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Multi-profit Centers / Sales and marketing

Converting traffic into foodservice sales at c-stores

July 10, 2014
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GRAPEVINE, Texas — During a 2014 FARE session titled “Bring Them In: The Convenience Foodservice Consumer Decision,” Kevin Miller, senior marketing manager of convenience stores for Tyson Food Inc. spoke on how to convert traffic into foodservice sales, according to CSPnet.com.      

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Around half of prepared foodservice sales are planned, notes the article, so there is an opportunity to increase impulse purchasing. With traffic being increased around 2 p.m., many c-store owners who only focus on breakfast are missing out on potential sales, it states in the story. 

During his session, Miller outlined three strategies to optimize interest, notes the article. The first is to “remind consumers and shoppers that you're going to get them in and out," he said. “Beat that drum. Remind them how easy [c-stores] are. And make it even better."

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There are six top desires for customers when it comes to prepared food, he continued. Freshness, price/value, quality, store cleanliness, menu choices and past experience. Miller’s recommendation is to build on these six attributes.

His last strategy is to drive awareness. "Many consumers don't know what c-stores offer,” he added, and brands that launch a campaign to drive awareness can create more of an identity.  

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