Growth in machines and sales can be partly explained by the fact that ball gum remains not only a steady seller, but also provides the highest profit margin in the business. Operators seeking to maximize sales of this lucrative item have been aggressively seeking new ways to entice consumers.

MACHINE DREAMS

If manufacturers of gumballs and other ball candy are offering operators an increasingly wide assortment of products, the delivery systems are also evolving into an ever-greater variety of formats.

... the real news is in the continued success of interactive venders.  These units, which have enjoyed popularity in family fun centers, family restaurants and pizzerias, have become something of an industry standard in a surprisingly short amount of time.

Accepted by operators and locations alike, these interactive models are generally seen as the next evolutionary phase in a process that began with the spiral machines. The spirals, say the experts, added entertainment value along with the purchase of a gumball. Granted, watching a confection winding its way down from head to hopper was not exactly a thrill for many people, but the novelty of the devices and its continued ability to delight young patrons proved the point that new delivery systems were viable. And within a very short time these units changed the thinking of how operators and patrons define a gumball machine.

The next logical step, of course, was to move from value added through entertainment to value added from interactivity. With less than a decade between the introduction of the first spirals to the first interactives, these new machines found a wide audience.

These interactive machines also come with a significant benefit to the operator and locations. Whereas a purchase of a gumball is most often limited to a single vend, interactive machines are drawing repeat plays. 

RETHINKING THE GUMBALL

That the gumball is here to stay is without question. However, what is in question is how operators can best maximize profits from this industry staple. Long-time industry professionals point out that operators today have more options than ever before when it comes to marketing the profitable little spheres. Delivery systems in the form of unique venders, branded items, a constant updating of flavors and even sizes are all up for grabs.

“You can put a couple of heads of gumballs in front of the mom and pop and you might do okay with them,” said one long-time operator. “But do you really want to do just ‘okay?’ Gumballs are like everything else, you have to put some thought into them in order to make any kind of money.”

For some operators, this may mean a significant change from “business as usual,” but for those willing and able to put in the time and the effort, the rewards associated with the effort will no doubt pay off handsomely.