Yes…
I have brought outside food into a movie theater.
There.
I said it.
But before you call security…
hear the defense.
It’s true.
I am coming clean.
GUILTY BY CONFESSION.
Yes…
I have violated the famous:
NO OUTSIDE FOOD OR DRINKS
rule at movie theaters.
If contacted…
I will surrender peacefully.
Call off all witnesses. Discard video surveillance.
Don’t subpoena phone location records
LOL.
But before judgment is passed…
let me explain WHY.
Because somewhere inside this confession is a business lesson.
I CANNOT AFFORD TO PAY YOUR RENT
Movie theater concession prices have always amazed me.
I understand overhead.
I understand staffing.
I understand utilities.
I understand that theaters make a large part of their money at the concession stand.
Fine.
I get it.
But understanding WHY something is expensive…
does not automatically make me WANT to buy it.
When I see a bottle of water or candy priced several times higher than what I know I can get elsewhere…
I start doing math.
And once a customer starts doing math…
the romance is over.
LOL.
The whole purchase becomes:
I KNOW I’M OVERPAYING.
That is not exactly a delightful customer experience.
POOR FOOD CHOICES
Then we have the selection.
Popcorn.
Candy.
Soft drinks.
Maybe nachos.
Maybe a hot dog.
Maybe something that looks like pizza.
Fine.
But if I am going to sit there for two hours or more…
I might want FOOD.
Real food.
Something satisfying.
Something that feels like part of the experience.
This is where the theaters lose me.
I am not WOWED.
I am not intrigued.
And at those prices…
I would like to be at least slightly impressed.
POPCORN
Now…
I understand popcorn.
Movie theaters and popcorn belong together.
People want it.
Hot.
Fresh.
Buttery.
And today there are all kinds of possibilities:
cheese,
caramel,
kettle,
spiced,
sweet,
savory.
Popcorn itself costs relatively little compared with the final selling price.
So there is plenty of room for creativity.
Instead of only asking:
HOW MUCH CAN WE CHARGE?
why not ask:
HOW GOOD CAN WE MAKE IT?
That changes the conversation.
PAUSE FOR CAUSE.
A customer will pay more for something that actually feels SPECIAL.
WE ALL AGREED ON THIS
People like eating while being entertained.
We settled this decades ago.
TV dinners.
TV trays.
Snacks.
Remote controls.
Nobody wanted to interrupt the show.
LOL.
Food and entertainment go together.
So naturally…
when I sit down in front of a giant movie screen…
part of me says:
WHERE’S DINNER?
And that is where my criminal career apparently began.
THE CONFESSION
Here are some of my favorites.
- CHINESE FOOD
Now we are talking.
Noodles.
Fried rice.
Sweet and sour anything.
Those little takeout containers.
Excellent movie food.
You have to be respectful.
No slurping.
No chopstick percussion section.
LOL.
But done correctly…
this is a ten out of ten experience.
BONUS:
Some Chinese food tastes just as good an hour later.
That means…
INTERMISSION MEAL.
- SANDWICHES
Very practical.
Tuna.
Roast beef.
Ham and cheese.
Turkey.
Whatever fits between two slices of bread and does not require engineering.
Sandwiches travel well.
Quiet.
Efficient.
Minimal drama.
Professional movie eating.
- JUICE DRINKS OR SMOOTHIES
Excellent.
Easy.
Refreshing.
Worst case…
bottled water.
But paying theater prices for ordinary bottled water?
That is where my conscience starts asking questions.
LOL.
- BURGER AND FRIES
Now this takes skill.
High maintenance…
but rewarding.
You need a box.
Empty the fries into it.
Prepare your ketchup and salt BEFORE the movie gets serious.
Hold the burger carefully over the box.
Any escaping juices have somewhere to go.
This is important.
You do not want to miss the climax of the movie because your hamburger turned into a plumbing emergency.
LOL.
When done correctly…
this is a beautiful experience.
Please try it before leaving the planet.
You do not have to thank me.
Just pass the knowledge along.
- CARAMEL OR KETTLE POPCORN
Fresh.
Good quality.
Flavor.
Something different.
If the theater offered better versions at sensible pricing…
I would buy it there.
That is the whole point.
I am not emotionally attached to carrying bags through the parking lot.
I would rather buy the food where I am watching the movie.
Make me WANT to.
- CANDY
A candy store gives me:
selection,
sizes,
choices,
variety.
Then I arrive at a movie theater and see giant-looking boxes that sometimes contain far less candy than the packaging suggests.
Now I am studying box geometry instead of enjoying the movie.
LOL.
Customers notice these things.
