Station System Refreshment Vending

The "station system" of concession operation is one in which the customer is generally served all merchandise and money collected for his purchases at one point of sale; in most cases, at least some of the food is prepared at this same point.

A TYPICAL STATION SYSTEM
In order to give a complete understanding of the layout, function, and operating efficiencies to be sought in a profitable station system, refer to the photo of a refreshment stand in a 500-car Mid-Western drive-in.

While this particular stand combines all of the basic requirements for sound and profitable operation which must be incorporated into any concession area that purports to be successful, peculiarities and conditions of different localities will, of course, necessitate variation in detail in other stands. This single example does, however, contain the essential fundamentals for any stand in any location.

COMPACT ARRANGEMENT
A glance at the photo will suffice to show that the stand has a number of advantages. One of these is the fact that there is a minimum of custom-built equipment to hold the investment in line with the anticipated volume of business. The counter equipment used has been time-tested in mass feeding and is designed especially for heavy-duty work. Furthermore, the overall arrangement is quite compact, so that the stand thkes up relatively little space and requires few clerks to operate it efficiently. Thus, a small initial investment, low overhead, and high profits, are possible.

DISPLAY OF MERCHANDISE
In any type of "over the counter" selling--and concession operation is selling--the merchandising of products is of utmost importance. Everything possible must be done to increase the per capita sale. The station system is ideal for the display of merchandise, since the products are prepared, displayed, and served entirely in front of the customers, and in the personal contact between the clerks and the customers there is every opportunity to apply the "power of suggestion." Properly trained clerks may easily suggest different products or larger size packages to boost sales. People like to see prepared the food that they are about to buy and appreciate suggestions from a friendly clerk, so the drive-in operator should be sure to capitalize on these two prime points.

SELECTED MENU
If a drive-in refreshment stand is to be operated successfully and profitably, the menu must be limited to popular products that are naturally fast sellers in the locality, but yet this bill of fare must be diversified enough to appeal to the customers' ideas of what a snack should be. Restrict the line of foodstuffs to those which will meet the tastes of the patrons. Normally, it is not wise to consider short orders such as steaks, chops, and the like. It is far better to stay with long-profit items such as hot dogs, nachos, and similar products that may be popular in the particular territory under consideration.

Next to popcorn, the hot dog will probably be the largest seller with the greatest profit. It should, therefore, be given prominence by proclaiming its quality and tastiness; the build-up is bound to result in increased sales. From a volume standpoint, most operators prefer to feature the steamed dog, which can be prepared in advance and served as required with a minimum of waste.

In some areas, french fried foods, especially potatoes, are very popular as well as profitable and make a good concession item. Some operators have found other fried specialties, such as shrimp, perch or cat fish sandwiches, onion rings, etc., to be good money amkers. Care must be used here, however, to avoid involvement in troublesome short order problems.

EQUIPMENT
At the far left side of the photo, built into the counter and enclosed in glass, is a combination sandwich unit. This has two griddles for hamburgers, cube steaks, hot dogs, or any other general griddle work. It also has a steamer for steaming hot dogs and tamales, along with a general storage compartment containing a cutting board.

Directly behind this unit are storage cabinets for raw materials, and on the right is located a medium-size refrigerator large enough to handle the storage of meats, etc. Storage space for rolls is situated directly above the refrigerator.

To the right of the refrigerator is a roll warmer for sandwiches prepared in advance. Next to this is a combination hot dog steamer and roll warmer from which the customer are served. The combined capacity of the three units is more than enough to handle this station during peak rushes.

The next items on the back bar are the cash register, candy display, and menu. The coffee station is situated nearby on the right. In this installation, minimal coffee-preparing apparatus is used, since there is no particularly large demand for coffee in this specific location.

Above the back bar are display shelves for merchandising popcorn or other products. Display racks are also used on the front and back counter for the display of potato chips and other bagged merchandise.

Drink dispensing equipment is installed in the front counter. Only two or three varieties of drinks are handled and are served to customers in paper cups.

Behind the center post is another cash register for the use of the right-hand station, and next to it is another roll warmer and combination hot dog steamer and bun warmer. The deep fat fryer, in which french fries and onion rings are prepared, is located at the right. As a general rule, a counter model fryer is used in operations of this type, but there are a variety of floor models available on the market also.

The right half of this two-station stand (one station will normally handle about 250 cars) is similar to the left side with the display above the back bar and the drink cabinets built into the front counter.

The popcorn machine is situated at the extreme right of the stand.

Condiment stations are located at the front of the stand. The general flow of traffic is not interrupted, and yet there is capacity enough to handle all the customers. Waste receptacles are also located at these same positions.

SUMMARY
A compact overall layout and a practical equipment installation scheme are absolute essentials to the station system of concession stand operation. In view of the fact that each attendant is called upon to handle several varieties of foodstuffs, merchandise should be readily accessible to each individual station, so that employees are not compelled to waste precious time running from one end of the stand to the other to fill orders.

For example, hot dogs steamers and coffee brewers should be within easy reach of each station attendant so that he may serve these commodities in as rapid a fashion as possible. Nevertheless, while maximum compactness should be sought in any refreshment stand plan, ample working room must be allowed, lest personnel efficiency be hampered by crowded quarters.

Equally, if not more, important in the successful operation of a station system type of refreshment stand is the staff. Since this kind of vending is primarily based on individual service with a far-reaching degree of responsibility bestowed on each attendant, the importance of the human element can never be discounted under any circumstances.

Inasmuch as every employee must, in the majority of cases, perform the multiple tasks of food preparation, service, and collection of funds, it is imperative that he or she be highly skilled and completely trustworthy. In addition, a pleasant personality and the ability to handle customers tactfully and fairly in seeing to it that each is served in his proper turn in line, is imperative.

Pride in one's personal appearance and surroundings is still another characteristic which management must insist upon in every applicant for a refreshment stand job. Unless its personnel possess qualities such as those outlined above, the opreating efficiency of the stand will be seriously impaired.

Once first-class help is hired, the drive-in operator must see to it that they are properly trained in the fine arts of preparing, serving, and selling food. In other words, particularly in the case of a station system type of operation, a refreshment stand can only be as lucrative as its employees are competent. Failure on the part of management to hire high-type personnel and train them properly may well spell the difference between profit and loss.

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