Common Sense & the Snack Counter:
May 20, 2007
Mr. Michael L. Campbell
Group Chairman & Chief Executive Officer
Regal Entertainment Group
7132 Regal Lane
Knoxville, TN 37918
Dear Mr. Campbell:
I have been going to movies regularly all my life. I love the movies and like to think that I have imparted some of that love to my children. When we go, we always get snacks, especially popcorn -- whether my wife thinks we should or not. Popcorn, even over-priced, over-salted movie theater popcorn is part of the overall experience I've loved since I was a child and carry it forward today.
Today, we took in a matinee of Spiderman 3 and when buying popcorn I asked for a large for my son and I to share. Because he had a cold I didn't want to have us both digging out of the same bucket. I asked for an empty medium sized bag so that I could divide the large. The teenage girl serving us explained that she couldn't give us a medium bag but could give us some other bags. What she pulled out were little white, 'baby-sized' bags that would hold about a handful at best. I again asked for a medium sized bag and she said she couldn't-- that I'd have to 'buy' the bag. I explained that this was 'ridiculous' and she explained that it was 'policy for inventory reasons'.
I was a teenager once and I have one now. I know that teenagers aren't known for thinking on their feet; nor are they known for having 'common sense' -- so I didn't push the issue. I ordered a medium for my son to have on his own and I skipped popcorn altogether. I didn't ask for a manager because I didn't feel like having a confrontation that would, for sure, embarrass the kids and get me into a foul mood before heading in to see the show.
My family goes to the movies about 10-12 times per year as a group and most of those trips are to the Downingtown, PA theater. At an average of $55 per visit ($29.50 for tickets $26 for snacks) we add at least $550 annually to the Regal Entertainment Group's coffers. While I understand the "inventory" reasons, I still find it ridiculous that some 'over-ride' can't be programmed in for special circumstances. I'm spending over $50 for a single visit and Regal can't spare me a proper sized bag?
Regal and other movie theater chains have an ever-increasing uphill battle to keep people coming to the theaters. Over-priced popcorn, noisy theater-goers, cellphones and the heavy commercial play prior to the show aside, you and your competitors need to be more customer-friendly and savvy and start providing some common sense to your policies.
This may seem like a small issue in the grand scheme of things but it's my $50 and I can choose to spend it in other ways. $600 annually can help me upgrade my own home theater experience. As we say in business, you don't want to end up dying a slow death from a thousand paper cuts. Pay attention to the details and your customers.
Thanks for listening and have an outstanding day.
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June 4 2007 -- postscript
The GM of the theater got in touch with me today and let me know that he has met with all staff to remind them of their "pledge to exceed our guest's expectations by delivering great performances." In the future, an employee should ask a manager for approval to give out a medium bag rather than just saying we would have to pay for it. He's also sending along comp passes for a future visit.
by mcglinch on May 21, 2007