Automatic Merchandiser

NOV-DEC 2015

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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Seattle Visionary Ushers In New Vending Era With Micro Markets By Emily Refermat, Editor ❱❱ From one soda machine to a full-service operator of over 3,000 vending machines and 600 micro markets, Jim Brinton has seen his operation change more in the last 5 years than in the previous 35. hen Jim Brinton, president of Evergreen Vending, felt the impact of the 2008-2009 Great Recession, he was con- cerned. His 34-year-old vend- ing operation based in Seattle, WA, was weathering the turbulent eco- nomic times, but the future didn't look as bright as the past. His concern deepened as he visited other vend- ing operators around the U.S. in the capacity of NAMA Chairman. "I was feeling the same pain as the opera- tors I was seeing across the country," he said. With businesses closing or reducing employees, vending loca- tions were disappearing. Wage freezes or reductions were leading to signifcant decreases in revenue. With no major changes to the vend- ing industry since glass front vending machines and the bill validator, oper- ators found it hard to highlight their service versus their competitor and drive the higher prices they needed to maintain proftability. Many saw a bleak future. However, visionaries see things differently. That is why, despite this time of uncertainty, Brinton decided to launch into a new enterprise that would not only rein- vigorate his operation, but the entire industry — micro markets. Micro markets were a much needed solution to Brinton's concerns thanks to their ability to attract customers willing to pay higher prices for a greater variety of food as well as meet demands of an increased number of larger locations. In addition, the recov- ering post-recession economy made it an even more promising time to launch a new workplace refreshment segment. "I often say the stars aligned," joked Brinton about how he got into the micro market business. And he also credits it for keeping him in the industry. "I might not be here — my company that is — without micro markets," Brinton added seriously. The job he always returned to Brinton began his vending career in 1976, at age 17. He installed a vending machine in his father's auto supply store because employees kept enjoy- ing his soda without paying him for it. Once he had one machine, he started looking for other places he could install the venders. When Brinton left for college he turned the business over to his younger brother to run for him. "It wasn't his pas- sion," explained Brinton, who had to return to run the company. He grew his business by 250 percent in the next year, organically and by buy- ing a few routes from other operators. W 12 Automatic Merchandiser VendingMarketWatch.com December 2015 O P E R A T I O N P R O F I L E

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