Harvey Wallbanger, president of Harvey Wallbanger Popcorn, entered the popcorn market in 1972. He is considered to be the person most responsible for creating a gourmet popcorn market in the United States. His claim to fame is that his corn is lighter, fluffier, "tenderer", and bigger than ordinary popcorn. He also boasts that his popcorn has fewer hard, unpopped kernels than competitive products. Harvey's company sells popcorn to several markets in the United States:
1. Unpopped corn sold to food stores for the consumer to take home. There are several companion products flavoured seasoning, cooking oil and a variety of different size packages including a sealed cooking bag with popcorn, oil, and flavouring for use in a microwave oven. 2. Bulk popcorn is sold to concessionaires such as movie theatres and sports arenas. 3. Franchising the Harvey Wallbanger Popcorn Shoppe, a gourmet popcorn store, is a new venture. He has 20 company-owned stores and 120 licensed stores. Franchises of popcorn shops have been successful in the United States, but are considered a fad and only do well in shopping malls and other high-traffic locations. Consumption of popcorn is, however, a staple in American snack diets. Gourmet popcorn stores handle a large variety of savoury flavours; sour cream and onion, cheese and spice flavours, and jalapeño are popular additions to the traditional salted, buttered variety. Also included are the various caramel and other sweet flavours including watermelon, chocolate, Amaretto, and cherry liquorice. 4. The company is testing a concept of leasing popping equipment to supermarkets for making fresh popcorn for on-premise consumption and also for taking home. For gourmet popcorn shops, he has machines that can pop 1 320 litres of corn in an hour and cook up to 20 savoury flavours or seven sweet flavours at the same time. He leases a smaller version of these machines to large supermarkets; the few he has in a test market are...
Please join StudyMode to read the full document