CONCESSION PER CAPITA!

As a manager its one of my toughest puzzles to solve. What are some recommendations for raising a p/c? I operate the only movie theater in the same town as Purdue University, and well, college kids don't want to spend too much money (its rather annoying, you know?). They're not in to any suggestive selling that you throw at them. My prices, are "average". We vary from 0.95 to 2.00 in candy, and our popcorn and drink prices aren't bad. We also feature "Reel Deals".

Some may not think a 1.7 p/c is bad, however, it is the lowest in my chain (Goodrich).

What are some of the secrets to the successes so to speak?

Thanks

Customers will pass on the stand if they see the line is long. Make sure you don't have two big movies starting at the same time and spread everything out well. Also, staff intelligently. I've seen theaters with 8 concessionists on a Wednesday night and 12 on the weekend! Something just doesn't add up there...and they wonder why their per cap is better on the weekdays. They could run with 6 concessionists during the weekdays and have 17 on the weekend while spending the SAME amount in payroll. Makes me want to go up to the manager and, well...I shouldn't say.

Another great selling tip is to pop DURING THE RUSHES. The smell of popcorn does wonders for boosting sales. Also, don't be stingy with the oil! I found if I boosted the "recommended amount" of oil just a tad, the popcorn tasted FAR better and customers knew it (of course, no one could figure out why our popcorn was the best in town). There's nothing worse than old, stale and tasteless popcorn.

On drinks, my biggest pet peeve is people NOT FILLING THE CUP! Sure it's full when they pull it away from the nozzle, but wait 15 seconds and pop that lid off and suddenly you realize you paid for a large, but only got a medium. That definitely turns people off. Coke and popcorn are the two highest profit items in the stand. Go ahead and fill 'em to the brim. It's more appetizing as customers see others leaving the stand with something that not only looks good, but has the smell in the air.

(By the way, for "stations"...always fill the drinks first, get the popcorn and other goodies, then return to "top off" the drinks. It saves the most time if done in that order and speeds up the line.)

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A $2.23 per-cap achieved by selling popcorn, candy and soda is excellent! We all know what these items cost us as raw materials. They are fairly durable so spoilage is not an issue.

If you throw expanded food items into the mix (I'll use cheese sticks w/cocktail sauce as an example) you WILL increase your per-cap. However, you will also increase your food cost which will ultimately have to be subtracted from your bottom line.

Were we to use normal theatre concession mark-ups we would have to price such an item at about $10.00 (LOL).

It is a good thing to offer alternative concession choices to customers (our cheese sticks are $2.25).

In the end, we must remember that the cheese stick purchaser probably didn't buy any popcorn (increased food cost for the same amount that the theatre received).

Who knows? Maybe the cheese stick lovers wouldn't buy anything at all if the cheese sticks were not offered. All I know is that I can't enjoy all the latest developments in film presentation unless I am munching on SOMETHING!

Expanded concession offerings "could" make the difference as to whether your theatre is chosen over another. More likely, it is the fact that you didn't skimp in the projection booth.

It really does not matter what you sell. Unless someone wants to see a movie, they are not likely to be taking the family out to dinner at the theatre.

Concession items should be as diverse as possible without impeeding the two most important virtues of a concession stand.

Quality and SPEED!!!

Did I mention speed? Oh, I did... okay.

If you offer a quality cut prime rib steak, cooked to medium-well perfection, customers WILL want it. They will just want it RIGHT NOW!! (LOL)

(Um, this is why we don't offer it)

Call me old fashioned, but grab your fresh popcorn, a ten gallon soda, maybe some Gummy Bears, and step into the next room (the one with the huge screen).

Yeah, we charged you too much for your snacks, but just look at what we bought with the money!

...and listen too!

Russ

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