Supply chain problems? When it comes to retail foodservice including
C-stores, delis, and restaurants Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes
the same way Joseph Bona & James
Owens do.
Joseph Bona is
founding partner and president of Bona Design Lab and James
Owens, AIA, NCARB, is a vice president and shareholder at HFA they recently shared a paper about ‘going local’. The team at Foodservice Solutions® liked it
so much they think you will to. Sharing
is caring, enjoy their article /paper.
“With inflation
reaching levels not seen since the 1980s, the economy is entering a new phase of uncertainty. And so, too, is the North
American convenience store sector, which has changed tremendously since the
days of big hair and parachute pants.
Specifically, will high gas prices result
in fewer trips to our sites and stores? What will happen to foodservice-related
traffic and sales now that so many companies have gone all-in on elevated
menus? What can operators do to stay relevant as their core customers grow
increasingly price-conscious?
Fortunately, consumers now see c-stores
as offering greater value than traditional quick-serve food outlets. Moreover,
many companies have already rationalized their SKUs to make room for those
foodservice programs.
Indeed, it is likely
that many c-store visitors willrespond to economic
uncertainty by trading down from higher-priced restaurants and choosing
convenience retailers instead. And with fuel costs at record highs, they will
also want to save on gas by going to places that are right in their
neighborhoods — a definite plus for convenience stores.
Leaning Into a Local
Identity
All of these trends
favor a strategy that the best c-store operators have already been focused on
for several years: giving people the in-store experiences and in-person social
interactions they crave. Conveying a strong sense of local identity can
be a smart way to add some punch to such efforts.
Here are four ways
to go local in merchandising, design and site/store layout:
1. Bring in Local
Options
Product names,
ingredients and flavor profiles can communicate a lot of information. Think of
the effect of having branded shrimp and grits at a store in South Georgia, or a
locally made, contest-winning cheesesteak in suburban Philly.
Taking this approach
does not mean you must scale back the national brands like Budweiser, Coke and
Lay's. Just a few prominently placed, locally branded SKUs can make a huge
difference.
2. Offer
Opportunities to Touch & Feel the Merchandise
Certain shoppers
will continue to prefer picking up products, inspecting their labels and
physically comparing them with other offerings. So, even as you add the likes
of contactless vending machines, drive-thru lanes, pickup windows and
Pret-A-Manger-like packaged meals, make sure you offer more traditional options,
too.
Open chillers filled
with fresh-made sandwiches, or wooden crates piled high with colorful fruits
and veggies, call to mind the bodegas and corner stores of your customers'
childhoods.
3. Localize Your
Interior Design
Convenience retail leaders
are adept at using tangible and visual cues to create friendly, welcoming
experiences. Design is really just storytelling; it's how c-stores communicate
their brand message and create a sense of place. Basic building blocks here
include lighting, materials, colors and graphics, all of which can be deftly
used to emphasize human connection and that local touch.
The key is to strive
for a unified and authentic experience illustrated with accurate images and
details. Fast-casual restaurant brands like Slim Chickens and Raising Cane's do
a great job with this by using local and regional sports team memorabilia as
décor.
4. Get More Creative
With Outdoor Spaces
In select markets
with larger sites and lower real estate costs, some c-stores could use outdoor
space more creatively. (Love's Travel Stops' newest prototypes offer dog
parks.)
In one community,
picnic tables, free Wi-Fi and a food truck with out-of-this-world fish tacos
could make all the difference. In another, the store's location next to a
popular, multiuse trail could create an opportunity to offer customers a bike
repair station and an outdoor gourmet coffee stand.
Each location is
different; look for cost-effective ways to connect the outdoor and indoor
customer journey.
Don't Forget the
Retail Fundamentals
The c-store industry
has always pivoted to respond to small and large shifts in consumer behavior.
It all started back
during the post-Prohibition 1930s, when Texas entrepreneur Jefferson
"Uncle Johnny" Green started selling everyday staples, including
newly available beer and liquor, from the dock of an icehouse. Green’s
convenience-oriented concept — then called Tote'm Stores, but eventually known
as 7-Eleven — took off quickly. That's because, again and again, the company
identified and responded to emerging consumer needs, from extended hours to
parking-lot gas pumps.
Today's c-store
companies should do precisely the same thing, even if those consumer needs can
vary quite a bit. For example, companies that are adding walkup windows,
drive-thru lanes, contactless vending and the like should make sure their
stores function as efficiently as possible in terms of operations, logistics
and traffic/pedestrian flow. Design and engineering firms focused on the
convenience sector are honing best practices related to these newer approaches,
which are particularly popular with Gen Y and Gen Z shoppers who live and
breathe technology.
At the same time,
convenience retailers also need to identify and meet the needs of shoppers who
want to put down their smartphones and make local, human connections. Here,
too, retail designers have learned powerful lessons.
There is no
contradiction between focusing on both technology and the down-to-earth
fundamentals of the corner market. Ultimately, motivating people to shop your
stores is all about your ability to connect with them at every touch point —
whether virtual or "IRL." “
Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your
retail food brand while creating a platform for consumer convenient
meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
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