FOODSERVICE
Four Steps to Grab-and-Go Success C-store retailers without made-to-order foodservice programs can still be competitive — if they know how to make the most of their grab-and-go programs By Angela Hanson
CUSTOMIZATION, FRESHNESS and bold flavors — these are qualities that an increasing number of consumers, particularly younger ones who have growing buying power, say they most want in the food they buy from convenience stores and other foodservice operators.
This makes a strong case for offering made-to-order foodservice programs, but some existing c-stores don’t have the in-store space to fit a full made-to-order program, while other c-stores might not be able to support or staff one based on the local market. C-store retailers without made-to-order foodservice programs are not doomed to fail; they can still be competitive — if they invest in and execute high-quality graband-go programs. Even chains that do lean in hard on madeto-order are leaving money on the table if they do not maintain a grab-and-go offering and put effort into keeping it strong. Here are four ways to make a grab-and-go foodservice program shine: 1. Highlight Speed & Quality Customization gives customers the opportunity to get “what I want, how I want it” — but what many want is simply to get in and out as quickly as possible.
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“I think that speed trumps customization,” said Paul Servais, retail foodservice director at Kwik Trip Inc. He noted that while the La Crosse, Wis.-based chain still offers some self-serve customization options, such as its sandwich toppings bar, the lack of full-service customization has never been a deal-breaker for its customers. “That’s really what we’re seeing.” Being able to make a quick food purchase is a big part of “convenience” for busy consumers who are eating more meals and snacks on the go than ever before. Daypart plays a part, too. At certain times of the day, customers are more willing to wait as their customized order is prepared. At other times, customers may not have a choice if they have somewhere to be or a limited break from work. Servais recalled visiting a competitor that offered both grab-and-go and made-to-order during the lunch rush. “No one was customizing anything,” he said. The catch is that consumers must feel confident they can get what they what from the grab-and-go case; that they don’t consider a lack of customization to mean lesser quality. “First and foremost, we want to make sure that the quality is good from the beginning, whether it is quality ingredients [or] strong partners,” said Jeff Keune, senior vice president of foodservice and innovation at West Des Moines, Iowa-based Yesway. “We want to reinforce Yesway as a food destination and it starts with the basics. Speaking of the basics, execution is the foundation of a strong offering. We have invested in training for our team members and quality controls to ensure the food is safe, appetizing and looks great.”