A number of c-store chains leading the way in foodservice share key tips and takeaways as well as an overview of their foodservice evolution.
By Erin Rigik Del Conte, Senior Editor
Tuesday’s National Advisory Group (NAG) educational sessions kicked off with Burning Issue No. 3: Embracing a Foodservice Future, where top quartile retailers discussed how they’re changing the perceptions of what c-store foodservice can be.
Ed Burcher, chief operating officer of Coen Markets and principle for Burcher Consulting, started off the session, providing thought provoking ideas to help retailers with their business.
He stressed that building a top food program really does begin with the people. “Build your team by incentivizing them,” he said. “Product and store are just part of your offer. Your people make the difference.”
He noted that a commitment from the highest levels of the organization to the people and the foodservice offering is a must in creating a successful program.
Food Evolution
Nick Powell, corporate chef at QuikTrip since 2009, has helped shape the company’s foodservice from a single chef and one category manager to the foodservice team and full research and development process it is today.
Powell gave attendees a look at the changes that have occurred at QuikTrip (QT) over the last seven years of its foodservice journey.
“When I started we had no kitchens, so everything had to be prepared off site and was still in a sealed package. About 10 years ago we started building commissary kitchens and bakeries to fresh deliver food to stores every day,” Powell said.
Powell explained the QT store environment and experience and strategies used to connect with the customer.
Today, QT is making food that is ‘Instagram worthy’ because customers want to share their food on social platforms in 2016. “You think you know your customer, but do you? How many different ways can you find to interact with and get feedback from customers at all scales? Get out there and talk to them,” he advised.
Powell also spoke to the challenges of doing foodservice in today’s environment from competition to food delivery services to food waste and sustainability. “We have to be better than quick-service restaurant (QSR) food at the same price,” he said.
Top Down Commitment
Greg Tornberg, vice president food service for Kum & Go, walked attendees through the last eight years of changes at Kum & Go, both in store design and foodservice abilities.
He echoed Burcher that commitment from senior management is key in implementing a major food program. While the chain has been offering food for more than 50 years, Kum & Go in 2010 began a six-store operational food pilot to gain that commitment from the chain to a foodservice culture. As the chain expanded and evolved its food program over the following years, the company culture has had to change as well.
“Retail is based on replenishment, and the food side is all centered on production. If we didn’t have parallel structures in place it wouldn’t work, so we had to create a blended culture,” Tornberg explained.
As time went on, Kum & Go also started focusing on creating a conversation with customers about its food products. Dollar slice pizza on Wednesdays became a profitable way to encourage trial of its pizza product. Kum & Go also began engaging its district supervisors in the food process so they were comfortable working with the food and could lead by example. In 2015, the chain stepped up its quality assurance process, having third-party checks for critical checkpoints to ensure a safe product and that correct procedures and protocols are being followed. The chain has also added a fresh item management forecasting tool to ensure more frequent smaller batches to better overcome hurdles with shelf life.
In 2016, Kum & Go’s Marketplace store is its newest concept and the chain aims to have 16 by the end of the year. In this prototype, the kitchen is front and center with a grab-and-go case in front featuring fresh sandwiches, cut fruit and more.
“Our culture is still evolving. We are eight years into a focused journey in food, but several more years before we can stand up here and say we’ve slain a lot of dragons,” he said.
His biggest takeaway is that at the end of the day, your chain has to be united behind food because it’s your brand customers are coming in to shop.
Keys To Success
De Lone Wilson, president of Omaha, Neb.-based Cubby’s Inc., talked to attendees about its extensive food program and gave tips and ideas for taking a food program to the next level.
Cubby’s food program is made up of 25% Chester’s Chicken; 25% Godfather’s Express/Cubby’s Pizza and 50% Cubby’s proprietary items. From daily specials to catering to in-store wine tastings with food pairings, Cubby’s isn’t afraid to think outside the box when it comes to driving business to its foodservice items.
In addition to tips for growing foodservice profits, he shared several keys to foodservice success with the crowd, including
– a commitment to seating;
-a commitment to cleanliness and sanitary food handling;
-train your people;
-ask your people for ideas;
-search for ways to offer variety;
-know your numbers;
-observe ideas other people have implement them and try them.