Circle K Launches Free Perks Membership Program

 

When it comes to driving customer frequency the question all retailers should be asking is what is the cost of customer acquisition? Now according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “the cost of customer acquisition in the case of Circle K appears to be ‘every sixth item free’.” The Inner Circle offers perks such as fuel discounts and every sixth item free.

So, Circle K has introduced its first free membership program, the Inner Circle. With the hopes of driving customer visits up, selling more items from inside the store, and garnering customer visits from both fast-food restaurants and convenience stores.

The new rewards program allows customers to save on fuel and merchandise, as well as offering them the opportunity to join as a premium member after they spend $500 at participating Circle K locations.

Kevin Lewis, chief growth officer at Circle K, stated, "Our mission is to make our customers lives a little easier every day and Inner Circle fits right into those efforts by providing our customers with a differentiated experience that goes beyond expectations for both fuel and convenience offerings," …"The free membership to Inner Circle is just the foundation for a variety of benefits and experiences Circle K plans to build upon for customers."

Interested guests may enroll in the Inner Circle in a variety of ways:

·         At participating Circle K stores by scanning the QR code on signage using a smartphone to download the Circle K app;

·         By entering their member ID at the fuel pump or checkout;

·         By downloading the Circle K app directly via the relevant app store; or

·         Via the Circle K website.

Initial sign-up perks include saving 25 cents per gallon on the first five fill-ups and receiving five free drinks on any-size fountain drink, Froster or coffee.

Regular rewards members will then receive 3 cents off per gallon while fueling up and a buy-five-receive-the-sixth-one-free deal on most Circle K items, along with various in-store discounts. Premium members can save 5 cents off per gallon and also receive additional offers and discounts not available to regular members.

What is the cost of customer acquisition at your restaurant, convenience store, deli, or other nontraditional fresh food outlet?  

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Food Technology is No Help without an Integrated Strategy

Integrating technology into a restaurant, bodega, service deli, or convenience stores will be of no use to your customers or to the operator without a customer focused relevance that is integrated into the brand messaging according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Consider this, over the past few years, a number of c-store operators introduced mobile apps with the goal of fulfilling an imperative to “go digital” without integrating the technology with both the brand and the customer.

Regular reader of this blog know that today digital technology is much more than just an app.  Today an app requires a comprehensive strategy that includes both product and customer data, customer interaction and ability to be participatory, social media, optimization and more

Fresh food retailers selling meals and meal components need to embrace technologies such as loyalty apps, mobile ordering and self-service kiosks, it’s critical to establish a clear digital strategy from the outset. The goal of such a strategy is to leverage data and technology to better understand your customers, making their experience across every brand interaction and touchpoint more convenient, personalized and enjoyable — and, in the process, drive measurable business outcomes. 

Below are five key points by Kevin Rice, who is the executive vice president at Bounteous, a digital growth partner for the restaurant and c-store industries that helps brands like Wawa, Dash In and Domino’s drive incremental revenue through digital experiences. I think you will like his insights.

First-Party Data and Analytics

Analytics help brands determine how users behave and interact with a brand. If your brand website has limited functionality (no user login, ordering functionality, etc.), site user data from platforms like Google Analytics may be limited. However, customer data can come from a variety of sources such as primary and secondary research. 

When beginning to gather customer data, a key question convenience retailers can begin with is: What motivates customers to choose this brand over another? 

Some customers want fuel discounts. Others want convenience in the form of ancillary services, such as ready-to-eat meals, delivery or car washes. Still others might appreciate a high level of in-person customer service when they stop in for their morning coffee. 

Everyone has different motivations and desired outcomes; the goal of a comprehensive digital strategy is to cater to these unique desires and expectations at each and every touchpoint. Understanding your customer base via first-party data and analytics is the first step in doing that. 

Personalization, Loyalty and CRM 

Once you have data, it can be analyzed and trends within it can be used to better understand consumer behavior and eliminate friction points. This, in turn, drives personalized brand interactions that feel like they were created specifically for each customer, at just the right time. 

An effective CRM strategy considers each phase of the customer lifecycle. It requires strategic, deliberate messaging to target users at a unique moment in time, considering channel, frequency or content.

The small marketing team at Blaze Pizza used its CRM platform to gather a wealth of insights about the brand’s clientele. 

