> > > >

1954-55 Theatre Catalog, 12th Edition, Page 423 (385)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 423
Page 423

1954-55 Theatre Catalog, 12th Edition, Page 423


refreshment counter pulls in an additional 26 cents indoors, a whopping 45 cents at'the drive-in.

Beverages ,Popular \

Following closely on the heels of popcorn in customer preference at the refreshment stand come cold drinks. (Hot drinks . . . coffee, hot chocolate, etc. . . . are just beginning to make inroads on the beverage business, particularly in the cooler sections of the country. They are, however, limited almost entirely to the drive-in theatre.)

More than 80 per cent of circuit indoor houses and over 60 per cent of independent operations now sell beverages. Outdoors, the booming beverage business is a rule, with almost 100 per cent of the theatres making drinks available to their customers.

Coca-Cola is by far the most popular beverage offered, appearing as a featured item in more than 50 per cent of all theatres, indoor and out. Root beer is offered in one-third of the houses, and is second favorite. Fruit-flavored carbonated beverages appeal to roughly one-fifth of the customers, and after these come still-water fruit beve'ages, milk drinks and frozen fruit concentrates.

Equipment Important

As indicated earlier, the basic beverage business is done at the refreshment stand, both in the conventional theatre and the drive-in. The multiple-drink cup

DISPENSING equipment should be iced (above) to pre-cool the syrup. Stand manager (below) must see that the oldest dated syrup is used first.


A COURTEOUS, friendly attendant. such as the one seen (above) can help boost sales. Caretul placement of refreshment stand units (below) makes to: more sales of everything at the stand.
1954-55 Theatre Catalog, 12th Edition, Page 423