14 Secrets of Food Sample Demonstrators

Tim Boyle, Getty Images
Tim Boyle, Getty Images

Ever turn a corner in your local grocery store or warehouse club and see the aisle backed up? You might be able to blame a food sample demonstrator, those stationary sales representatives who invite congestion in stores by offering up free bites of food products in an effort to raise sales. (The strategy works—one study found that samples can increase sales by as much as 2000 percent.)

The task might look easy, but it isn’t. Sample demonstrators have to endure annoyed customers who can’t navigate aisles due to the traffic, unattended kids, and more—all while adhering to food safety regulations. To get a better perspective on the job, Mental Floss spoke with two former demonstrators. Here’s what we found out about life in the apron.

1. THEY’RE USUALLY NOT EMPLOYED BY THE STORE.

Food demonstrators are often mistaken for store employees, but they're usually not. The people working behind sample trays at Costco, for example, are often employed by Club Demonstration Services (CDS), a separate entity that hires sample representatives to present products endorsed by Costco and usually backed by the product manufacturer. (Companies can send their own reps out, too.) “CDS might have an office set up in the back of the store,” says Jim, a former food sample demonstrator for Costco locations in California. “We’d sign in, go through the warehouse, and get a quick brief on the product we were demonstrating.”

Though CDS is owned by Costco, CDS employees aren’t technically store employees, and don’t migrate to other work areas. But because customers figure the demonstrators work for the warehouse, they’re often asked for directions. “People just assume you know where stuff is,” Jim says. “I usually told them to find someone in a red vest.”

2. THEY CAN SPEND HALF THEIR SHIFT PREPPING.

A man mixes ingredients in a bowl
iStock

It may seem like a sample demonstrator is burning calories at the rate of a Queen's Guard, but they're usually very busy during the course of a six- or eight-hour shift. Food prep—including mixing ingredients for things like chicken salad or cooking steak strips—can take up as much as half of their time. It’s worth it, as cooked food has a huge advantage over ready-to-eat samples like chips. “There’s a kind of anticipation you build up when cooking something like steak,” Jim says. “It could take a few minutes or 45 minutes, and people are standing there asking when it will be ready.”

3. THEY NEED TO STAY WITHIN A 12-FOOT RADIUS OF THE CART.

Food sample demonstrators may sometimes work in a massive warehouse, but they don’t have the run of the property. Once they’ve settled into their work area—typically near where the product they’re demonstrating is stocked or wherever there’s free space in the building—they’re expected to never be more than 12 feet away from the cart. “The 12-foot radius has to do with the fact that you’re responsible for maintaining your station and keeping customers safe,” says Skyler, a former demonstrator for Costco. “If a kid sees an unattended station with a hot grill running and grabs a sample off of it and burns themselves, it’s a liability.” Demonstrators also need to make sure no one is grabbing a sample and then putting it back, which would be a gross (literally) violation of food handling safety. Once you touch it, it goes either in your mouth or in the garbage.

4. THEY FOLLOW AN ACRONYM FOR SALES SUCCESS.

Vice-president Joe Biden greets food sample servers at a Costco
Saul Loeb, AFP/Getty Images

Food sample pushers don’t work on commission, but they can get bonuses if they sell through their inventory, so it benefits them to make sure people are consuming what they’re offering. One method for enticing customers is what Jim describes as a corporate acronym called SITGA. “It stands for Smile, Invite, Talk, Give Sample, and Ask,” he says. Demonstrators are also free to come up with their own strategy. “I liked to rhyme, like ‘come on by, give it a try,’ that sort of thing.”

5. THEY HAVE TRICKS FOR STAVING OFF BOREDOM.

Speaking with the Yes and Yes blog, Sam's Club food demo specialist Jan said that the hours spent sporadically interacting with customers can require demonstrators to make up their own fun. "I deal with the boredom in several ways. I practice standing on one foot and count the seconds before I lose my balance ... I count and rearrange samples. I reorganize the equipment under my cart. I alphabetize equipment. I grab items off the shelves and read the ingredient and nutrition labels, read slogans on T-shirts, or I try to engage customers in conversation."

