Single Store Owner

JUN 2016

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foodservice 42 / Convenience Store News for the Single Store Owner / JUNE 2016 S I N G L E S T O R E HOW T O O W N E R Prepared Food / Hot, Cold, Frozen Dispensed Beverages How to Choose Foodservice Friends, Not Foes By BoB PHilliPs one establish his/her location as a viable alternative to the local competition — from other c-stores to quick-service restaurants (QSRs). "Your goal isn't simply adding incremental sales to an existing customer base. You want your partner to help make your store a destination that increases traffic and drives loyalty," said Convenience Store News for the Single Store Owner How To Crew mem- ber Joe Bona, p resident of Franklin, Mass.-based retail design firm MoseleyBona Retail . Translation: Adding a Dunkin' Donuts to your footprint is not the answer if a DD can be found at a local supermarket, another local c-store, at a rest stop on the highway, not to mention a freestand- ing DD location — all within a five-mile radius of your store. Understanding your end goal is vitally important for a single-store owner , as is developing strate- gic foodservice goals, added fellow How To Crew panelist Holly Veale, foodservice product director at convenience distributor McLane Co. Inc. "Whatever the foodservice play is, it has to be strategic," advised Veale. "The worst thing an opera- tor can do is be impulsive and reactionary." O f all the issues affecting the sales and profitability of single-store owners, choosing the right vendor partners ranks toward the top of the list. On the branded side of the equation, a good foodservice partner should be able to provide a single-store owner with a clear point of differentiation in the marketplace, and help Foodservice 101: Call to Action Seek a long-term partner, not a quick fix . Agree- ments should be put out to bid in five-year increments. Visit the competition. Ask about out-of-stocks, consistent pricing, service and support. Find out what they do vs. what they say they do. Provide sufficient parking. Foodservice programs have failed because customers use the pumps for parking after filling up, making it less convenient for the consumer coming into the store and frustrating other customers waiting for an open pump.

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