“We did a series of surveys, which resulted in a much higher engagement rate than we anticipated,” said Vince Szwajkowski, chief marketing officer, Blaze Pizza. “In some cases, we were able to re-engage with lapsed guests. We also received information that we can’t get from transactional data, such as which features should be developed in our app, what they love about the brand, and what is challenging about engaging with the brand.”

This gave Blaze an initial data set to build on. As a result of the survey, the brand put together a successful ”Win Back” campaign for lapsed guests. 

Digital Properties and Marketing Technologies

Customers want to be communicated with in a personalized way. Digital assets such as apps, websites, self-service kiosks and media displays in the fuel area are all examples of ways in which to do that. The marketing technology, or “martech” stack — which can include the customer data, loyalty, offer management, marketing automation, online ordering, gift card and other platforms — comprise the underlying architecture that powers a brand’s consumer-facing technology. 

Consumer insights, gathered from the data and analytics mentioned above, can help drive the digital strategy and create a roadmap for new technologies, which will be added over time. 

Testing and Optimization

Digital transformation is not a matter of immediately instituting the best ideas, but rather trying new methods and initiatives to determine what works best for your brand. Breakthrough ideas come not only from knowing what is working, but from knowing what isn’t. 

Some brands will gladly invest in new features and technologies, but struggle to invest in user testing. A/B testing, however, is a critical part of an effective digital strategy. Often, a simple solution can dramatically improve the user experience, but you won’t know that until it’s tested. 

Remember: digital transformation is a long-term, iterative process. Even the most successful brands — such as Starbucks, which began its digital journey more than 15 years ago — constantly strive to optimize customer interactions with the brand. 

Organizational Alignment 

Establishing early-phase collaboration between the IT and marketing departments, along with consideration for operations and accounting, is essential to implementing a holistic digital strategy. 

When the IT department understands the ultimate goals of the marketing team, and vice versa, they can work in tandem to evolve the tech stack based on a clear strategy and roadmap, ultimately improving the customer experience and driving measurable business outcomes. They can also be forward-thinking in planning software integrations, rollouts of new products and services, and tracking and measuring progress. 

While an app alone may not be a digital strategy, it can be an integral part of your brand’s overarching plan. By creating a roadmap and planning across teams and departments, your c-store’s digital presence will grow and contribute to your bottom line.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

 

 

7-Eleven Value in Numbers Pizza Pie for Pi Day

 

When you are the largest convenience store retailer in the world, with over 70, 775 stores worldwide, selling over 1.1 Million cups of coffee a day in the U.S. alone, you can even pay your U.S. taxes at 7-Eleven so you can see numbers matter at 7-Eleven. 

This year, 7-Eleven is highlighting the value of numbers by serving up large pizzas for $3.14 each on National Pi Day (March 14) and according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® that’s a good number and a great price for a large pizza.

So, this deal is available at participating stores through the 7Rewards loyalty program in the 7-Eleven mobile app. Customers can also get the Pi Day deal by ordering with the 7NOW delivery app for on-demand delivery or order-ahead pickup.

This is maybe the best part, for every whole pizza purchase at participating locations on Pi Day, 7-Eleven will help provide a meal to Feeding America, the largest domestic hunger-relief organization in the United States.

7-Eleven Senior Vice President and Chief Marketing Officer Marissa Jarratt, stated, "A year into the pandemic, we reflect on the essential role 7-Eleven plays in its local communities. This year we wanted to do something more while celebrating Pi Day by helping provide one meal for every pizza purchased," ... "Many families and individuals are facing hunger for the first time in their lives. As a food destination, we can be part of the solution."

The initiative is part of 7-Eleven's goal to help provide 20 million meals to hungry families in partnership with Feeding America. (Please click on the link to help directly feed those who need help now.)

So, 7-Eleven pizzas feature the retailer's signature sauce made from vine-ripened California tomatoes and 100 percent Real Mozzarella made from whole milk and our Grocerant Guru® believes you will be surprised how good they are if you have not had one. Yes, they are available Ready-2-Eat or Heat-N-Eat simply bake, the discounted pizzas are limited to two per person, in-store or delivered.

7-Eleven Senior Vice President of Digital Raghu Mahadevan, stated, "This is the third year 7-Eleven has offered $3.14 pizzas on Pi Day, and thousands of pizza-lovers enthusiastically celebrate the math holiday with us each year," ..  "Today, millions of households across the country can have their favorite products brought right to their doorstep via 7NOW with the iconic 24/7, 7-Eleven-style convenience on Pi Day and, really, every other day of the year." Once again, you can help by those in need by clicking this link. We thank you.