6. THEY GET TIRED OF HEARING THE SAME RESPONSES.

A man in an apron looks tired
iStock

Sometimes it's hard to tell what's worse—going for long stretches without customers, or hearing the canned answers they love to give over and over (and over) again. "Customers make stock remarks about certain foods," Jan said. "If you serve sausage, they ask, 'Where are the pancakes?' If you serve a cold drink, they say it would be better with vodka. Coffee samples inevitably get, 'Now I need a donut.'"

7. THEY HAVE TO DEAL WITH “SAMPLE NINJAS” ...

There’s usually no cap on the number of samples a customer can grab from a cart. Still, people can feel a degree of embarrassment going back for seconds—or thirds—and sometimes try to sneak a taste without being seen. Skyler calls these people “sample ninjas” for their attempts to go undetected. “People love free food,” he says. “They don’t want to be seen as freeloaders, they don’t want to hear a sales pitch, they just want snacks.”

8. ... BUT THAT SHAME CAN WORK IN THE STORE’S FAVOR.

A woman examines a supermarket shelf
iStock

When people are so addicted to a food sample they keep going back for more, they might opt to just buy the product rather than risk being perceived as a greedy shopper. “There have been cases where I’ve been shopping at Costco myself and went and bought something because my overwhelming shame kept me from grabbing a fifth sample,” Skyler says. “The system works.”

9. THEY HAVE A HEIGHT POLICY.

Kids represent a dilemma for demonstrators. If they’re unaccompanied by a parent, it can be potentially problematic to offer up a baked good or other food that could contain an allergen. Fortunately, most kids are aware of their food sensitivities. According to Jim, the unofficial rule of thumb is to give out samples to unattended children if they’re tall enough to see what’s on the cart. “We can’t really determine the age of a kid just by looking,” he says. “They just need to be tall enough to see the sample and discern what it is.”

10. THEY HAVE REGULARS.

Food samples are set out on a tray
iStock

Many Costco demonstrators stick to one store or district, making them a familiar face for people who shop there frequently. “There were definitely regulars,” Skyler says. “I would see old teachers from school, old friends, new friends, and regulars who would know my sales pitch and always play along—for more free samples, obviously.” Others were memorable for other reasons. “I was making cookies once and a woman grabbed the raw cookie dough and yelled at me because it was not cooked.”

11. THEY DEMO NON-EDIBLE PRODUCTS, TOO.

While Jim estimates that 90 percent of his time was spent demonstrating food, CDS also handles accounts for a variety of indigestible products, like Ziploc bags. “I’ve done dish soap and laundry soap, which is hard to demonstrate on the floor,” he says. “You have to give someone a sample and hope they try it and then come back.” Another time, Costco charged him with selling prefabricated outdoor tool sheds. “No one is buying a $3000 shed on the spot. They take a flyer. We didn’t get a sale the entire week.”

12. THEY HAVE A PLAN TO MAKE SURE NO FOOD GOES TO WASTE.

Food sits in a trash can
iStock

Toward the end of their shift, demonstrators start to estimate how many more samples they’ll need to meet remaining demand without setting out food that will wind up going to waste. “I do what I can not to waste anything,” Jim says. “We’ll usually make sure we’re done cooking by a certain time so nothing is left over.” Sealed food might go to a food pantry, depending on store policies, but prepared and unused food goes into the garbage. And no, it's not going to the demonstrators: They’re prohibited from taking the excess home.

13. NOT EVERYTHING THEY MAKE IS APPETIZING TO THEM.

Sample demonstrators are usually expected to taste their supply so they can make informed comments when a customer presses for details. While most everything is intended to be delicious, it may not necessarily be the demonstrator's own personal preference. "[I served] horrifying steak chimichangas, microwaved," Jan told Yes and Yes. "When cut into bite sized pieces, [they] squirt out a nasty brown liquid. Worse yet, lots of people liked them."

