theatre but practically unheard of in the conventional house is hot coffee. In sections of the country where spring and fall nights are likely to be cool, coffee has been found to sell well, and to spur sales of other merchandise. Hot chocolate has also found a place at the concession counter, being paired with doughnuts in many theatres as an intriguing combination deal.

The size and type of business done by the drive-in concession stand makes it desirable to use the fastest and most effective equipment available in the dispensing of beverages.

Dispensers for Coca-Cola, as an example, deliver 115 drinks of uniform quality to the gallon of syrup, returning a gross profit spread of about four (lollars at five cents per drink. By using a dispenser, the com-cssionaire gains uniform quality in the, drinks he serves. He gets away from the necessity for drawing from more than one tap, and he avoids the danger of fiatness in the. drink from over-stirring. He combines his service operation in one handsome, practical piece of equipment that even the newest employee can ope rate perfectly, and

simplifies his dispensing operation, speeds up service, and, of course, increases his profit.

Multiple-drink dispensers featuring Coke and two or three other beverages also do a good job, and deliver quality drinks.

Ice Cream

Ice cream products are a finatural" for outdoor selling in the hot weather months, and do well in the drive-in concession stand. Most popular items are chocolate-covered bars, sandwiches, fruit sherbets on sticks, and snow cones. Snow cones particularly have caught the fancy of the younger set, and are fast sellers in recent years. Frozen custard is a virtual newcomer to the field, and re quires special equipment to serve, but is still enjoying widespread popularity.

Ice cream sales are made from conventional freezers in the case of most counter and station types of operation. They are made from self-service units in the cafeteria system. Some of the theatres using ramp boys for in-car sales find ice cream items profitable in this type of selling, also.

PROPER temperature is important in the service of beverages. Coca-Cola, soit drinks. fruit iuices should be served ice-cold. By contrast coffee, chocolate must be dispensed piping hot.

1953-54 Theatre Catalog, 11th Edition, Page 394