As restaurants sought to enhance their customer experience, they turned to vintage Coca-Cola menu boards to capture the essence of this iconic brand. The 1970s were a golden age for American diners. Stainless steel counters, jukeboxes humming Fleetwood Mac, and families gathering around orange vinyl booths defined an era. But a quiet revolution was happening on the walls of these establishments, led by Coca-Cola. Enter the Marketeer Menu Boards, Coca-Cola’s mid-1970s innovation that promised versatility, style, and increased sales for restaurants of all sizes and transformed diner menus forever.
Table of Contents
- 1 Today’s Special: Versatile Menu Boards
- 2 The Shape of Things to Come
- 3 Customized Boards to Reflect Personality
- 4 Quick Promotions, Big Returns
- 5 Pictorial Inserts: Selling the Meal With the Drink
- 6 A Cultural Snapshot: Diners and Drive-Ins in the 1970s
- 7 Why the Mid-to-Late 1970s?
- 8 Legacy of the Marketeer Menu Boards
- 9 Final Reflection: Today’s Special Forever
- 10 Learn More About the Company Brand Featured in this Promotion
Today’s Special: Versatile Menu Boards
Coca-Cola’s trade catalog from the era proudly declared:
“Today’s Special: Versatile Menu Boards”
These were more than just static signs. Designed with interchangeable panels and crisp typography, they allowed restaurateurs to update menus daily, without needing a new board.
The Shape of Things to Come
Illustrations in the catalog showed families enjoying burgers and fries under gleaming white menu boards with prices like:
- Jumbo Burger – 90¢
- Cheeseburger – $1.10
- French Fries – 30¢
The Coca-Cola logo, in its bold red script, anchored every board, linking quality beverages to hearty meals.
Customized Boards to Reflect Personality
Themed frames gave eateries personality:
- 🐮 Cow-shaped boards for steakhouses
- 🏖️ Lighthouse motifs for coastal diners
- 🎓 Graduation caps for college cafés
- 🤠 Covered wagons for western BBQ joints
These designs weren’t just functional, they were marketing tools.
Quick Promotions, Big Returns
With tear-sheet boards and grease-pencil inserts, specials could be written and erased daily. A few of the combos featured:
- 🍗 Fried Chicken & Coke
- 🌮 Tacos & Coke
- 🍔 Patty Melt & Coke
Coca-Cola wasn’t just selling soda; they were selling higher margins and a branded experience.
Pictorial Inserts: Selling the Meal With the Drink
High-quality photo inserts showed:
- Golden fried chicken next to an ice-cold Coke.
- Pepperoni pizza paired with Coca-Cola.
- Burgers, fries, and paper Coke cups under bright diner lights.
These inserts helped even small diners look as professional as rising fast-food chains.
A Cultural Snapshot: Diners and Drive-Ins in the 1970s
Molded chairs, chrome soda fountains, paper hats, these visuals captured more than menus. They documented an era of community, affordability, and Americana, where a family meal out cost under $5.
Why the Mid-to-Late 1970s?
“Coke adds life” slogan debuted in 1976.
- TAB and Fanta branding mirror Coca-Cola’s 70s product lineup.
- Prices match pre-inflation dining costs.
- Soft watercolor illustrations echo 1970s advertising styles.
By 1982, digital menus and Diet Coke would usher in a new era. But in these pages, Coca-Cola reigned supreme.
Legacy of the Marketeer Menu Boards
Today, surviving examples of these boards are rare collectibles. Yet their influence lives on in digital menu systems and co-branded promotions worldwide.
Final Reflection: Today’s Special Forever
The Marketeer Menu Boards remind us of an age where even the simplest diner could feel modern, professional, and enticing, thanks to Coca-Cola.
“Today’s Special isn’t just on the plate, it’s on the wall, sparking cravings and sealing the deal with a Coca-Cola.”
Learn More About the Company Brand Featured in this Promotion
In October of 1957, Vendo introduced a groundbreaking promotion targeted at Coca-Cola bottlers and dealers to effectively sell their innovative line of 1957 coolers and pre-mix equipment. This promotion was prominently featured in The Coca-Bottler magazine, a key publication for bottlers during that period. The advertisement highlighted the excitement surrounding vending equipment treasures that were waiting to be discovered by dealers and other locations across the country. Many dealers had not even considered the potential for these treasures, which included a range of new and advanced cooling solutions from Vendo, designed to enhance the vending experience and attract more customers.