14. THEY APPRECIATE A LITTLE CUSTOMER ETIQUETTE.

Food samples are set out on a tray
iStock

While free food can cause some of us to abandon civility and manners, food sample demonstrators always appreciate when customers acknowledge they have a job to do—and it’s not to hand out free stuff. Listening to their sales pitch is the polite thing to do in exchange for the eats. “Just try to remember that it’s a sales job and that final sale number is being held over the sample demonstrators’ heads,” Skyler says. “They’re not just someone being paid to hand out food to boost customer morale.”

13 Behind-the-Scenes Secrets of Dog Show Handlers

Dog handler Kellie Fitzgerald poses with her English Springer Spaniel 'James' after winning Best in Show at the Westminster Kennel Club's Dog Show in 2007
Dog handler Kellie Fitzgerald poses with her English Springer Spaniel 'James' after winning Best in Show at the Westminster Kennel Club's Dog Show in 2007
TIMOTHY A. CLARY/AFP/Getty Images

Every year, roughly 3000 dogs from around the country flock to Madison Square Garden to strut their stuff at the Westminster Kennel Club Dog Show. In all, some 190 breeds can enter the ring, each competing to look and act exactly as required for their breed’s ideal standard. But it takes a lot of hard work from dedicated handlers to produce a dog that can compete with the best of them. “What you see at Westminster, that’s the very final touch,” says Karen Mammano, who handles dogs with her husband Sam. “That’s the final product of everything we do.” We talked to a few handlers who have been at Westminster about what goes into training a dog with a shot at Best In Show.

1. The dogs have treadmills.

Among the qualities the judges take into consideration is the dog’s trotting pace. Many handlers put their pups on doggy treadmills set at a certain speed to get them used to keeping a particular trot. “It teaches them foot timing and the right kind of gait we want them to have,” Mammano says.

Some doggy treadmills cost more than $1000. But, according to dog handler Sharon Rives, that’s just part of these athletes’ training routine. “They’re developing their muscles just like any athlete,” she says, “any runner or football player or any athlete that has to train muscles to do something over and over again.”

2. Soup cans might be a dog handler’s best friend.

Judges also look closely at a dog’s stance—how it holds itself while standing still. “It’s kind of their supermodel stance,” says Rives. Every breed has an ideal stance, but teaching a dog to maintain that position while a judge pokes and prods often takes some creative training techniques. According to Rives, when her parents trained dogs in the 1980s, they used to have the dogs stand on four soup cans placed the correct distance apart.

“Everybody has their own way of doing it,” she says. “Now I have what we call stacking blocks, sort of a wooden device with four feet on it for the dogs to stand on and it’s adjustable. I start when they’re puppies with that and they stand on it for a couple minutes and as they get older they spend more time on it, maybe 15 or 20 minutes a day, to help train their muscles and body to remember to stand in that correct position.”

3. The dogs have ridiculously long names.

'Flynn' the Bichon Frise, with handler Bill McFadden, poses after winning 'Best in Show' at the Westminster Kennel Club 142nd Annual Dog Show in 2018
'Flynn' the Bichon Frise, with handler Bill McFadden, poses after winning 'Best in Show' at the Westminster Kennel Club 142nd Annual Dog Show in 2018
TIMOTHY A. CLARY/AFP/Getty Images

Professional pups have very fancy monikers that reflect their pedigree. For example, Rives’s Australian Shepherd answers to “Wiggle” but her full name is “Veritas Sexy and I Know It.” “Typically the prefix of the name is the kennel the dog is from,” she explains. “Veritas is my kennel name, so whenever I breed a dog, every dog has the word veritas in their name.” As for the rest of Wiggle’s full name, Rives says the litter theme was Top 40 Songs, so every puppy had a different song title in its name.

4. Handler cars must be inspected.

According to Mammano, the American Kennel Club inspects handlers’ vehicles before they can be listed as a "registered handler." What are they looking for? A car that could keep a dog alive in the most dire of conditions. “We have a generator, air conditioning, heat, a 30-gallon water tank,” she says. “We have to have fire extinguishers that haven’t expired and a heat monitor in the vehicle so if the air conditioning goes out the monitor knows. We’re pretty much self-contained.”

