It’s estimated that nearly one-third of the workforce still works from home, and an extraordinary 91% of people surveyed would like to stay there. So, instead of hitting the morning commute and the early-hour c-store rush, folks are grabbing a cup of joe and walking down the hall to their home office. Consequently, there’s been a decline in fuel, breakfast and coffee sales. But thankfully, the story doesn’t end there. C-stores may have less footfall during the normal commute times, but sales opportunities are moving into other areas. This post will take a look at the direction remote workers are pushing sales and the ways c-stores can take advantage of the opportunities.
A shift in foodservice demands
When it comes to foodservice, c-stores have seen a jump in their quick-serve, grab-n-go and delivery sales. This is especially true in the afternoon dayparts, right around the peak times workers need a meal to get them through the rest of the day. So, instead of brewing extra gallons of coffee at the crack of dawn or putting out trillions of donuts, bagels or croissant sandwiches, put some of that energy into increasing prepared foods for lunch service. But that’s just the start of it. Succeeding in today’s environments, takes more than simply shifting your food production focus to seize the sales opportunities. Let’s dive deeper into how to respond.
Implement delivery service
“Location, location, location.” It’s an old adage that we’ve all heard a time or two. And it’s true. Proximity to customers is an advantage for c-stores, which makes it not so surprising that 20% of c-stores plan to expand their delivery services going into 2022. Neighborhood c-stores are better positioned to get meals to nearby homes quicker than big-box operations. And since some workers can’t always get away during their workday, delivery is a sure route for increased food sales. To get in on the delivery trend, evaluate your priorities and determine which vacinities are profitable (and realistic) — and which foodservice equipment you’ll need to do it well.
Become a destination store
Delivery isn’t the only way your c-store location can draw in sales from remote workers. Sometimes, the same four walls get pretty stagnant. Let location be your ally and cater to those in the neighborhood that need a workday change of scenery. It’s become the norm for the work-from-home crowd to spend several hours at a café or coffee shop. Draw them into your c-store instead by providing an inviting atmosphere (read: tables to work at or small, quiet locations for virtual meetings). Become a destination shop in your community for workers looking for a delicious bite to eat, caffeine fix and a friendly environment to work in. Every business knows that the longer a customer stays in your building, the more they’ll typically spend. Get those regulars to stick around, keep them happy — and rake in the revenue rewards.
Elevate food offerings
While an inviting atmosphere is vital, it’s the food that will keep customers coming back for more. Staple comfort foods are a must-have (here’s to mac-n-cheese and pizza). But, up the ante from the same ‘ol humdrum offerings and expand your foodservice line. One out of three Americans state they would eat at c-stores more often if there were healthy options. So, satisfy them. Include more health-conscious, plant-based meals and ethnic cuisine. Try serving sushi, edamame, dolmas, broccoli slaw, black bean and corn salsa. That’s not an exhaustive list, so think about what your customers want and elevate your offerings with delicious and creative options.
Enhance the digital experience
In addition to introducing new and popular items, c-stores will need to increase their digital finesse to stay in the game. Casey’s General Store, known for its pizza chain, is one company that enhanced its digital experience and saw a boost in sales. They did this by launching a mobile app with attractive visuals and intuitive functionality. They also integrated their app with their loyalty program. The winning combination of great marketing and an easy customer experience made their popularity explode. Follow suit with smart tech enhancements and a customer-first approach to digital innovation.
Gain revenue and loyalty.
The continued work-from-home trend is bound to create some shifts in your food production and operational practices. But, those changes work to gain the loyalty of remote workers in your neighborhood and that loyalty always pays off (quite literally). Looking at other ways to up your revenue? Take a look at our blog, Four Hidden Revenue Opportunities Foodservice Operators Should Explore.