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

7-Eleven’s Competitive Breakout Foodservice Move

 

Consider this 7-Eleven is in only 17 countries but has over 70, 319 stores selling fresh fast food.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated, “as 7-Eleven increased fresh food offering by daypart delivery will add incremental top line sales and bottom line profits at the unit level around the world blurring the lines between food sector even more.”

Milk, Eggs, Beer, Wine, Pizza, Beef Jerky, Bread, Pepsi, Coke Cola, Coffee, chips and Slurpee’s create a grocerant niche mix and match fresh food delivery juggernaut the retail food industry has never seen the likes of, until now. Restaurants, grocery stores have one new conundrum, who to slow down 7-Eleven until they can figure out how to compete according to Johnson.

Price drives trail, and customer adoption and convenience store giant 7-Eleven continues its creep into the restaurant space, this time enticing diners with the offer of a free pizza, available through its app leveraging technology as good as or better than most restaurants of grocery stores.

So, the free cheese, pepperoni or extreme meat pizza is available only for delivery or pickup on Oct. 4 via the 7Now delivery app, the Irving, Texas-based company announced Thursday. Diners will still have to pay for delivery. I urge all of you to try it.

The offer is designed to “help loyal sports fans cheer on their teams and properly homegate,” 7-Eleven said in a press release. We all know that the gameday meal occasion, of course, has long been dominated by quick-service brands such as Pizza Hut, Domino’s and Wingstop.

There is no doubt that 7-Eleven is looking to one-up many restaurants with its convenience offerings, noting that customers can add items such as cut fruit, fresh-made salads, and bone-in and boneless wings, as well as beer or wine in participating areas.

Regular readers of this blog know that mix and match meal component bunding is the hallmark driving the explosive growth of the grocerant niche.  Raghu Mahadevan, the chain’s vice president of digital and head of delivery for 7-Eleven stated, "Our 7Now delivery app has proven especially popular as people choose to order-in their favorite comfort foods and snacks not only while watching sports games, but also when working at home, helping kids with schoolwork or binge-watching Netflix,", "We at 7-Eleven want to make life easier and convenient any way we can."

7-Eleven’s delivery app is currently available in about 1,300 cities, with a menu of fresh and hot foods, household items, groceries, over-the-counter medications and more. Most orders are delivered in about 30 minutes. Upsetting the price service value equilibrium even more the new 7Now customers can use a promo code for $50 in delivery credit until Nov. 3.

Regular readers of this blog know that this is not the first time 7-Eleven has tried to steal business from restaurants. The chain has been opening Laredo Taco Company restaurants inside its retail units for at least 18 months. The Mexican concept specializes in housemade tacos and other traditional street foods.

Regular readers also know that 7-Elven has also been experimenting with a new format, known internally as the Evolution concept, that features a designated area for on-premise food consumption as well as a section for craft wines and beers.

The consumer is dynamic not static.  Is your brand dynamic? 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.

Foodie Finds a new Tool to Drive Restaurant Sales with a Qualitative Point of Differentiation

The battle for share of stomach continues to intensify between food retailers we everyone taking aim at the restaurant sector seeing opportunity while they are shut down or limited in their ability to provide meals the way they did just weeks ago. The Foodie Finds App / tool helps restaurant branding and messaging look more like tomorrows restaurant and less like yesterday’s restaurant.  

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® says that “help is on the way”.  That help is in the from of a new App called Foodie Finds.  This new App / tool signals what could become a significant competitive differentiator for restaurants trying to regain share of stomach.

So, Foodie Finds uses augmented reality and AI to help restaurants and bars reach customers, secure takeout orders and drive revenue during COVID-19 and after COVID-19. Millennials drive for food discover has not dampened according to Johnson.  Foodie Finds is the tool Millennials will use to share there new discovery.  Foodie Finds empowers the discovery of delicious food at nearby restaurants and bars.

Jennifer Ganther, Co-founder and CEO of SugarTrek the ‘parent’ of Foodie Finds stated "We have deep compassion for the restaurant, bar owners and staff hit so hard by this pandemic," says. "We wanted to create an app that works better than any other restaurant app on the market today. We know that we will get through this virus together and we want restaurant owners to continue to attract customers and drive revenue even during this very difficult economic time. Therefore, during the quarantine, we are offering our services without charge. We encourage restaurants using Foodie Finds to announce their participation on our app through their social channels to let their customers know where to find the latest deals they have to offer."