5. Dog shows aren’t natural.

Handlers are the first to admit that dogs weren’t made to trot around a ring. “Golden retrievers were never meant to run in circles in a show ring,” Mammano says. “They were meant to be out hunting and doing that job and other breeds were meant to be out pulling sleds. So I try and make it as fun for them as possible.”

6. There’s one quick way to get disqualified.

“If a dog bites a judge or a handler or another dog, that’s pretty much it for the rest of its career,” Rives says. “Aggression is not ever acceptable.”

7. You’re not a real handler until …

... you trip and fall in the ring. “I think we’ve all had a moment where we’ve fallen,” Rives says. “That’s always embarrassing. But I think I like to say that’s sort of like the dog show hazing. You haven’t been fully initiated into dog showing until you’ve completely wiped out in the ring.”

She also shares a hilarious story of one of her earliest shows, when she was just 16 years old. “Normally I use hot dogs or string cheese as bait, something I could put in my mouth, and I happened to only have liver that day, which I’m not gonna put in my mouth. I was wearing a suit that didn’t have pockets, but I had panty hose on so I thought I’ll just real slyly stick this in the waistband of my pantyhose under the flap of my jacket and when I need some bait I’ll just break off a little piece. Well, the liver made its way down the waistband of panty hose to my ankle and dog starts licking it. The judge is going, ‘Ma’am, the dog is licking your leg.’ I was just mortified.”

8. Handlers’ wardrobe choices are strategic.

When deciding what to wear for the big day, handlers have to make sure they’re not overshadowing the dog with fancy flair. “You want to dress to compliment the dog’s colors,” Rives says. “If you’re showing a black dog you don’t want to wear a black skirt because then you’re obscuring the dog.”

The more prestigious the show, the better the handlers dress. “We always joke that last week was fashion week for us because we were all trying to get suits for Westminster,” says Mammano.

And for the bigger shows, they invest in nice footwear, not only because they’re on their feet all day, but because their feet and ankles are going to be on TV. Rives is wearing the shoes she wore to her wedding. “They’re little silver ballet flats that have sparkly crystals on the toes,” she says.

9. It’s hard on the body.

Co-owner and handler David Fitzpatrick holds Pekingese Malachy after winning Best in Show at the Westminster Kennel Club Dog Show in 2012
Co-owner and handler David Fitzpatrick holds Pekingese Malachy after winning Best in Show at the Westminster Kennel Club Dog Show in 2012
Michael Nagle/Getty Images

“A lot of my peers have had their knees and hips replaced,” says David Fitzpatrick, a professional handler who works with the Pekingese breed. “You get tired just from being at the show.” And because dogs are always making left-hand turns in the ring, the handler’s left leg tends to take a beating.

10. They have lucky leashes, toys, and rubber bands.

Dog show people are quite superstitious. Fitzpatrick, for example, has a lucky leash. “I have one I’ve been using probably since 2004 because I know many dogs have had great success with it.”

Mammano won’t re-use a leash once it’s been used on a winning dog, opting instead to retire it. And she always wears three rubber bands around her arm to hold her number.

Also, Fitzpatrick says some owners carry around special toys for dogs, similar to the “busy bee” in Best In Show. “Most of these dogs do have a favorite thing and when you go into the ring and you can’t find that toy you do kinda go crazy like ‘Where is the busy bee?!’”

11. The dogs eat whatever they want.

Well, in the ring at least. “I had one dog way back in the early 2000s and all he wanted was filet mignon,” says Fitzpatrick. “He wouldn’t take chicken or liver, but the filet he would eat. So they get whatever they like. Or I had a Pomeranian that only liked potato chips. I had another dog who liked apples.”

