The Perplexing Popcorn Payment Problem
Written by Evan SchumanThe CIO of the nation's largest movie theater chain struggles with how to push 500 popcorn-popping patrons through the refreshment stand before their movies start. For David King, CIO of the $2.7 billion Regal Entertainment Group with theaters in 40 states, the challenge is a combination of arithmetic and consumer incentives.
Beyond staggering movie start times and trying to get people to arrive earlier, King's non-technology options are limited. Among some of the options is stealing some ideas from sports arenas. "We're even going to be experimenting with some things that are ballpark-like where people will take orders in the auditoriums and have food and refreshments delivered to them," King said. "In a variation on that, we're looking at something called hawking, which is like the guys who walk up and down aisles in a ballpark with Cokes and a tray that has a strap around their neck and they sell Cokes out of the tray to the patrons."
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6 Comments | Read The Perplexing Popcorn Payment Problem
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-Ed
September 19th, 2006 at 10:05 am
In regards to the movie theater payment issue, it seems to me that many, if not most, would be happy to pay an extra three or four dollars at the ticket window and simply include the cost of food in the ticket price. Using a very simple RFID system, a ticket could be issued that gives the customer access to popcorn and drinks for a two hour period by simply swiping the ticket at a reader at the concession stand that lights green for good and red for bad. when the worker sees green, she hands over the food. If you didn’t want food, then you get a traditional paper ticket or a different RFID ticket and don’t pay the extra $4.00.
Just my 2 cents.
September 19th, 2006 at 12:04 pm
You only need to eliminate half the line. Sell your Special movie tickets with Popcorn and Coke only. This can be part of the admission, or as a separate ticket (maybe even a discount for early purchase). When the customer shows their ticket as they enter to go to the movie, the popcorn and coke should be readily available. Anyone else will have to stand in line for hotdogs, candy, etc.
September 19th, 2006 at 3:22 pm
You need to do what other movie theatre chains are now doing, changing to a service that allows you to sit down and watch the movie while you eat. Cinimaplexs are now putting tables into the theatres allowing a server to come and take your order. No lines, no hassle. I know, we have just installed one of our server notification systems into a cinimaplex allowing the servers to look at a LCD monitor showing the layout of each theatre and each person who is requesting service. The system even includes a manager pager, which will go off if some one is not serviced within reasonable time.
September 19th, 2006 at 7:46 pm
I find it intereresting that movie theater concession stand can’t keep up with the flow of people.
I have to ask, when have you seen more than 4 lines open on a busy night?
Would it not make sense for the concession stands to be fully staffed? The Movie theater I go to is in Orland Park, IL and I’ve never seen it staffed more than 50% of capacity. They just don’t get it…Customer service is the #1 priority. I mean you have to give the customer some sort of value, i.e. good service. What you get at most theaters, are kids not caring and the theaters are charging more and more for tickets and candy.
a box of dots costs around $0.58/ea and they charge $3.50/ea do the math!
John
September 25th, 2006 at 5:43 am
Thanks for another excellent story Evan. Most of the comments on this are spot on too. If Regal is intent on ‘selling’ popcorn, let them make sure they staff the counters properly, or indeed deliver to your seat. Somehow this all seems beside the point, though. As you so rightly point out, going to the movies is an experience and one poorly served by most movie theatres. The challenge is to create an environment in which customers feel they are part of the ‘movie-going-experience’. Food and drink distribution will follow as a logical consequence of the designed experience.
Frank
September 26th, 2006 at 8:33 am
Evan:
Fantastic story. I was at my local Regal (Chesapeake VA) last night and noted a few items during my Popcorn Transaction. My observation has been that the money transaction does not take as long as King might think. I have noticed (at this Theater) that there is “wasted motion.” Countless times, I have observed how far a CSR has to go just to fill your order. The Drinks are the quickest because the dispensers are typically next to the register. However, if they are only running one popcorn machine, the employee has to walk to the machine to fill the order. If you are going to a kids movie, expect delays due to the Kids Meal item. The kids meal is a drink, popcorn, candy and a box. The box is assembled at the time of order. These boxes could be pre-assembled (in the case where there is not a choice of candy, that could also be pre-packaged. During High Volume, the person taking the order should not be the person filling the whole order, just the drinks, make the payment (perhaps, if the counters were redesigned, the order would be done ala Burger King. You make your order, then you slide down several spots to receive your order). The Regal that I go to use to have dual concession stands that face each other. They have since closed it in (my guess is due to the lobby size and people queuing to get into their movie). And finally, they have a remote concession stand that, in the 10 years that I have been going to this theater, I have never seen used once.
My “beef” with the Cinema industry really has to do with the pricing of the concessions. It only adds insult to injury that when we do get to the theater early, we have to watch a 20 minute pre-show chock full of advertisements – at that point we are a captured audience. But of course, I realize that concessions are the golden calf.
Anyways, that’s my observations. Enjoyed your article!