Buy Food @ Movie Ticket Counter

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The food served at a Movie theater is it's bread-and-butter, metaphorically that is. They need to sell more (and better) to survive. The proceeds from the movie itself are minor compared to the soda, popcorn, candy, etc... sold at the refreshment stand. Those items are completely under their control and sometimes the only real profit the theater can make. I've even gone to a drive-in theater where they begged outright requested that you buy food from their snack building. These days, without the refreshment stand, the theaters couldn't stay in business.

Theaters need to make food purchases more convenient and FAST. I try not to buy refreshments at the theater because I'm normally late, either on my own accord, or because the ticket line was so long. I'm certainly not going to stand in another line. Especially one where a bunch of hungry patrons stand at the counter in indecision trying to determine what looks good, then fumble with money or credit cards. Although snacks and drink are pricey, who wants to sit for 2hrs without a drink nearby?

Theaters need to provide the opportunity for patrons to purchase food at the ticket counter. Consider the convenience for couple asking for two movie tickets and two large sodas at the outside entrance. The couple would pay once and then be handed their two movie tickets and two food vouchers. As the couple enters the building and approaches the refreshment counter, they would choose the short "prepaid food" line, and hand over the vouchers, maybe indicating which soda they preferred. Moments later they are walking to their seats and had avoided a 5-15 minute wait in a second line, and didn't have to pay an additional time.

The main problem with the refreshment stand is the wait and perceived inconvenience. This system removes all the long indecision times and payment concerns from the customer when going for food. If money is involved, the customer will need to go to the "long" line. It's almost like the airport's self-checkin ticket kiosks or the shorter lines for preferred status customers.

The ticket counter (and associated line) still cannot be burdened by the aforementioned delays of a normal refreshment stand. To avoid the delays, food should not initially be offered or even suggested by the ticket seller. A small menu could be provided at the counter, but in general, word of mouth, perceptive patrons, and the signs inside will quickly spread the new offering. After one person asks for a drink and popcorn at the counter, the people right behind them are likely try as well. Actually, a short menu of only a few "combo deals", like 2 large sodas and popcorn, would minimize indecision and maximize customer throughput and theater profits. Customers uncomfortable with exploring the new idea (or whom are naturally indecisive) will have to stand in the long line inside and will quickly figure out the benefits of prepaying outside (as they watch the prepay customers walking away with food).

With the advent of purchasing movie tickets on-line, this could be another valuable differentiating offering. The value of purchasing movie tickets on-line is avoiding the theater entry line and ticket counter. What if the patron could get the snacks they want while avoiding the "long" line at the snack bar too?

Or... You could always wait for the theaters to implement a "frequent flier" program of their own so you could rack up your "movie points" and stand in the short preferred-customer line at the door, then the preferred-customer line at the refreshment stand.

I hope I haven't ruined your next movie theater experience. Now that you know it should be possible to avoid one, or both lines a the theater, you're going to hate the wait even more.

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