12. Chalk and dryer sheets keep the dogs looking sharp.

Show dogs are some of the most pampered, well-groomed dogs in the world, but it takes a lot of work. “Every breed is going to have their own quirky thing they do to make the coat look a certain way,” Rives says. “One handler told me you should put dryer sheets on a wavy coat. Others say you should wash your dog’s coat in Dawn dish soap if you want it to be straight.”

Chalk is often used to make a dog’s coat look whiter, Fitzpatrick says. “Whatever it is to make the dog look better for the show, there’s probably a product out there for it.”

But according to Rives, grooming is a taboo topic among handlers because “people don’t want to share their secrets, and because there are things that are not allowed.” Indeed, too much grooming is considered cheating, so owners keep their tips and tricks to themselves. And if a handler sees another handler crossing the line, they’ll snitch. “It’s a self-regulating sport,” Rives says. “If you see somebody doing something they shouldn’t be, you’d report it.”

13. Best in show doesn’t come with a cash prize.

“You don’t win any money,” says Fitzpatrick, who won Best in Show at Westminster in 2012 with his Pekingese Malachy. “You get trophies and a lot of swag. We came home with bags of loot, but not one penny. It’s not about the money. It’s about competing at this historic event.”

This list first ran in 2016.

8 Secrets of Air Traffic Controllers

iStock
iStock

As the United States enters into the second month of a government shutdown that began on December 22, 2018, federal employee shortages are becoming an increasing problem. On the morning of January 25, 2019, the FAA announced that due to air traffic control staffing shortages along the east coast, they were halting flights into New York City's LaGuardia Airport. It's a potent reminder that while pilots and flight attendants are key to making air travel safe, air traffic controllers—though less-visible—are just as essential in getting you from Point A to Point B.

The Federal Aviation Administration (FAA) employs more than 14,000 of them to choreograph the flow of airplanes on the ground and in the sky, whether that means using radar and other tools to direct aircraft at take off, communicating with pilots about flight paths and weather, or helping pilots land their planes safely. Take a look at these secrets of air traffic controllers to learn about their unique lingo, high degree of job stress, and occasional UFO sighting.

1. Many of them don't work at airports.

When you imagine an air traffic controller, you probably envision someone working in a tall glass tower at an airport. However, many controllers toil at either a Terminal Radar Approach Control (TRACON) facility or at a route center, which may be located far away from an airport.

According to air traffic controller Chris Solomon, who controls planes for the military, controllers in each of the three types of facilities have different responsibilities. “The typical tower controllers get the planes from the gate to the runway and then airborne to within five or so miles of an airport. The aircraft then becomes under the control of the approach controllers [TRACON],” he told the website Art of Manliness.

These TRACON controllers usually control the plane during its ascent and descent from the airport. When aircraft reach an altitude above 18,000 feet, the route center controller takes over, using radar to guide aircraft at cruising altitudes until the plane begins its descent. Then the approach controller takes the reins, followed by a tower controller who guides the plane’s landing.

2. Age is a major factor.

Some air traffic controllers begin their careers in the military, while others apply to the FAA’s Air Traffic Control Academy. But no matter how they enter the profession, they must have good vision, a sharp mind, and the ability to think quickly and clearly under pressure. The FAA requires that applicants be 30 years old or younger when they apply to the job, and controllers must retire at age 56, before most of them experience any age-related mental decline.

3. They have their own lingo.

Inside an air traffic control room

Pilots and air traffic controllers around the world must speak English to communicate (it's required by the International Civil Aviation Organization), but they also have their own flight-related language. This phonetic alphabetic and numerical system, which replaces letters (A to Z) and numbers (zero to nine) with code words, minimizes confusion and misunderstandings between air traffic controllers and pilots.

For example, controllers say “bravo” instead of the letter “B,” “Charlie” instead of the letter “C,” and “niner” instead of the number “nine.” (Theories explaining the origin of the code word “niner” differ, but aircraft enthusiasts speculate that the extra syllable differentiates it from the German word for “no” or distinguishes it from the pronunciation of the number “five.”) Air traffic controllers also have their own slang and, for instance, use the phrase “souls on board” to refer to the number of people on a plane.

