Convenience Store News - July 2017 - 52

FOODSERVICE

Prepared Food + Hot, Cold, Frozen Dispensed Beverages

WHAT TO OFFER

Each c-store's specific mix of grab-and-go products
should depend on the market and what resources are
available. In general, though, quality, variety and packaging are the three key aspects of any successful graband-go program.
Quality doesn't necessarily mean premium ingredients with a price to match. It means items should
be available in an optimum state; not pushed into an
extended shelf life. Some products are technically good
for four hours in the hot hold, but see a sharp decline
in quality after two hours.
"How many times have you gotten something out
of a hot hold and the bread had turned crispy, or the
wings are wet and soggy?" Krebs posed. A hungry cus-

Once quality items are available, packaging can be
used to prove it to customers.
"It really does make a difference what you wrap
that item in," Krebs said. "The customer is looking for
a visual experience."
Foil and paper might be cheap and easy to use, but
neither one tells consumers anything about the product,
or whether it's fairly fresh or has sat there for hours.
This January, Rutter's launched a breathable, microwavable and resealable hot hold bag that shows off its
contents through a clear window, hopefully attracting
customers who happen to see it and hadn't even been
intending to make a grab-and-go purchase.
Packaging can also help sell a product if it's functional in a way that makes it easier for customers to

Earlier this year, Rutter's introduced a breathable, microwaveable and resealable hot hold bag.

tomer will likely accept the low quality and move on,
but a single sale is not enough. "You might get that
customer in the first time, but they won't be a repeat,"
he said. It's important to plan grab-and-go stock to
minimize spoilage, while keeping in mind the existence
of it is "the cost of doing business."
Retailers must be careful not to let quality standards slip just because items aren't made to order.
When it comes to grab-and-go product selection, consumers are most interested in "unique and high-quality
ingredients," according to PepsiCo.
While it might seem like increasing the variety available in grab-and-go would make it harder to maintain
quality standards, small differences can have a big
effect, according to experts. Using different kinds of
bread, such as biscuits and croissants, or different types
of wraps can result in different kinds of meal experiences for consumers, despite being paired with the same
type of meat or egg to make a sandwich. This also gives
consumers the feeling of choice, even though the choice
is limited to what is available in the grab-and-go cases.

52 Convenience Store News | JULY 2017 | WWW.CSNEWS.COM

take with him or her and eat while on the move. For
instance, PepsiCo points to its Top N' Go line that
turns bags of Doritos, Fritos and other chips sideways
so that cheese and other toppings can be placed on top
and held by the buyer as a walking taco. The snack
was first offered at a mobile truck and has expanded
to c-stores and other retailers.
Once a c-store takes steps to improve its grab-andgo program, marketing the changes can be as simple
as directing customers into those parts of the store.
Pumptoppers at fueling stations or advertisements on
the glass at the front of a store can alert customers
to the existence of whatever new product is currently
being promoted and compel them there.
Inside, signage placed on cold vault doors, at the
coffee station or at a grab-and-go case can advertise
combo deals, such as a discount on a breakfast sandwich and coffee.
Not only is this an upsell, but "it leads them along
the way right at the point of decision," Krebs said. "It
will direct them to where you have these things." CSN


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Table of Contents for the Digital Edition of Convenience Store News - July 2017

Contents
Convenience Store News - July 2017 - Intro
Convenience Store News - July 2017 - Cover1
Convenience Store News - July 2017 - Cover2
Convenience Store News - July 2017 - 3
Convenience Store News - July 2017 - 4
Convenience Store News - July 2017 - 5
Convenience Store News - July 2017 - Contents
Convenience Store News - July 2017 - 7
Convenience Store News - July 2017 - 8
Convenience Store News - July 2017 - 9
Convenience Store News - July 2017 - 10
Convenience Store News - July 2017 - 11
Convenience Store News - July 2017 - 12
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Convenience Store News - July 2017 - 14
Convenience Store News - July 2017 - 15
Convenience Store News - July 2017 - 16
Convenience Store News - July 2017 - 17
Convenience Store News - July 2017 - 18
Convenience Store News - July 2017 - N1
Convenience Store News - July 2017 - N2
Convenience Store News - July 2017 - 19
Convenience Store News - July 2017 - 20
Convenience Store News - July 2017 - 21
Convenience Store News - July 2017 - 22
Convenience Store News - July 2017 - 23
Convenience Store News - July 2017 - 24
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Convenience Store News - July 2017 - Cover3
Convenience Store News - July 2017 - Cover4
Convenience Store News - July 2017 - U1
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