Beverage refills used to cost extra.
Yes, it’s true. Many of today’s kids don’t remember a time when drink refills weren’t free. That’s right punks, we used to pay our buck for a Coke and when that one was gone, if we were still gripped by the dusty fist of thirst, we had to, gasp, pay another buck!
I don’t know when it happened, but it sure seemed to take hold overnight. One day Coke and Pepsi were duking it out with taste-test challenges all over the country, the next day they were all but giving it way. And oh, what a blessed thing it was!
In the old days when we’d order our favorite carbonated beverage to go with our our deep-fried mushrooms, we’d get our beverage but if we wanted more we, brace for it, HAD TO PAY EXTRA! I am not lying to you. I swear, I am not! Of course you had to be really thirsty to justify the expense so I don’t think too many people did it. I know I’d try to pace myself and ration the goodness that is a fountain-served Coca-Cola. Then I’d turn to the free water to handle the critical thirst-quenching duties.
My experience with the restaurant carbonated beverage goes back to last days when the flavoring syrup was mixed with soda water right at the counter. The Carousel ice cream joint on Main Street in Kalamazoo, MI as well as the Spayde’s Pharmacy lunch counter in Gobles, MI held on to the old ways as long as they could. At The Carousel a big red Coca-Cola contraption sat upon the counter and Dorothy, the proprietor, had to pour the thick Coca-Cola syrup into one section and soda water into another. (On some occasions she’d re-sell just the syrup to those suffering from a sore throat — on a doctor’s order only). She pulled the lever on the machine and the two fluids would mix and you’d have yourself a cool eight ounces to go with your hot dog (hold the relish, please).
It was pricey stuff. I don’t remember how much Dorothy was charging for a Coke, but once your measly glass was empty, you had to pony up some more coin if you wanted another. Today the waitress at Pizza Hut brings you a brand-new 164-ounce flagon of Pepsi after you’ve only but glanced at your current supply.
I don’t know the financial model behind all of this. Of course they’ve been giving away condiments, as well as salt and pepper, all along. So why not the beverages? But if you’re going to go that far why not give me another three ounces of sirloin if the first eight didn’t quite fill me up?
When I put myself in the shoes of the restaurant owner I just can’t make it add up. Apart from giving away the added beverage I’ve also increased my labor costs. Wilma the waitress now has to make repeated trips back to give all the teenagers in your brood countless refills on their Mountain Dews. That’s time Wilma can’t be upselling table five to add the grilled onions to their steak or order up a hot fudge sundae. And don’t even get me started on the increased ice expense!
Now I’m sure there are those who are cynical enough to think that they’ve just watered-down the beverages so it all works out. I’m sure that may have happened, but they couldn’t water it down too much – the soda junkies of the world would notice. At a minimum there’s some color in there and that’s gotta cost something.
The Freestyle
To take an even greater leap toward insanity, now there is a machine, called The Freestyle, that can dispense 100 beverages from a single spigot. From its touch-screen interface the customer mixes and blends their own crappy concoction. A little Mountain Dew, a little Mr. Pibb, a splash of Ginger Ale, a swish of Orange Crush and a topper of Coca-Cola. Oh yeah, this is for the better, no doubt about it.
With almost every joint offering up the free refill, I’m amazed by all of the goobers who continue to buy anything larger than the smallest vessel available. When you can get the 99-cent baby cup, and refill it to your heart’s content, why would you pay $2.95 for the Mega-Burpo size? There’s no logic in it…other than we’re too lazy to get up and push our empty beverage cup into the lever and get another spray of beverage.
No, I don’t think we’re meant to understand this one. And after several years of studying the angles I’ve decided to give up. Instead, I’m going to accept it as one of those extra-special little things in life that make facing each day a little more joyous. Sort of like the whipped cream in a can. Whipped cream you can shoot into your mouth until it’s hard to breathe. Oh, but that’s another story.