With the world on lock-down for over a year, many marketing programs were on hold. Circle K has one branded marketing program consumers will want to hold-on-too according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
U.S. customers can enjoy one daily Polar Pop fountain drink, Froster slushy, coffee or tea of their choice for $5.99 a month subscription. Now as vaccinations rise and cases fall, Sip & Save could help boost sales of dispensed beverages, which saw significant drops during the pandemic, according to the c-store operator.
Kevin Lewis, chief marketing officer of Circle K's parent company Alimentation Couche-Tard Inc, stated, "We really see this an opportunity to drive traffic at a time that people are just starting to come out of the understandable cocoons that they've been in for the last 12-plus months,".
Data from the test showed that customers are visiting more frequently than Circle K expected and trial customers were adding food purchases to their daily subscription drinks. This bodes well for the retailer's foodservice program, which is implementing the second wave of its "Fresh Food, Fast" concept this year, as regular readers of this blog know.
Circle K currently plans to run Sip & Save for 90 days, but it could extend the program, and Johnson believe that they will. "
Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.