Single Store Owner

JAN-FEB 2016

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24 JANUARY 2016 CONTINUED FROM PAGE 21 Bar-focused restaurants, in fact, have long built business in the quiet hours between lunch and dinner by ofer- ing budget-friendly discounts on drink-and-appetizer combos. P.F. Chang's, for example, highlights tiered value by ofering a collection of appetizers at four price points ($4, $5, $6 and $7) from 3 to 7 p.m. And TGI Friday's has made its happy hour more of a round-the-clock occasion, which is in line with the shif from three square meals at traditional times to noshing at all hours. Te restaurant's new Happy Hour Every Hour ofers $5 appetizers and adult beverage specials throughout its hours of operation. Building an afternoon menu As c-stores increasingly look to restaurants as inspiration for foodservice programs, their version of "happy hour" could be as simple as marketing the occasion by better connecting beer and prepared foods as an afernoon snack occasion, purchased at the c-store for consumption at home. Building a snacking menu of beer-friendly prepared foods gives the concept even better visibility. Traditional happy hour fare at restaurants is not unlike the core of prepared food snacks at many c-stores—wings, mozza- rella sticks, onion rings and other indulgent fnger food. C-stores can also emulate P.F. Chang's and create two tiers of late afernoon choices for shoppers to take home and consume: a value menu of small bites and traditional items and beers, and a higher-priced collection that could encourage trading up to more premium and larger-por- tioned snacks and brews. —Jenny Anderson SOURCE: MARKET RESEARCH, 2015 SOURCE: MARKET RESEARCH, 2015 2014 2013 Percent of c-stores selling beer 75.3% 75.3% For stores selling beer: Percent of in-store sales 12.8% 12.9% Average sales per store $174,179 $171,792 Percent of in-store gross margin dollars 8.9% 8.7% Average gross margin dollars per store $32,353 $31,173 Beer/malt beverages c-store sales 2014 BEER C-store beer sales growth 12.0% Imports 9.6% Budget 8.7% Popular 7.8% Flavored malt beverage 3.8% Microbrews/craft 3.6% Super premium 2.3% Malt liquor 0.1% Non-alcoholic Flavored malt beverage 12.9% Budget 11.1% Popular 10.2% Imports 9.4% Malt liquor 6.0% Microbrews/craft 2.8% Super premium 2.5% Non-alcoholic 0.1% 52. Premium Dollar sales Unit volume Premium

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