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1953-54 Theatre Catalog, 11th Edition, Page 396 (358)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 396
Page 396

1953-54 Theatre Catalog, 11th Edition, Page 396

Cleanliness Is the First Principle

Profitable Refreshment selling Calls For Well Groomed Attendants, Spotless Stands

"Pleasing ware is half soldX' The words of this ancient proverb are as true today as they were when coined hundreds of years ago. For even in the days when merchant-farmers would crowd the open markets with their goods, the same reasoning that caused the public to buy from one stand and not the other, is still in use. Times may change, but the basic appeals that cause one to make a purchase are timeless. Perhaps the most fundamental appeal of all is cleanliness.

A vital factor in keeping the financial complexion of a theatre a shiny black, as opposed to a sometimes fatal shade of red, is the extra profits activities. Recognizing the importance of the candy, popcorn, soft drink or ice cream stand, it is almost axiomatic that everything be done to increase its sales potential. The principle that a stand should be kept clean and attractive is so simple that there is sometimes a tendency to take it for granted, and become a bit lax. However, no matter what the size of the town or theatre, an attractive clean stand has a direct effect on sales, and should be maintained at all times.

When a customer enters a theatre and finds some litter on the lobby iioor, or even a bit of dust around he might resent it and grumble a bit. Chances are, however, it will not mean that he will stop patronizing the place. But let this same customer step up to the refreshment bar and make a purchase, only to find it unclean, melted or having an odor, there is every reason to expect that his contribution to the extra profits of that theatre will come to an abrupt halt. For while people might overlook carelessness in certain things, they will not tolerate it in something intended for their stomachs. The customer has every right to expect his candy or popcorn to be fresh and sanitary.

Rules for Storage

Since most items sold at a candy counter are of a perishable nature, a number of precautions must be taken. One of the major considerations is proper storage. You might purchase the finest products money can buy, but if you allow them to spoil because of improper storage facilities you face both a loss in reputation and sales. Although each individual theatre has problems peculiar to itself, there are a few general rules which should be obserVed.

When storing merchandise it should be in a room that is Clean and completely free of vermin. Care must be taken that confections are not placed close to other items that have a strong odor. Chocolate, in particular, has a tendency to absorb these odors. Thus it is important that the storage facilities are large enough for the proper placing of merchandise. An overcrowded storage

room leaves the way open for vermin and the waste resulting from crushed boxes.

As it is with most things, extremes are never very satisfactory. Therefore, while overcrowding, either on the stand or in the storage room, is incorrect, it is just as wrong not to have a proper supply on hand at all times.

Stock Control

The manager.should always have a method of knowing what products are not moving. When stock is delivered the

BRIEF: The cardinal rule for the operation of a refreshment stand is that cleanliness must be maintained at all times . . . This applies not only to the stand itself . . . but to the personal grooming of attendants, storage of supplies, and the immediate surroundings. While the following recommendations for the proper operation of refreshment smnds may seem obvious . . . there is often a tendency to take them for granted . . . and profit-killing laxity results. Extra profits call for extra efforts . . . and increased attention to the fundamentals of good refreshment sland'operation will pay of in a higher volume of confection sales.


cases should be dated and arranged in such an order that the older merchandise is used first. An item that does not sell has a number of disadvantages, in addition to the obvious one of not making money. Returning to our principle of cleanliness, a display of merchandise that does not move soon become drab and unappealing. This tends to give the entire stand a less wholesome and attractive appearance, and decreases the desire to buy. It is important to keep the psychology of the buyer in mind.


satisfied customers who cleanliness.

Refreshment bar items may be healthful, but they are not a vital or necessary part of the diet. For this reason the average customer must be persuaded to make his purchase, and often the slightest inconvenience or discomfort will steer him away. If he is confronted with a spotless stand, and the items displayed in a fashion that creates a feeling of quality and wholesomeness, the passerby is on his way to becoming a customer. Being aware of this it is often wiser to throw out a product that doesn't sell and accept the loss, rather than keep it in valuable space that could be used much more profitably.

The problem of temperature is another which plays a leading role in determining whether or not the refresh. ment counter will live up to its purpose of extra profits. Although there is no generally accepted "correct" temperature, it is agreed that most types of candies may be stored safely for short periods of time within the range of from 600 to 702 With this temperature 'the relative humidity should be about 55 per cent.

Air Conditioned Storage

The theatre that is air conditioned the year round and the one that is not so equipped face different problems. Nonair conditioned houses usually use a cold room to store and preserve items to go on the stand. There are opposing views as to which method is the most efficient. Those who favor the air conditioned room declare that chocolates kept in a refrigerated room, which is kept at anywhere from 380 to 600, show a tendency to turn white when placed on the stand. They are of the opinion that when candy is taken from the air conditioned room, which is kept at a temperature of 680 to 760, it is in good condition and is not affected when placed in the warmer temperatures of the stand.

Refrigerated Storage

Those favoring refrigerated storage have a number of strong arguments to back up their views. According to a scientific test it was determined that a temperature of 500 or lower prevents insect infestation during long term storage. Some other benefits claimed for the cold room are that the original odors and colors tend to be more stable at lower temperatures. Since the cold increases the firmness there is less chance of crushing or bruising during handling. Many candies have a slower rate of staling at the lower temperatures. Just which school of thought the individual theatreman will subscribe to will probably be determined by his personal experiences and the equipment available to him.

A theatre may have a refreshment bar that is properly located, have attrac THEATRE CATALOG 1953-54
1953-54 Theatre Catalog, 11th Edition, Page 396