Convenience Store News

JAN 2017

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96 Convenience Store News | JANUARY 2017 | WWW.CSNEWS.COM EXPERT'S VIEW half of its stores by 2020. This is positive proof of the continued and growing importance of drive-thrus to today's busy and time-starved consumers. CSN Tom Cook is principal of King-Casey, where his primary responsibility is to oversee and direct the strategic and operations management of the retail consulting and design firm. This entails King-Casey's core business processes: client service delivery, client business development, design and implementation delivery, new service development, and new business development. Cook's expertise in branding, marketing and strategic retail design spans a broad range of clients and industries. Editor's note: The opinions expressed in this column are the author's and do not necessarily reflect the views of Convenience Store News. results convinced Starbucks that food images were helping drive food sales at the drive-thru. Starbucks now prominently utilizes visuals on its interior menuboards as well. Another key insight involved their drive-thru merchandising. There is a saturation point for mes- saging within individual customer zones. Depending upon the zone and how customers use it, there's an ideal maximum number of messages the customer can digest. Going beyond that saturation point is a waste of money, and it also frustrates the customer and slows down throughput. So, zone-specific merchandis- ing guidelines were developed to help Starbucks with "message management" within the drive-thru. DRAMATIC BUSINESS RESULTS Average store sales are approximately 50 percent greater in Starbucks locations that have a drive-thru. The dramatic business results Starbucks achieved through reinvention of its drive-thrus have initiated the largest capital expenditure in the company's history. In fact, Starbucks' stated goal is to have drive-thrus in

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