> > > >

1954-55 Theatre Catalog, 12th Edition, Page 429 (391)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 429
Page 429

1954-55 Theatre Catalog, 12th Edition, Page 429

H mar 53 w vow mm! 1 as (us Who or anal

INTERESTING display in lobby ol Orpheum. Moose Jaw. Saskatchewan. helps to sell popcorn.

what is expected of your refreshment unit.

First, lets take courtesy.

All of us like to be waited on by a courteous sales person. Itls that pleasant smile and welcoming tiMay I help you" that paves the way for a pleasant purchase. For the undecided, a tactful supgestion is never resented, and is in a great many cases the small extra effort that goes to build up additional sales volume. Then, upon conclusion of a purchase, donit we all like to hear a pleasant uthank you"? It costs nothing, and yet imparts a finishing touch to our small transaction. It leaves the purchaser and the seller as well a little bit better off mentally in having been in momentary contact. Certainly, these little pleasantries go to make up a smooth and efIicient sales organization, and I assure you that these little amenities not only are warmly welcomed by your patrons at the refreshment stand, they would be equally welcome at your front door, where the cashier sells the ticket, and when your ticket taker collects it. These little things are so strangely missing in our business world of today. Where the policy of appreciating your customer is carried out, it is so noticeable as to create untold good will.

Cleanliness and neatness come next in our program of merchandisingr concessions. For we are selling goods that are to be eaten and consumed by the public. All of us like to go into a restaurant where we find sparkling silverware and glassware, and where the tablecloth is just freshly laundered. It paves the way for the enjoyment of our meal. Our refreshment stands are much the same way, for when we serve a customer candy, popcorn, or ice cream, he cannot help but feel a little more at ease and a little more pleased when he buys from a stand that is neat and sparkling and clean. This goes not only for the equipment itself but for the sales people, as well. Proper supervision directs these girls to have their hair neatly combed and in place with a hair net, to have a freshly laundered uniform, to have their nails clean and neat. All of the many items that go to make up a neat and attractive person, which, taken together with a neat and attractive stand, invites patronage, and assures receiving firstclass merchandise from a clean, neat, orderly, and sanitary kitchen.


Proper stocking of our refreshment stands is an important item. For nothing quite whets the appetite like a large mound of foodstuffs from which we are going to buy. A huge pile of fresh crunchy popcorn looks so inviting. When you contrast that thought with a few kernels of popcorn in the bottom of an empty warmer that might be the leftovers from the day before or the last of the heap, there can be no choice in our minds but to serve our customers from the heaped up, full warmer. The same thing applies to candy in the candy case. It is important that we keep it full, and that we display' on top of the candy case additional items that we wish to promote, a big mound of them so that the customer knows that it is fresh stock (which, as you and I know, it always is). If we let it dwindle down to the bottom, the customer feels that he is buying stale merchandise, and he isnlt so inclined to make that extra purchase that we are looking for.



ANOTHER display item that pays off is this animated circus poster from Nestles Chocolate.

Harmony in the theatre is a necessary part of our operation. The salesgirl at the candy stand should make it her business to get along with everyone in the theatre, the doorman, and the manager working together as a team, they can go much further, and certainly any cooperation that one is able to give the other will make for better relations all around, particularly when it comes to the planning for the opening of the stand.

Be sure the girl is in ahead of time, and have the stand well stocked, clean, and neat, and also for intermissions be sure that the girl is forewarned when one is coming up so that she can be prepared to handle the crowd at closing times or when there is a special show.

All of those things will help to pick up extra and additional sales that are so necessary to keep up volume and profit.

Last, but not least, we can profitably talk about salesmanship, the one commodity that even though we use it over and over again, it tends to improve with each sale. It doesnlt tarnish or disappear. It acts as a catalyst to our business, much like the chemicals that are used in the

SPOTLESS stockroom 01 Strand, Milwaukee. with stock arranged for easy rotation to insure against spoilage, reflects the care that pays oi! in satisfied customers and increased income.

1954-55 Theatre Catalog, 12th Edition, Page 429