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1953-54 Theatre Catalog, 11th Edition, Page 398 (360)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 398
Page 398

1953-54 Theatre Catalog, 11th Edition, Page 398

tive and modern equipment, and store the products so that they are in perfect condition. Despite these things, however, it is not getting the volume of sales it should. The answer may very well be found in the appearance of the attendant. In the Gilbert and Sullivan work, "The Sorcereer there is a line that reads, Hbeauty will fade and perish, but personal cleanliness is practically undying, for it can be renewed whenever it discovers symptoms of decay." Those words could have been penned as sage advice to the operators and attendants of a stand.

The principle of cleanliness applies to everyone and everything connected with the extra profits operation of a theatre. To bring this forcibly to the attention of the readers of THEATRE CATALOG, the editors sent a photographer to New York City, where at the Avalon, Brooklyn, with the assistance of the coopera< tive management, the accompanying photos were taken.

A STRAY HAIR in tood could mean a lost cus tomer. and uncombed hair could mean much

fewer customers at the counter. Miss Aleese combs her hair before serving patrons.

Customers of the candy counter of the Brooklyn house couldnlt help being impressed with the personal appearance of the attendant. Both she and the management are aware that the well-groomed look is a must for food dispensers and a key to a successful stand.

Returning to the psychology of the buyer once more, a stand presided over by an attendant attractively groomed and with a quick pleasant smile, is often the most effective sales argument that can be presented. To accomplish this, the attendant need do nothing more than pay strict attention to the generally ac-cepted standards of personal cleanliness.

Personal Cleanliness

Fully realizing the value of this, the management of the Avalon has developed 2L routine that encompasses the principle of cleanliness. Before going on duty our attendant sees to it that she has not overlooked any of the four ftniusts" for the food dispenser.

1. Well Washed HandseThorough soaping and plenty of hot water should

be used. No customer wishes to be served by someone whose hands or finger nails are not clean or tidy.

2. Neat HaireWhile being fashionable, the attendants hair-do should be neat and in place at all times while on duty. A stray hair in food often means

CLEAN NAILS is another must, for nothing spoils a customer's appetite like dirty nails. Miss Aleese makes sure that her nails are attractive, another step to achieve complete satisfaction.



the loss of a customer. This point may be summed up by saying that loose hairs may mean lost sales.

3. Spotless UniformewWhile it is not a must, it has been generally accepted that a uniformed attendant is definitely a sales factor, and would be worth the added effort and expense. However,

FIRST STEP for Miss Aleese in readying herseli is a thorough washing oi the hands. Using plenty of soap and hot water. the attractive candy girl safeguards the customer's health.

whether garbcd in a uniform or a simple dress, the attendant should see to it that her outfit is free of stains and tears. A spotted outfit often results in spotty sales.

4. Clean Face*Regardless of the attendants personal opinions about lip rouge and makeup, she should moderate

PEOPLE WHO BUY at the candy stand always tind Miss Aleese in a clean uniform, tor part of her extensive preparation includes checking the outfit for spots. tears. or any ragged edges.

their use while on duty. Customersi appetites seems to perk up when confronted with the well-scrubbed, wholesome face, as opposed to one that is heavily made up. Extra make-up decreases extra profits.

Carelessness, or disregard for these simple rules usually means both a loss in profits and prestige.

The term extra profits should also bring to mind extra efforts. No businessman has the right to expect his earnings to increase without his doing something to bring it about. With the constant improvement in products and equipment, the candy counter of a theatre should be a healthy and growing source of income. In the dust raised by the flood of new gadgets and items, the exhibitor may show a tendency to overlook some of the fundamentals, such as proper appearance. However, even a fine diamond loses much of its attraction if it is placed in a shoddy setting. Always strive to keep up with the times, but also pay attention to the basic principles-sand Cleanliness Is The First Principle.

IT IS ALMOST time to go to work. so Miss Aleese makes a complete final check to be sure at a neat appearance. a clean. straight unitorm. wellwashod hands. and hair that is well-groomed.

1953-54 Theatre Catalog, 11th Edition, Page 398