Five Things Restaurateurs Should learn from C-stores

The Convenience store sector like every other sector spends lots of time understanding it own success.  Like all retail foodservice sectors it seems as if 80% of a convenience store’s sales come from just 20% of its customers. 

Foodservice Solutions® Grocerant Guru® suggest that it’s time that restaurant sector understand who the C-Store sector best “core shoppers” are and what is driving customer migration from restaurants to C-Stores.  To that end   Convenience Store News conducted exclusive consumer research on the demographics and shopping behavior of c-store shoppers and what keeps them coming back to c-stores again and again.

Here are CSNews research findings:

1. Consumers aged 35-44 are significantly more likely to be daily or weekly c-store shoppers, and those aged 25-34 are significantly more likely to buy in-store merchandise after purchasing gas. Older customers, aged 55 and up, are significantly less likely to make daily or weekly c-store visits, or to stop in for a post-gas merchandise purchase.

2. Whether their shopping trips are to get a take-home meal for the family or to indulge the kids with a special treat, parents have great potential to be core shoppers. Fifty-seven percent of consumers with at least one child under the age of 18 in the household report visiting c-stores on a daily basis, while 42.9 percent visit on a weekly basis. Parents are similarly much more likely to regularly buy in-store merchandise with gas, as 58 percent do so during most or all gas fill-ups.

3. Customers who make the most visits to c-stores are also among the most loyal to a particular store, with 70.5 percent of daily shoppers saying they typically shop at the same store each time, as do 62.8 percent of weekly shoppers. In comparison, only 56 percent of customers who visit less regularly stick to the same store. Those who make the most in-store merchandise purchases with gas are a loyal bunch, too, with 70.8 percent returning to the same c-store again and again.

4. What draws core customers to the c-store? There are a lot of reasons, but the most popular ones cited are the purchase of gasoline and to buy immediately consumable food and beverages, such as snacks, fountain drinks and prepared food. Additionally, core shoppers are more likely to cite the purchase of lottery tickets, newspapers and magazines, cigarettes, and ancillary services such as using the ATM.

5. When it comes to marketing to core shoppers, customers who regularly buy in-store merchandise with gas are significantly more likely than others to respond to virtually every form of marketing. Daily/weekly c-store shoppers respond more strongly to digital marketing. Mobile app offers, promotions or messages on social media, and text messages, along with word-of-mouth, are all significantly more likely to influence their decision to visit a c-store compared to other shoppers.

Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® or for a Grocerant Scorecard visit http://www.linkedin.com/in/grocerant, www.FoodserviceSolutions.us  Email: Steve@FoodserviceSoltuions.us

 

Paris Baguette Fresh Prepared Grocerant Growth Machine

Empowering consumer choice with grocerant niche Ready-2-Eat and Heat-N-Eat fresh Paris Baguette, the global premier baking franchise featuring high-quality baked goods, savory eats, and beverages has now opened its first store in San Jose, California.  

Paris Baguette offers guests to either grab a quick treat on-the-go, or lounge inside our spacious bakery to indulge in a decadent dessert, savor a sandwich, or catch up with friends over steaming mugs of coffee according to its newest franchisee. 

Specializing in French-inspired cakes and pastries, Paris Baguette goal is to provide guests with “the best way to happiness” through indulgent treats and savory eats. In addition to its French offerings, the company places an emphasis on applying global cuisine to its menu, including items such as the Strawberry Mojito. 

Focusing or fresh fast portable options in quality foods Paris Baguette offers coffee and small sandwiches, it is best known for items such as Fruit Bites, Croissants, Feuilletes Au Chocolat, Blueberry Chiffon Cake, and Chocolate Strawberry Cake all can be taken TO-Go or eaten in the store .

Larry Sidoti, chief development officer of Paris Baguette stated “We are confident the people of San Jose will agree our products are truly superior, and we look forward to providing them with delicious indulgences from our proprietary recipes for many years to come.”

