Convenience Store News

NOV 2014

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64 Convenience Store News | NOVEMBER 2014 | WWW.CSNEWS.COM straws, returned alongside new deals. For example, during "Straw Days," fans with a specific color straw could redeem a free Roo Cup refill. Kangaroo Express also offered a free Roo Cup refill with the purchase of a grill item at grill-ready stores and snacks in a Roo Cup display for 75 cents. The retailer also asked Roo Cup fans to share their summer Roo Cup experiences through social media using the hashtag #ROOCup. Best FoodservIce lIMIted-tIMe oFFer/ ProMotIon, sIlver MedAl Maverik, North Salt Lake City, Utah Maverik is the silver medal winner for Best Foodservice Limited-Time-Offer/Promotion this year for not one, but two unique promos. The MOAB, or Mother of All Burritos, grew out of Maverik's recognition that its customers love high- quality burritos. The retailer also recognized the suc- cess of large burrito offerings at other restaurants like Chipotle, so Maverik was determined to create one burrito to "rule them all." The MOAB solved the customer breakfast question of "Which part of the pig do I want to eat today?" by including sausage, ham and, of course, bacon, all in one mega burrito. Maverik also added twice the eggs and hash browns, all wrapped up in an extra-large, 13-inch tortilla. The retailer generated buzz about the MOAB with irreverent and edgy advertising. The promo was suc- cessful in trading customers up to a higher price/ register ring and with a greater profit. Without launch- ing at a discounted retail, the MOAB quickly rose to Maverik's No.1 breakfast item in sales, profit and number of units sold. The other promo was the retailer's Fourth of July Fresh Cookie "Flash Sale." Maverik developed this buy- one, get-one-free promotional vehicle to help stores sell more product, while rewarding customers with a great treat on an important travel day of the year. Maverik advertised the Flash Sale to its 400,000 loyalty club members via an email "flash" message. The company's chief operating officer challenged the retail- er's operations team to sell as many fresh cookies as they could, with some enticing incentives for the com- pany, the top store performers and the top Adventure Guide (store associate) for reaching the goal. On the day of the promotion, Maverik increased fresh cookie sales by 1,227 percent over the prior year and achieved a company per-day sales milestone. Best neW FoodservIce ProGrAM, sIlver MedAl QuikTrip, Tulsa, Okla. QuikTrip picks up its second silver medal this year in the Best New Foodservice Program category for its new QT Kitchens concept, universally lauded by the How To Crew. After initially testing the fresh-made food pro- gram, QT quickly began rolling it out across its ample footprint. The chain expected to finish the rollout of QT Kitchens to all its stores scheduled for a remodel by October, just nine months after the project began. The QT Kitchens program offers fresh, made-to-order food and beverages, such as flatbreads and sandwiches, kolaches, specialty drinks, soft-serve ice cream and whole or by-the-slice pizza, from 6 a.m. to 10 p.m. daily. Best FoodservIce lIMIted-tIMe oFFer/ ProMotIon, Gold MedAl Kangaroo Express, Cary, N.C. Kangaroo Express, the main store brand of The Pantry Inc., which operates more than 1,500 c-stores in the southeastern United States, brought back its renowned Roo Cup — a collectible cup refillable with any fountain or frozen beverage — this year for the hot summer season. In April, the chain gave Roo Cup fans the chance to register and reserve — or "ROOserve" — their cup one week early if they reserved it on the chain's Facebook page or via the Kangaroo Express mobile app. Those who made a reservation received a certifi - cate via email or on the mobile app's Deals page with details on how to redeem the certificate in-store and purchase their cup on April 24. The Roo Cup was fully released to the public May 1. The 2014 Roo Cup retailed for $6.99 plus tax and could be refilled with any fountain or frozen beverage for 25 cents from May 1 through Sept. 30, almost a full month longer than last year. Roo Cup customization options, such as colored

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