THIS WILL INEVITABLY HAPPEN
Now a warning.
Eating real food in a dark theater has consequences.
You WILL eventually wear some of it.
Accept this before beginning.
A french fry disappears.
Sauce lands somewhere unexpected.
You discover rice on your shirt after the credits.
Napkins help.
They do not guarantee victory.
So wear something forgiving.
Come to terms with the risk.
Then enjoy yourself.
LOL.
THERE IS ALSO SOMETHING CALLED THEATER POLICY
Now let me clean up my confession.
A movie theater is private property.
If the theater says:
NO OUTSIDE FOOD
that is their policy.
The correct options are:
follow it,
ask whether exceptions are allowed,
buy their food,
or choose another theater or viewing option.
Sneaking food in may sound funny in a story…
but it is still knowingly breaking the establishment’s rule.
So I cannot turn my confession into a universal recommendation.
There.
My legal department can relax.
LOL.
THE BUSINESS LESSON
But theaters should notice WHY customers want to bring food in.
This is valuable feedback.
PRICE.
QUALITY.
VARIETY.
VALUE.
People are not always trying to beat the system.
Sometimes the system has simply failed to make the legal purchase attractive.
That is different.
If customers routinely prefer food from somewhere else…
the business should ask:
WHY?
That is where improvement begins.
WHAT I WOULD LIKE
I would actually rather arrive at the theater…
buy everything there…
sit down…
and enjoy the whole experience.
Convenient.
Simple.
No smuggling operation.
No suspiciously large coat.
LOL.
But make the concession stand worth visiting.
Better food.
Better value.
More interesting choices.
Maybe restaurant partnerships.
Maybe meal combos that actually feel like meals.
Maybe special popcorn.
Maybe reasonable water pricing.
Maybe family packages that do not require refinancing.
Give people a reason to say:
LET’S EAT AT THE THEATER.
Then you have something.
THE HOME THEATER CHANGED THE GAME
And theaters have another competitor now.
HOME.
Big televisions.
Streaming.
Comfortable chairs.
Pause button.
Kitchen ten feet away.
That is serious competition.
So the theater has to offer something HOME cannot.
A better event.
A better social experience.
A better screen.
A better sound system.
And yes…
maybe better food.
The customer has options.
That matters.
RICHIE SPEAKS
Here is one Richie rule:
If your customer keeps looking for a workaround…
ask what your business made unattractive.
Another:
High prices are easier to tolerate when the value feels high too.
And one more:
Do not blame the customer before asking why the customer keeps trying to escape your system.
PEARLS FROM THE BOOKS
From the spirit of Pearls for the Soul:
“People usually reveal what they value by the effort they make to get it.”
From the spirit of God I AM:
“What repeatedly frustrates people may be pointing toward something that needs improvement.”
From the spirit of It Is Finished:
“Release the old way when the customer has already shown you a better expectation.”
PEARLS INSIGHT
This funny confession carries a real customer-experience lesson.
When consumers resist a business policy or avoid a purchase, the underlying reasons may include:
price,
perceived value,
quality,
selection,
or convenience.
Businesses often focus on enforcing the rule.
A stronger strategy is to also understand the behavior.
Why does the customer want another option?
If the business can improve the legal, convenient choice enough…
the workaround becomes less attractive.
PEARLS CONNECTION
This connects directly with POOR CUSTOMER SERVICE = KISS OF DEATH.
A customer’s experience determines whether they return.
It also connects with PEOPLE WHO KNOW THEIR BUSINESS…TALK TO THE POINT.
The customer is making a very clear point:
VALUE MATTERS.
And BRANDING YOURSELF…THIS IS HOW YOU ARE KNOWN applies to businesses too.
Every concession price…
every food choice…
every interaction…
is part of the theater’s brand.
FINAL SAY
Yes.
I confess.
I have brought food into movie theaters.
Chinese food.
Sandwiches.
Burgers.
Fries.
Candy.
Popcorn.
Drinks.
Probably enough evidence for several counts.
LOL.
But underneath the comedy is a simple business question.
WHY WOULD A CUSTOMER GO TO ALL THAT TROUBLE?
If the answer is:
better price,
better quality,
better choice,
better experience…
then maybe the customer is telling the business something useful.
I would rather buy everything right there.
Make it worth doing.
Until then…
I will respect the theater’s policy…
or watch the movie at home where the kitchen is open…
the water is reasonably priced…
and nobody cares if I bring Chinese food into the living room.
Case closed.
— Richie
Pearls for the Soul
when you feed the soul, you feed everything.
https://pearlsforthesoul.com
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