Convenience Store News

NOV 2014

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WWW.CSNEWS.COM | Store of the Future 15 the retail space the moment they enter the parking lot whether they do so in a car, on foot, on a bicycle or via public transportation. The built-in ceiling/canopy blurs the boundaries by creating an indoor/ outdoor zone, or an "in-between" realm that makes the site more than an exterior gas station paired with a boxed-in convenience store. "This in-between area sets the scene for choice," Cole said. "It gives the choice of enjoying the offerings at your own pace, with the walk-in window being one of many options." At Fresh Fuel, customers can choose to refuel and refresh them- selves with the snacks, food staples or fresh-made meals offered inside the store — all of which are easily ordered in advance online or via mobile device for a quick-stop pick- up. Those who don't mind a longer visit can enjoy the weather at an exterior seating area that features a sit-up deli/grill and family-sized pic- nic tables. Additional seating inside the store also lets dine-in customers make use of technology through built-in iPads that are free for cus- tomer use. The variety of choice and upscal- ing of the c-store's refreshment options are evident in the person- alized touchscreens for beverage ordering that offer far more than Coke or Pepsi. Instead of stopping by a soda fountain that's impressive merely for its number of heads, cus- tomers at Fresh Fuel can select anything from purified private-label waters to premium beverages, with the option to add flavor boosts, vitamin shots and other health/energy additives. The store perimeter carries on the combination of variety and quality in the form of a micro-format grocery for fresh food and basic offerings, a modern growler bar that stocks beer and wine, a deli/bar and grill, and traditional convenience items. Working together, Fresh Fuel's offering appeals to multiple target demographics who want a convenient meal and drink, including busy, on-the-go customers; tech-savvy Millennials; multicultural consumers; and blue-collar workers. GOING NATURAL Separate from the products offered, the store con- struction and décor are nearly as important to The Refueling & Refreshing Center of the future. "From a materials standpoint, natural sunlight MoDern Growler Bar Deli offerinGS toUchScreen orDerinG live Greenery

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