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Tips for increasing specialty coffee sales

OAKBROOK TERRACE, Ill. — Owners can bundle pastries and coffee together to create a higher perceived value.


OAKBROOK TERRACE, Ill. — Convenience stores are feeling pressure to upgrade their specialty coffee menus to compete with quick-serve restaurants, according to

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C-stores reign over quick-serves with traditional coffee, but they are threatened by quick-serves’ specialty coffee options, noted the article. Ken Hall, merchandising manager for Kwik Fill, said in the article his “biggest competitors right now are Burger King, Dunkin’ Donuts, Tim Hortons and McDonald’s.”

Read also: Wawa to modernize older stores with remodel program

The article provides four steps to increase a c-store’s coffee and baked goods sales.

  1. Better Coffee. Have a more premium blend available and offer more flavorings and creamers. Brew fresh pots regularly throughout the day.
  2. Variety and Freshness. Offer high-quality breakfast options in addition to coffee and snacks, shared the article. Microwaves can be provided to allow customers to heat up their pastries.
  3. Beverage Bundling. Package baked goods with beverages to increase sales, reported the article. Bundles have a higher perceived value. “When we cross-promote with our Prairie City Bakery items, we get at least a 15 percent lift in coffee and breakfast bakery sales,” Hall added in the article.
  4. Merchandising. Pay attention to the presentation of your baked goods and keep them stocked. Owners can also display cookies or cakes for the afternoon crowd.

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