Automatic World

February. 1933
AUTOMATIC
WORLD
Appeal to the Appetite
Mr. Gerlach Has Made a Thorough Study of Operator!s
Needs and Advances Some Good Thoughts
'By C. A. Gerlack
dise in the machine is edible. he wants
something he will enjoy eatin g. If it
is displeasing to his taste you have
41
definitely sac rificed a customer. R e-
member he had fai th in you or he
would not have deposited a coi n. If
he has been fooled. particularly with
something he actually a ttempted to
ea t. he is throu gh with your machines
forever . and the sad part of it is. peo-
ple will talk. and as a result your ma-
chi ne. or at least your loca tion. is dead.
(c. A. Gerlach. Pan
onf ction
Factory. Chicago)
Let u turn back th pages of time
- ten or fifteen years. R emember
the penny vending machine of those
years. a crude cont raptio n. with lim-
These machines
ited possibilities.
were found in the hot sun on street
corner. or tucked away in some 'cor-
ner in a railroad station . How many
of us. perhaps through curiosity. pos-
sibly to s e "how the crill r work d."
depo it d a penny and got orne stale
peanuts. bum candy. or a piece of
gum which only an iron jaw could
manipulat .
W ar now in the machin age .
The con umin g public has had many
an amusing exp rience during the in-
andy v nding ma-
tervenin g years.
chines. lik every other type of ma-
chinery. have been perf ct d . You
can now vend anything "from soup
to nuts" in the way of candy. But
(and you ca nnot place too much em-
pha is on that word but) the av rage
individual • not interested in v nding
machines particularly. ha s not forgot -
ten th early di appointment in the
quality of merchandis rec iv d from
his early penny gambling. when he
too. was experimenting with the pen -
ny vendin g mach ines . You can not
blame him .
either can yo u blame
the pioneer operator. Consider the
latter the pIoneer penny vending
machin e operator.
His machines
would do just so much and the vend-
able merchandise was limit d.
Penny vending machine. th anks to
the for ight of those who had faith in
this particular method of merchandis-
ing. have reached a point where they
are dressed up so they can be placed
anywh reo They actually work. and
work to perf ction .
However. the
pre ent day consumer or customer is
not only interest d in machinery that
op rat 5 smootly and p rfectly. but
Mr. Consumer wants a better th an
fair return for hi money. even though
it be but a penny. If the merchan-
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1133 B!roadway
•
New York City