C-store Maverik’s Private Label BonFire Drives Sales

Brand messaging is very important and consistency in messaging not only edifies the customer to the brand it drives incremental value to new product introductions according to Tacoma, WA based Foodservice Solutions®, Grocerant Guru® Steven Johnson.

Rich Green, director of foodservice for Maverik understood that Maverik BonFire brand launched in 2009 alongside a revamp of Maverik's coffee program, BonFire tied Maverik's food items together under a single identity with an adventurous theme and color-coded labels based on the type of product, such as a red flame for high-traffic hot items and a green flame for fruit and salads.

Consumers were moving on buying Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food and the team at Maverik knew it was time elevate BonFire to the next level. Enter Maverik’s new BonFire Grill made-to-order program provided a platform to capture customers searching for fresh food.

Maverik’s, BonFire Grill concept, "That effort, particularly in new stores, definitely swung the pendulum more toward foodservice," Green.  Just as the team at Maverik’s had anticipated. Here are a few of the things Maverik did to build up its foodservice program:

1.        Experimenting with creative, "out of the box" limited-time offers (LTOs), some of which became mainstays on the menu, like the M.O.A.B. (Mother of All Burritos).

2.        Reexamining what went into its products and improving the quality to become a more ingredient-based operation

3.        Hiring a new corporate chef who brought a different perspective to the business. Chef Kyle Lore spent much of his career working in fine-dining restaurants.

4.        Creating a taste profile that is spicier and more flavorful — something that differs from its competitors, which include quick-service and fast-casual outlets, as well as other convenience stores.

So, just what is next Maverik may include a made-to-order beverage program, which the company is in the initial stages of exploring. Green acknowledges that such a program is a "tough one" for the company, describing how he's observed sudden beverage orders like a made-to-order milkshake disrupt the rhythm of the kitchen.

Then Delivery as Maverik is working with third-party delivery services, such as Uber Eats or DoorDash, is also something the company is exploring. However, the logistics are more complicated than they seem, particularly when taking into account the multiple delivery services customers use and the labor necessary to fulfill delivery orders during all dayparts, Green explained. Are you ready for grocerant niche fresh food?

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869