Rutter’s Restaurant Quality Convenience Store Selection

Understanding what customers want is key to driving top-line growth and bottom-line profits according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Serving restaurant quality fresh food fast has served Rutter’s well.

Rutter's continues to listen to consumers, and has heard the cries for fresher faster, so they have elected to add more technology to the mix this time in the way of online ordering.  They are starting by, rolling out the online ordering service to Rutter's VIP Rewards members.

Why Go Anywhere Else?!?" the convenience store retailer posted on its Facebook page on March 14. 2023, "You asked for it and we answered! Today, we launched online ordering for all Rutter's Rewards customers! Now you can skip the line and order ahead at Rutters.com, or by using our updated mobile app! With billions of food combinations to choose from…”

Here is how it is working, to commemorate the kickoff of online ordering, all VIP Rewards members will receive a bonus of 25 cents off per gallon of fuel when placing their first online order. First-time users of the Rutter's app who sign up to be a Rutter's VIP Rewards member will receive 10 cents off per gallon of fuel. VIP Rewards members earn 3 cents off gas every day.

In case you did not know, Rutter's won the 2022 Best Cold & Frozen Beverages Innovator award in Convenience Store News' annual Foodservice Innovators Awards program. The retailer is no stranger to the winners' circle, having won the overall Innovator of the Year title in 2012, 2018 and 2021. Rutter's was also named Prepared Foods Innovator of the Year in 2013.

Rutter’s is setting its sights on new and existing markets to grow its retail footprint. Expansion plans call for 50 new c-store locations over the next five years. Rutter's will add c-stores to the states in which it currently operates, and will enter Delaware and Virginia for the first time. Are you listening to your customers and giving them what they want? 

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

Rutter’s Joins the Restaurant Sector Me to We Movement in 2021

 

Once again success does leave clues and industry leading companies understand that there is an increased unmet need that consumers are expressing when it comes to their everyday life and food, meals, and beverages. That is food and food packaging that has the ‘halo’ of better for you and a hallmark of the Grocerant niche.  

So, regular reader of this blog know that we have been highlighting food companies that are focused on elevating next year, 2021 in food, as the year the industry focuses on From Me to We” movement in food aka sustainability. That is expanding the ‘halo’ of ‘better for you’ food and food packaging offerings within every sector of retail food.

Around the world consumers are expressing greater sense of urgency around climate change, droughts, wildfires, and increase in intense tropical storms. According to The NPD Group, consumers reported in July that 63% of their eating occasions during the COVID-19 outbreak have been atypical, meaning they’re eating and sourcing foods and beverages outside of their normal routines. That disruption has elevated consumers focus or ‘better for you’ sustainable food and beverage options according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  

 Rutter’s debuted new paper coffee cups, the new paper cups are a change from the current Styrofoam cups and will feature an updated design. They will also feature ThermoTouch double-wall insulation technology, which will eliminate the need for cardboard sleeves or double cupping, helping to reduce waste elevating the halo of better for you.

Rutter’s is the first convenience store chain to introduce dedicated recycling bins at their stores, Rutter’s has always looking for ways to be more eco-friendly. The move to paper cups that are made of 92% renewable resources and non-toxic materials is a continuation of its environmental efforts.

Chad White, Food Service Category Manager stated, “Moving to a paper cup design will help us reduce our carbon footprint, while bringing a new look to our coffee bar as we move into 2021,”

Rutter’s fresh prepared food is at the intersection of restaurant fresh casual Ready-2-Eat and Heat-N-Eat and convenience store mix and match family meal component bundling, both hallmarks of the grocerant niche.

Rutter’s is well known for its award-winning coffee bar, which features six standard coffee blends and a rotating seasonal blend. With a wide variety of creamers, flavored syrups and toppings, there is something for everyone. Rutter’s also offers handcrafted beverages such as frappes, lattes and cold-brew coffees, all of which are available to order through the kiosk.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Millennial's Abandon Restaurants for C-store Foodservice

The lines between food sectors continues to diminish as Millennials continue their quest for grocerant niche fresh food discovery.  It’s that journey of discovery, trial, and migration that is confounding legacy chain restaurant leaders according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

A new GasBuddy survey found that “43 percent of millennials purchase more food from c-stores today than three years ago.”  The simple fact is in our time starved world, where we count a full-time job as 23 hours and up.   Millennials are in search of fresh food fast and for less.  They are finding that at C-stores.