What’s different about Paris Baguette they a perception of higher quality, value-driven experience through a combination of self-serve stations and counter-order. With proprietary dough that is lighter, more airy, and less sweet than typical dough, the brand’s products offer guests a unique and sophisticated taste every time.

Success does leave clues; Paris Baguette has more than 3,700 worldwide locations, including in South Korea, China, Singapore, Vietnam, and France. Paris Baguette began franchising in August 2015 and is projected to open more than 350 locations by 2020.  Fresh, Fast, and Portable Paris Baguette is our clue of the day. 

Invite Foodservice Solutions® to complete a grocerant program assessment, grocerant scorecard, brand, or product placement assistance.  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

Rutter’s Farm Stores Out Preforms Restaurants

The grocerant niche is filled with retailers that sell Ready-2-Eat and Heat-N-Eat fresh prepared food.  One company that excels is Rutter’s Farm Stores pairing consumer’s last minute mix and match items with Ready-2-Eat and Heat-N-Fresh food.  Rutter’s offerings look like restaurant options to consumers and exceed consumers expectations with grocerant niche bundling. 

One way that Rutter’s does it is utilizing a loyalty program similar to one a chain restaurant might have and leveraging Limited Time Offers (LTO’s).  This summer Rutter’s is bringing back its #SummerofFreedom Sweepstakes LTO. The program platform provides its registered Rutter’s Rewards customers the opportunity to win a 2016 Jeep Wrangler, free gas for a year and thousands of other prizes.

The Summer of Freedom LTO will run from May 2 through Aug. 28.  Rutter’s “customers can enter by purchasing products with a star on them and scanning their Rutter’s Rewards Card at checkout, entering on Rutter’s Facebook page, test driving or getting an oil change at an Apple Dealership, or by mailing a 3-inch by 5-inch card to Rutter’s corporate office.” That’s interactive and participatory and exactly what our Grocerant Guru® likes to see when companies utilize the FIVE P’s of food marketing. 

The grand-prize winner will receive a 2016 Jeep Wrangler Unlimited Sport 4x4 at the end of the sweepstakes from Apple Automotive. Four more grand-prize winners will receive free Rutter’s gas for a year. Additional prizes include free mug refills, free coffee, concert tickets and more.

Success does leave clues one clue is if you want to look like a restaurant chain at time you must act like them in the minds-eye of the consumer. If you are interested in expanding into the grocerant niche call Steven Johnson he is the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, 253-759-7869. www.FoodserviceSolutions.us

At Dickey’s Barbecue Pit Focusing on the Customer Drives Growth

Signing up new franchise partners expanding its brands reach is something that Dickey’s has done very well. From San Diego to Miami, FL  and everywhere in between you can now find a Dickey’s Barbecue Pit or so it seems.  

Dickey’s barbecue chain has focused on key customer touchpoints including Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food.  Currently they are marketing a platform of meals and meal components targeting “middle-ground options falling between garden-variety takeout and catering orders.”

This new platform expand Dickey’s brand value as the packaged meals are aimed at customers who want more than a regular carryout meal, but not enough to justify a full-fledged party-sized platter or bulk order. 

 Reducing the paradox of choice overload Dickey’s is offering three sizes. “The Picnic Pack is intended to feed two to four people, with a pound of meat, two sides and four rolls. The Family Pack promises to feed four to six people, who can pick two one-pound servings of meat, three sides and six rolls. The largest option is the XL Family Pack, with three one-pound servings of meat, four sides and eight rolls, or what Dickey’s says is enough food for six to eight people.”

Dickey’s understands that consumers continue to be time starved and don’t want to cook form scratch or don’t know how to cook from scratch.  Dickey’s marketing messaging points out that the bundled orders are an easy way to eat at home without having to fire up the oven and you can place the order online or in the store. 

Invite Foodservice Solutions® to complete a grocerant program assessment, grocerant ScoreCard.  For brand, or product placement assistance our Grocerant Guru® has the skill-set you are looking for.  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