Convenience Store News - May 2018 - 56

FOODSERVICE

The Elevated C-store Coffee
Convenience stores are upgrading their java programs in both
product and promotion By Renée M. Covino
are
offered alongside creamers and syrups for
customization. Cold brew and nitro are solid
options, too. Move over Starbucks and
the like, this is the new convenience store
coffee - and it's on a rampant rise.

BLENDS, ROASTS AND SINGLE ORIGINS

"The days of hot and black are long-gone
from the channel," said Emily Wood Bowron,
director of strategic marketing for Red Diamond, maker of high-altitude, premium coffee
that highlights single origins and gourmet
blends from around the world. "I don't necessarily believe the price of a cup will continue
to rise unabated, but I think product options
and marketing components will become more
and more sophisticated.
"With all of the accessible technology, each
generation moves faster than the last, but
they are refusing to sacrifice quality. Taste,
convenience and variety are key, and both
roasters and operators are going to have to
continue to innovate," she continued. "And a
higher throw weight matters - think 3 ounces
and higher, which produces a more flavorful
cup of coffee."
According to market researcher The NPD
Group, the morning meal/snack daypart is the
second-largest from a traffic perspective in the

convenience channel, representing 30 percent of total c-store
traffic, just behind the afternoon snack daypart, at 39 percent.
From a beverage perspective, coffee dominates the morning
daypart in convenience stores, representing one of every
three beverages sold during the period.
What's more, a recent GasBuddy foot traffic report found
that convenience stores with excellent coffee ratings in the
GasBuddy mobile app received 12.5 percent more traffic
between 5 a.m. and 10 a.m. than those with below-average
coffee ratings.
"Given the importance this category plays within the
daypart, revitalizing your coffee platform, in addition to
traditional breakfast meal/snack items, can play a critical
role in growing your overall sales during this important time
of day," noted Randy Raymond, director of foodservice in
retail for Coca-Cola North America.
And that is precisely the current convenience channel
trend, both in product and promotion.

Higher & Higher
Salt Lake City-based Maverik Inc., currently operating 300
c-stores across 10 states, has found a successful coffee
partnership with Boyd's Coffee. Together, they have
worked to elevate Maverik's coffee experience and introduce the chain's first barista program at its flagship location
in downtown Salt Lake City.
Prior to the opening of the first barista café, the teams
went on an origin trip to gain a deeper understanding and
connection with where their coffee originates. Boyd's shares
that "grower passion" on its website with a
video that invites customers to see that
"our growers from around the world
work to keep their rich volcanic soil
in prime condition so that coffee
trees can flourish." In addition to six
handpicked premium coffees, Maverik
offers specialty cappuccinos in flavors
like pumpkin spice and bananas foster.
On the other side of the country,
Whitehouse Station, N.J.-based
QuickChek Corp. has incorporated an elevated coffee experience into its new prototype
store, designed for millennials.
The prototype, introduced late last
summer, marked the chain's 150th
store. New elements include cellphone
and laptop charging stations in an
indoor seating area, and an espresso bar
offering Americanos, cappuccinos, lattes,
mochas, chai lattes, premium hot cocoa and
frappes all made to order.

56 Convenience Store News C S N E W S . c o m


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