So, using augmented reality and sophisticated behavioral economics, Foodie Finds tempts people with images of delicious dishes. Through artificial intelligence (AI) technology, the app gets better at guessing what customers want to eat. With Foodie Finds, customers find out what they want to eat in mere seconds and can place an order. Foodie Finds has over a million restaurants in the U.S. listed and is also available internationally.

"People love it because it offers them food and drinks like nothing they have ever seen before — right before their very eyes! A person can also see food in faraway places, plus he or she can see what their friends are eating," says Myles Leighton, Co-founder and CIO of the app.

"This app will help restaurant owners get ahead of the curve by reaching customers in a fun and effortless way. It has free options and unlockable superpowers, plus crowdsourced content management. Foodie Finds brings in more customers than any other form of marketing because it places food right in front of people, like a dessert cart. With our app, restaurant owners can attract real customers instantly, reduce food waste and offer instant promotions during slow times."

Here is how it works: Restaurant owners can sign up to Foodie Finds in seconds. To start, business owners can simply claim their listed restaurant(s) in the Foodie Finds app to get their business and restaurant dishes shown to customers for free. Foodie Finds helps restaurants attract customers during COVID-19, secure delivery orders and drive revenue during this difficult economic period.  You can simply Email: foodiefinds@sugartrek.com  or (646) 450-8881 tell the Grocerant Guru® sent you!

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 following links: Facebook,  LinkedIn, or Twitter

7-Eleven’s Digital Platform is Consumer Driven

Evolve or fad away is the old foodservice adage.  In the case of 7-Eleven with over franchises and/or licenses more than 69,077 stores open around the world one thing is clear according Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® there is no other food retailer better at evolving that 7-Eleven.

Set on the foundation of saving consumer time, 7-Eleven has focused on its core time stared consumers with innovation after innovation.  Today 7-Elevens digital team is at the industry forefront expanding effortless and convenient solutions with relevance to edifying its relations with today’s consumers.

7-Eleven digital team recently announced that it has reached 25 million loyalty members through its 7Rewards loyalty program. Since expanding its 7Rewards loyalty program two years ago, 7-Eleven has seen membership in the app-based platform almost triple (266%) from 9 million to 25 million members.

How are you engaging consumers? Is your brand driving relevance with technology?  While technology is important Foodservice Solutions® grocerant scorecards indicate that Gen Z and Millennials are drawn to 7-Eleven in large part because of ‘price’ and new fresh food and beverage offering many of them with the ‘halo’ of better for you around them.

Within every sector for foodservice today it is still the food & beverage offerings customer frequency first and technology can edify that relationship in a proactive, meaningful and measurable way.

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869

Blaze Pizza Leveraging Technology Targeting Consumers

Food Marketing once again is evolving.  Today consumers use technology more than ever before and it now take new technology that can help retailers understand the consumer and find them according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Marketing automation platform Punchh recently announced a strategic relationship with Blaze Fast-Fire'd Pizza.  Blaze will be using Punchh technology for its new customer engagement and loyalty app. The Punchh-powered program will enable the company to provide guests with a more accessible mobile platform highlighted by a revamped loyalty program. As part of its "Blaze Instantly" initiative, the company is focused on becoming the most accessible fast casual pizza brand through online ordering, mobile ordering and delivery.

Blaze believes that Punchh could become their new electricity as Punchh’s mobile engagement and loyalty program excels at precise segmentation and targeting.  In addition Punchh ability to engage guests through dynamic messaging featuring detailed information about current and upcoming offerings. Via integration with Olo, the app will also offer online ordering and a new point-based reward structure that gives more guests the opportunity to cash in their flames for food and beverages.

Punchh CEO Shyam Rao stated "Blaze is growing at an incredible pace, and we're elated to be a core part of their forward-looking strategy, entrusted with the responsibility of bringing in new guests and then turning them into loyalists who will spread the good word and further accelerate global expansion,"

Blaze Fast-Fire'd Pizza CMO Shivram Vaideeswaran, "Blaze's success is based on serving amazing pizza and providing an even better guest experience. With a brand focused on cultivating fanatics, we're seizing every opportunity to give our fans more of what they love. Our new loyalty program with Punchh gives us the ability to truly understand our guests and develop exciting new innovation and messaging that speaks their language." Where is your new electricity?

Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us 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:  www.FoodserviceSolutions.us for more information.