Not all convenience stores are the same. All convenience stores including Roadrunner Markets have taken notice how Ready-2-Eat and Heat-N-Eat fresh prepared food is changing the landscape and garnering top line sales and bottom line profits. Roadrunner with stores in Virginia, North Carolina, South Carolina, and Tennessee is no different.
Roadrunner Markets focusing on the consumer and the booming grocerant niche filled with Ready-2-Eat and Heat-N-Eat fresh prepared food has two programs that are consumer complementary, consumer interactive, and consumer participatory that edify consumer relevance today.
Growlers Grow Growth
What’s a Growler? “A growler is a glass or ceramic jug. C-stores running growler programs have draft beers on tap that they pour into the growler and sell to customers, who usually bring the growler back when they’re ready for a refill. The practice is slowly picking up steam across the country as the craft beer trend grows. This Growler program is consumer interactive and participatory.
The Roadrunner growler program currently has a branded program at two stores under the Chuggernaut name, and plans to introduce a third growler program at its new Jonesboro, Tenn.
The Chuggernaut station at Roadrunner” features 20 beers on tap. The kegs are kept out of sight in a back room directly behind the beer station. The full-service program has to be manned by a store employee who fills the growlers for customers. The beer is served in 64-ounce glass growlers that come with a screw top lid. Employees tape a label on the outside so customers buying more than one growler know what beer is inside, as well as information about that particular brew. Samples, unfortunately, aren’t allowed.
Typically, a refillable growler from Roadrunner costs $5, and the average retail to fill the growler is $8.99. To entice customers to try the program, the chain runs a promotion called “Growler Giveaway Tuesday,” where customers can get the growler itself free when they buy one beer fill-up from one of the 20 draft beers on tap. “
Frozen Yogurt Fuels Food Sales
Roadrunners understanding that the consumer interactive, participatory, contributed to the success of its game changing growler program and now has introduced a frozen yogurt station called Vincent Van Yo self-serve frozen yogurt concept to one of its Tennessee stores, and is also set to introduce it inside the Jonesboro store it is currently building.
Here is how they describe it. ““The one we have now is a kiosk-type, retrofit design. The one we’re building is more the type you’d find in a yogurt shop. It’s a similar situation with the yogurt as with growlers in that we can bring people who wouldn’t normally experience this type of offering a value-added experience right inside our stores,”
The current yogurt program in the existing location offers three machines, nine flavors and numerous toppings from fruit to Oreos and from candy bar bites to syrups. The Vincent Van Yo program creates a consumer interactive and participatory platform allowing for customization, personalization and mix and match bundling all hallmarks of the grocerant niche according to Foodservice Solutions® Grocerant Guru.
Visit: www.FoodserviceSolutions.us if you are interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization or you can learn more at Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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