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That said:
Each fryer is worth 20 capacity, if your building capacity max is 30, you need two fryers for french fries, if you have 1 fryer, then it will not let even one customer over 20 in the store. (Or if you have one burger grill, even if you have 2 fryers, basically you need enough of each machine to service the entire capacity at once or you screw yourself over)
Fast food places and coffee shops don't need marketing really, albeit a little can help sometimes, they are basically always full. You just have to make sure you are doing the building capacity in the insight tab properly.
For jewelry stores, they are low volume sales meaning they get less customers compared to other stores, right now they scale in a weird way so they benefit from being in larger shops, but even with less customers, they should make more money, albeit I failed to make a 15 capacity one successful, 30 capacity always made me a good chunk of change.
A 'trick' late game is to buy out competitors and shut them down.
This shows the capacity by each item you have in the store.
This changes pretty much everything how I'm building my stores now. uhg!! LOL
That right there is some pretty necessary, yet hidden information!!! I've not seen any info like this in the game.
How did this become known to you? Hmmmmm. Well, it appears my businesses are pretty darn gimped them.
I guess my next question is, are all items worth 20 capacity, or does this value vary by type?
i think i joined the discord or made a forum post, the whole bizman menu is basically priceless to improving your business, especially the insight tabs 'yesterday' graph that lets you figure out when you have customers, your strongest hours, how many you actually get and if marketing is needed, ETC.
it varies type by type, wine and cigar shelves, for example, are 10
once you place a shelf, the top right of the 'insight' tab in bizman for the business will tell you how much you need and how much you have
For your second question, they vary by type and that information is only available after you purchase a product display. There's a steam guide with all of the capacity info. if you want that information upfront before you buy.
Insights screenshot: https://steamcommunity.com/sharedfiles/filedetails/?id=2957765037
Customer Capacity of Shop Items: https://steamcommunity.com/sharedfiles/filedetails/?id=2947853321