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1954-55 Theatre Catalog, 12th Edition, Page 426 (388)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 426
Page 426

1954-55 Theatre Catalog, 12th Edition, Page 426

ATTRACTIVE outside display material beckons


Proper merchandising of beverages also stands to increase their sale at the refreshment stand. Many of the larger suppliers (such as The Coca-Cola Company) furnish, free of charge, elaborate promotional material running from film intermission trailers-to display pieces

the drive-in customer to the concession stand where he should find a variety oi loads and beverages.

-to reminder signs. Attendants add a great deal to the promotion of certain items by suggesting them to customers. And in many instances simple placement of beverage dispensing equipment in close proximity to hot dog grill or

popcorn machine increases the sale of 'both items.

A WELL merchandised snack bar lures the hungry drivedn theatre customer to spend more money, Merchandise should be well-displayed. attractively advertised so the patron may see what he wants.

The sales ability of beverages should not be underestimated. since. next to popcorn. drinks are the most popular item in the concessionaires line.

Stock and Storage

Many operators order and take delivery of beverage syrups in large quantities on the theory that slight savings thus effected make the practice desirable. This is definitely not the case. Beverage syrups should be bought a weeks supply at a time, on the same (lay every week. Like other fine food products, syrups should be protected against the natural hazards of heat and storage. For that reason, and to insure top quality drinks at all times, a weeks purchase at a time is highly desirable.

When delivered to the theatre, beverage syrups should be stored in a clean, dry place away from hot-water pipes, steam lines, etc. It is recommended that syrup bearing the oldest date of manufacture be placed to the front of the storage bins or shelves, so that it will be used first, In this way, freshness of the syrup and of the drink dispensed to the customer is guaranteed.

The Profit Story

Properly stocked, properly stored. properly priced and properly promoted, "the beverage" can play an important part in the financial life of the alert exhibitor. His patrons have proven on past performance that they want refreshment with their entertainment. The average theatre in the United States does more than 500 gallons of business a year at the beverage counter. Figured on the rate of return given him by Coca-Cola, the profit from beverages alone comes to $2,000 a year for the concession operator!

If he sticks to top-quality products

. products nationally advertised. nationally known, nationally preferred . . . the job of turning stock into profit becomes a simple one for the theatre man with money on his mind.

1954-55 Theatre Catalog, 12th Edition, Page 426