Concissions - Concessions - Concessions

Frappa-whatevers are very popular

In real estate it's all about Location. For cinemas it's all about Concessions. Now, more than ever, food and food related topics are everywhere. Today it's not just about eating but eating different. Food has entered the fast changing world of trends - organic, gluten-free, zero calorie, free-range, whole grain, locally sourced, etc. and cinema concession is no exception.

What food items cinemas sell and how they are marketed is critical to maintaining and boosting concession profits.  What was a big seller yesterday may no longer be in vogue today.  We all know that traditional sodas have been on the decline for sometime, being replaced by energy drinks, flavored smart waters, tea-based beverages, and caffeinated drinks - such as cold-brewed coffee and frappa-whatevers.  For better or worse consumers' tastes and preferences change and cinemas must embrace these changes (which run through all age groups: from baby-boomers to generation Z'ers). Resisting change not only hurts sales but leaves the impression that your cinema is 'dated and out-of-touch'.

Popcorn sales are a cinema's main concession profit-generator and will remain so; however, all other concession items should be reassessed and eliminated/substituted if warranted.  The introduction of new products is essential and it is easy to determine which new products are winners and any concession item that doesn't sell must be dropped!

Like beverages, tastes in candy has also changed.  A significant segment of consumers have tired of the same old candy selection mix and have moved up-stream to the likes of Dove and Godiva.  While, nuts and dried fruits have become go-to candy substitutes and gelato the ice cream alternative.

Very cinema should take a hard look at their concession product mix. Analyze per-cap sales and compare it to prior years.  Even if the per-cap is increasing changing the mix may generate even more revenue.  Be critical.  Get staff input.  Query patrons on what products they would like to see made available and would purchase.  Concessions are the life-blood of any cinema so a great deal of time and effort must be placed on getting the mix right, introducing new products, and keeping your patrons happy and eating.