The phonetic system is spelled out in detail in the FAA Order 7110.65 manual [PDF], along with other key code words, phrases, and procedures. Controllers call the manual their "bible," study it during training, and review it regularly to keep apprised of any updates and additions.

4. Pilots with heavy accents can frustrate them.

Although English is the official language of aviation, not all pilots speak it well. Air traffic controller Brandon Miller, who works for Potomac Terminal Radar Approach Control (TRACON) in northern Virginia, tells Mental Floss that it can be difficult to communicate with foreign pilots. “However, we are in the business of communication,” he says, explaining that learning to solve potential communication issues is part of their training. When talking to a pilot who has a heavy accent, controllers may speak more slowly, enunciate words more dramatically, and try to avoid changing routes as much as possible.

Stephen, an air traffic controller with the FAA, echoes Miller’s point. “We mainly just bitch amongst ourselves, say things very slowly, and do the best we can” when dealing with pilots who have heavy accents, he wrote on Reddit.

5. They alternate between stress and boredom.

An airplane and an air control tower

Because they’re responsible for thousands of lives 24 hours a day, 365 days a year, most air traffic controllers experience a high level of job-related stress. “We often miss birthdays, we work on holidays and weekends, and often operate on alternative sleep cycles,” Miller explains. Staying focused is essential, especially during times of busy traffic and bad weather, so most air traffic controllers take a break every hour or two, depending on the rules at their facility.

According to Miller, the diversity of tasks in his work day keeps his job challenging. At any given time, he may be directing Air Force One or other VIPs (from our country or a foreign one), sequencing commercial passenger jets into a variety of airports in the Washington, D.C. area, assisting police or paramedic helicopters, expediting military fighters and military transport planes, or looking for suspicious aircraft in the Washington, D.C. Special Flight Rules Area.

On the other hand, graveyard shifts and periods with less traffic can be tedious and dull. “Hours and hours of boredom combined with moments of sheer terror, as we like to say,” Stephen told Reddit. “But if you like the challenge and want to be where the action is, it's a great job!”

6. They're probably overworked.

In a 2011 article for The Daily Beast, Bob Richards, who worked as an air traffic controller at Chicago O’Hare International Airport for more than two decades, described his job as “thrilling, fulfilling, and utterly exhausting.” Richards noted that four of his coworkers died of sudden cardiac death, two died of pancreatic cancer, and many others suffered from stress-related gastrointestinal illnesses. In his early 40s, Richards himself suffered from atrial fibrillation, which eventually progressed into congestive heart failure.

A secret study conducted by NASA in 2011 found that almost one-fifth of controllers made significant errors, partly due to chronic fatigue caused by their lack of sleep and busy shift schedules. To combat fatigue and address controllers who were allegedly asleep on the job, the FAA issued a series of new rules that increase the mandatory time between controllers’ shifts.

7. UFO sightings definitely happen.

A screen showing radar

During the course of their careers, most air traffic controllers have personally spotted (or have a coworker who has spotted) some sort of unidentified flying object. UFO sightings are more common at night, when air traffic controllers may see an unexplained blinking light that doesn’t appear to be coming from an aircraft. But strange sightings aren't necessarily alien life forms—radar is so sensitive that it may pick up items such as clouds, a flock of birds, or even a large truck on the ground.

8. RObots won't be replacing them.

Commercial aircraft landing

Although air traffic controllers rely on radar and other technology to do their jobs, they’re not in danger of technology replacing them any time soon. With so many lives at stake, air traffic control will likely always require humans to ensure that automated systems function properly and technology doesn’t malfunction. And controllers enjoy the sense of satisfaction that comes with using their knowledge and skills to help passengers get from point A to point B safely. “There is a great amount of pride that my coworkers and I take knowing that safety of air traffic control is the last thing on passengers' minds when they get buckled in the airplane,” Miller says.

An earlier version of this story ran in 2017.

SECTIONS

arrow
LIVE SMARTER