s, and alongside heavily traveled highways. The roasting
machinery is invariably set up in front of the store where passers-by
can easily see it in operation--and also smell the coffee roasting. Four
years after starting the first store, there were fifty in operation
along the Pacific Coast, doing an annual business of about $600,000,
some units taking in more than $7,000 a month.

_Model Coffee Departments_

Authorities generally agree that a well laid out coffee department not
only increases a grocer's coffee business, but speeds up sales in other
departments as well. Coffee lovers, and they are legion in the United
States, are inclined to "shop around" for a coffee that suits their
taste; and when they have found the store that sells it, they buy their
other groceries there also. Another argument advanced in favor of a
coffee department is that coffee pays more money into the retailer's
cash drawer than any other grocery item.[341]

Most successful retail coffee merchandisers establish the coffee
department near the entrance to the store, where it can be seen through
a window by passers-by, especially if there is an ornamental roasting
and grinding equipment. It has been found that a department situated at
the left of the entrance is almost certain to draw attention because
people are inclined to glance in that direction first. Some merchants,
having the space, erect attractive booths, designed somewhat like the
familiar food-show booths, directly in front of the door, after the
fashion of department stores when holding a special sale on a certain
article. Such a booth is generally used for demonstration purposes, and
is decorated with signs and possibly with bunting. A permanent
department is usually less ornamental, but still attractive. In telling
how he made a success of his department, one American grocer said that
he was careful that his fixtures were not so ornamental as to draw
attention from the goods. While the decorations were always attractive,
they were subordinated sufficiently to form a background for his coffee
display.

[Illustration: FAULDER AND SIMPLEX GAS ROASTERS IN AN ENGLISH FACTORY

The Faulder (on the left) is a 28-lb. indirect machine and the Simplex
(also 28 lbs. capacity) is of the direct-flame, quick-roaster type]

The most popular layout is the conventional counter system behind which
the clerk stands to serve the customer on the other side. There are many
advocates of the counte