The Concession Difference

When I operated a drive-in, the first thing I would do is inspect my concession stand/projection booth and the second thing I would do is start making popcorn. I was taught most of my concession knowledge by my mentor Buck Kolkmeyer. Buck drilled  into me that when making popcorn first put in your popcorn, then follow with a large scoop of coconut oil. The coconut oil would quickly transform from solid to liquid. Each kernel was met by a tsunami of oil as it melted, the turning blades of the popcorn kettle ensuring an even cook. I would wait ten seconds then put in the Flavicol, a buttery salt, that combined with the coconut oil would elevate exploded popcorn kernels into an amazing taste treat. I would listen to the heightening of the oil and then would keep an ear out for the first explosion of a kernel.

 I bought all my popcorn from a local farmer, who kept a close eye on the moisture level of the kernel. The moisture level, if right, could guarantee a great result. If the outer shell of the kernel has a moisture level between 14-20 percent, then as the kernel is heated the resulting steam builds up until it explodes. The result is a white fluffy morsel that is anywhere between 20 and 50 times its original size. If it has a lower moisture level then the kernel will end up being a dud.

 A concession stand is the heart and soul of anything theater. Every operator knows that theaters rise and fall by the sales generated at the concession stand. During this pandemic, it is becoming more and more apparent that theaters must begin to re-invent themselves. It is imperative that an operator brings imagination and diversity to both their programming and their concession offerings.

 Let’s face it, concession foods have a lower acquisition cost, giving you, the theater owner, greater flexibility in pricing. Most average profit margins can be 70% or higher. It has always baffled me that theaters would run to a dinner and movie concept when the margins at best were 11%. I will make the argument that thought out and well-run concession stands do much more than any dining experience.

 A stellar concession stand can;

 ·      Encourage Attendance – Food is an attraction that brings people together, helping to keep attendance numbers up with increased variety and convenience to help draw in the public.

 ·      Improve Stay Duration – If you offer a wider variety of offerings, then patrons will come earlier and stay longer at your theater, and the money they would have spent going through the drive-through at a local McDonalds' will now be in your pocket. This is a huge draw for families with children.

 ·      Attract Key Demographics – The Millennial generation is drawn to experiences that incorporate both food and entertainment. You can further locally build on this behavior by utilizing social media to share info about your concession offerings. I contend that it has less to do with the movie than it does the experience.

 ·      Generate Word of Mouth – Did you know that proactive concessions can increase positive referrals from your customers? When you pair quality service with excellent concession selection, customers become more likely to share their experiences with others.

 ·      Be the Place Where People Can Gather – People are looking for food and entertainment. A well thought and expansive concession program gives you an advantage in meeting the needs of these groups of folks.

 The first thing I do when I first visit a drive-in or a movie theater is to visit the concession stand. The concession stand is a mirror on the imagination and dedication of the operator. There are certain things that if I see, I know the operator is really engaged. As I have mentioned, I was a fan of Michigan theater operator Joe Chabot, his implementation of a bulk candy operation and his self-serve popcorn designs were both thoughtful and cutting edge. Joe knew the power of diversity, choice, and depth of offerings. He was a master of building customer satisfaction

 Hardtop theaters can take a deep lesson from drive-ins who are heads and tails above with their offering. Drive-ins frequently offer burgers, fried chicken, pulled pork sandwiches, Philly Cheese Steak, and a more than high margin, Churros. All this is served from the concession stand without the overhead of serving staff.

 I always made sure that I was offering retro and cutting edge candies, keeping a close eye on a balance between sweet and sour, and of course I always put a large bottle of dill pickles at the cash register. I always sold at least 50 a night. I sold the pickles for a dollar apiece…but my cost was $4.25 for 25 pickles. This represented a 600% markup.

 We need to re-define our experience, we need to redefine this business….we need to save this business.