This promotion not only encouraged the sale of coolers but also emphasized the importance of strategic marketing in the vending industry. By educating dealers on effective sales techniques and customer engagement strategies, Vendo aimed to foster a stronger connection between the products and the end consumers. The initiative was well-timed, coinciding with the growing popularity of Coca-Cola products, making it an opportune moment for dealers to capitalize on the trend and increase their sales significantly.
Table of Contents
V-Line for 1957: An Innovative Approach to Vending
The promotion aimed to provide dealers with comprehensive assistance, encouraging them to reach out to a dedicated consultant for personalized guidance. This support was designed to help dealers maximize the sales potential of the 14 new products introduced in the V-Line, which were specifically tailored to meet the evolving needs of consumers seeking convenient access to refreshing beverages.
Products Featured in this Promotion
This promotion prominently featured a diverse lineup of 14 different types of coolers. Each model was specifically designed to support dealers in attracting customers and signing them up for the treasure hunt campaign. The coolers were not only functional but also aesthetically pleasing, ensuring they fit seamlessly into various retail environments. Their innovative designs catered to different customer preferences, thus enhancing the overall vending experience.
Moreover, each cooler in the lineup was equipped with modern features that set them apart from previous models. For instance, the V-340 Automatic Coca-Cola Cooler boasted advanced refrigeration technology, ensuring that beverages were kept at the optimal temperature for customer enjoyment. The design also allowed for easy accessibility, encouraging higher sales volumes as customers could quickly grab their favorite drinks on the go.
Additionally, the V-216 Multi-Drink Coca-Cola Cooler offered versatility, allowing dealers to stock a variety of beverages, appealing to a broader customer base. This adaptability was crucial during a time when consumer preferences were rapidly changing, making it essential for vending solutions to keep pace with demand.
The V-144 Multi-Drink Coca-Cola Cooler featured a sleek design that not only attracted attention but also blended well with modern retail aesthetics. Its successful reception among dealers showcased the effectiveness of the promotional strategies, which highlighted the unique selling points of each cooler.
As consumer demands evolved, the V-80 Automatic Coca-Cola Cooler addressed the need for speed and convenience. Its user-friendly interface and quick cooling capabilities made it a popular choice among busy consumers, further reinforcing the importance of understanding market trends.
The Vendo V-110 Multi-Drink Coca-Cola Cooler was equipped with enhanced security features, preventing tampering and ensuring that product integrity was maintained. This aspect resonated well with dealers, who could assure customers of the quality and safety of the drinks they were purchasing.
Meanwhile, the V-110 Multi-Drink Coca-Cola Cooler was equipped with enhanced security features, preventing tampering and ensuring that product integrity was maintained. This aspect resonated well with dealers, who could assure customers of the quality and safety of the drinks they were purchasing.
The V-44 Semi-Automatic Coca-Cola Cooler provided a balance between manual and automatic operation, allowing dealers to tailor their vending approach based on their specific business needs and customer preferences.
Additionally, the V-23 Mechanical Coca-Cola Cooler showcased a classic design that appealed to nostalgic customers, capitalizing on the vintage aesthetics that were becoming trendy during that era.
The Vendo 6-Case Vertical Open Coca-Cola Cooler was designed for high-volume locations, featuring an open front that allowed for easy access to multiple products, making it suitable for busy environments such as convenience stores and gas stations.
The Fully Automatic Coca-Cola Vender was a game-changer in the vending industry, allowing for seamless transactions and reducing wait times for customers. Its advanced technology was a significant selling point during the promotion.
Lastly, the Vendo Remote Counter Dispenser and the Vendo Remote Refrigeration Unit provided flexible solutions for dealers, allowing them to offer a variety of beverage options without the need for extensive space. This adaptability was a crucial aspect of the promotion, enabling dealers to cater to diverse customer needs effectively.
Learn More About the Manufacturer and the Company Brand Featured in this Promotion
For those interested in the legacy and innovation of vending solutions, The Vendo Company stands as a key player in the industry, committed to delivering high-quality products that enhance consumer convenience.
Additionally, The Coca-Cola Company has a rich history of branding and marketing that has shaped the beverage industry, making it a fascinating subject for further exploration by those curious about its impact on consumer culture.