The new study found

1.       Approximately 56 percent of Americans purchase meals at gas station c-stores at least once a month, while younger consumers purchase food at c-stores more frequently,

2.       A quarter of those aged 30-44 purchase food five or more times per month,

3.       While 20 percent of those aged 18-29 purchase food at c-stores three to four times per month,

4.       Three quarters (75 percent) of respondents believe c-store foodservice has improved in the past five years.

Frank Beard, convenience store trends analyst at GasBuddy  stated "Convenience retailers with compelling foodservice programs are a growing threat to quick-service restaurants," … "Data show that people choose convenience stores over fast food locations because of the convenience of an all-in-one stop for fuel and food, followed by a preference for the taste of the food at c-stores. Couple this with leading convenience brands like Wawa and QuikTrip rapidly expanding across the country, and fast food brands will be forced to find innovative ways to catch up."

So, why should legacy restaurants worry? Well, along with frequent visits to c-stores to purchase meals comes increased dollar spend. The study found that one in four Americans spend $6 to $10 per week on c-store foodservice, with nearly 20 percent of those aged 18-29 spending $10 to $15 per week.

There are undercurrents of commonality that chain restaurants over look but the consumer has not. The most-preferred meals at both c-stores and quick-service restaurants include sandwiches or wraps; fresh salad; pizza; burgers and fries; and fried chicken.

Beard continued "Convenience brands are well-positioned to cater to consumer's tastes because they aren't pigeon-holed into one type of cuisine,". "Our study found that younger Americans prefer more variety, particularly with newer menu items like burritos and pizzas."

Speed is a concern, as nearly one third of consumers are only willing to wait five minutes for their meal. When asked what they dislike about fast food establishments, consumers named unhealthy options as their top concern, followed by food quality, restaurant cleanliness and limited food and drink options.

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? Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

Grocery Stores & C-stores Continue Taking a Bite out of Restaurant Sales

One fundamental of consumer food marketing is follow the customer.  When the consumer evolves all retailers including grocery stores, convenience stores, restaurants, clothing retailers and furniture retailers need to do the same according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

General managers at Whole Foods Market stores have called thier stores ‘grocerants’ for over ten years according to Johnson.  Whole Foods has been keenly aware of the undercurrents driving the consumers within the grocerant sector and has successfully repositioned to garner incremental customer transactions within the grocerant niche according to Johnson.

Whole Foods has consistently received high marks on Foodservice Solutions® Grocerant ScoreCards for food quality, price, service and while elevating internal food quality standards while simultaneously elevating communication to consumers about their fresh prepared Ready-2-Eat and Heat-N-Eat ‘better-for-you’ offering. 

Grocerants generated 2.7 billion visits and $12 billion in sales in 2017 by promoting restaurant-quality freshly prepared foods. Building momentum grocerant visits have increased close to 30% over the past 10 years and show no sign of slowing down according to Johnson.

Driven by Millennial customers today more than 40% of Americans buy freshly prepared foods from grocery stores. Besides being fast, fresh food, it can be cheaper than traditional takeout. According to NPD Group study grocerant meal costs $4.22 on average, compared to $7.96 at a fast-casual restaurant, a 53% difference.

Consumers like to save while eating restaurant quality food and most consumers now believe that Takeout meals or meal components comprised of fresh food from c-store the ilk of Sheetz, Wawa, and Rutter’s is restaurant quality according to recent Grocerant ScoreCards according to Johnson.

Fast-food restaurants with drive-thru’s have had the Ready-2-Eat sector to themselves for years.  However, after years of capitulating market share sales away from grocery stores and c-stores the tide has turned.  Consumers are driven by an increase in menu choice, food quality, and price to sample, savor, and save on What’s for Dinner.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  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

Convenience Store Foodservice Innovation Continues

Without doubt foodservice sales at convenience stores continue to fuel growth simultaneously disrupting customer count growth at chain restaurants according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Once again its a story about the little guy trying harder, Rutter’s, a regional chain of 71 foodservice-forward convenience stores, was selected the 2018 Foodservice Innovator of the Year in Convenience Store News’ seventh-annual Foodservice Innovators Awards program.

Regular reader of this blog know we have covered, recommended, and lauded Rutter’s who constantly in the news with new menu offerings that are distinctive vs. the competition, while expanding its customer base.

CSNews mentioned that “among the many accomplishments the retailer is being recognized for this year are:

·         Expanding its food menu to include two local favorites: Pork Belly and Pepperoni "Roni" Rolls. Pork Belly is available as an additional topping for such items as burgers, sandwiches and mac & cheese, in addition to serving as a standalone sandwich, sub or wrap. It was initially available exclusively at Rutter’s for two months. "Roni" rolls are soft, Italian dough stuffed with pepperoni and mozzarella cheese, and topped with cheese. Like Pork Belly, it is supplied by a local manufacturer — defined as being located within a 100-mile radius of Rutter’s corporate office, or in the state of Pennsylvania.

·         Earlier this year, Rutter’s further expanded its extensive food menu by offering customers more than 25 new seafood options. Items include fried shrimp tacos, tavern battered cod sandwiches, crab cake sliders, fried scallops, a fried clams basket meal, crab and roasted corn chowder, and single, double and triple tavern battered cod Route 30 sandwiches. This offering represents the most seafood options of any convenience store operator in central Pennsylvania, according to the company.

·         Rutter’s has been investing in local, fresh and healthier product procurement. In January, the retailer promoted Cheri Booth to the new position of fresh and local category manager, reporting to Ryan Krebs, director of foodservice. Booth oversees all aspects of local, fresh procurement including produce, seasonal fruits and vegetables, foodservice, snacks, beverages, beer and wine. At the time of Booth’s promotion, Krebs stated, "Consumers increasingly want more fresh, local and clean label products. We think that deserves a dedicated person to make sure we are providing our customers with the highest-quality local products possible."

Making fresh fresher within the c-store sector, Rutter’s expanded its fresh and local initiatives with the addition of seasonal fruits and vegetables to its grab-and-go cold cases and fresh restaurant menu offerings. An assortment — which could include watermelon, blueberries, heirloom cherry tomatoes, sweet corn, and yellow and green squash, depending on the time of year — is available in the grab-and-go case in the center of its stores. The watermelon, blueberries and tomatoes come in ready-to-eat packaging for a quick and healthy snack.

Local with relevance is important and Rutter’s will change its fresh and local selection of ingredients as the growing seasons change. A “Local” icon on the retailer’s electronic build-your-own ordering kiosks identifies available offerings. The c-store chain’s grab-and-go and restaurant menu produce is sourced from family farms throughout Pennsylvania, Maryland, New Jersey and Virginia.

“Foodservice is at the core of our company. It has been since we started as a dairy back in 1921,” said Scott Hartman, Rutter’s president and CEO. “Food has been a core part of our sales and it’s ever-increasing. It drives so many other categories in our stores, from the beverages that go with foodservice to the snacks and the candy, and just the foot traffic it drives during key dayparts.” Are you expanding choice? Are you inviting new customers into your stores?  Does your menu look more like last years menu?

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  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 convenience stores Aims too Replaces Restaurants & Retail Grocery Stores

Convenience stores are known for fast service saving consumers time.  Rutter’s on the other hand has not only done that they have developed consumer loyalty offering great grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food that their consumers consider ‘restaurant quality’ according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Rutter’s recently opened their newest store that is home to the Rutter’s largest restaurant. Among the items on offer are Rutter's 100-percent Angus beef burgers, chicken pot pie, pizza, ribs, turkey burgers, Red Bull smoothies, frozen lemonade and various handcrafted beverages.

The team at Rutter’s has expanded fresh fast food to include produce that is conveniently located in grab-and-go cases at stores that edify family meal planning and elevate the ‘halo’ of better-for-you’ fresh food items from Rutter’s with items the ilk of watermelon, blueberries, cherry tomatoes, sweet corn and squash. The watermelon, blueberries and tomatoes come in ready-in-eat packaging, while the sweet corn and squash are packed whole to be used as part of a meal cooked at home.

Ryan Krebs Director of Foodservice stated “Rutter’s has an agricultural, dairy and foodservice history spanning several hundred years in the central Pennsylvania community, and with our fresh and local focus we are supporting businesses throughout the Mid-Atlantic region while offering our customers healthy, economically sustainable products,”… “

How are you building the ‘halo’ of better-for-you around your brand?  Have your created a platform that saves families time, focuses on meals, day-parts, expanding solutions to the ever present question of What’s for dinner?

Are you looking for a new partnership to drive sales? 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.