“Atmosphere and quality of service are extremely important in food service creating lasting memories for customers,” Santini said. “Operational efficiency is closely related to foodservice marketing because it must match the program's ability to consistently deliver the quality and service that is promised.”
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Another unique aspect of foodservice marketing is that retailers can offer customers multiple visits per day at different times of the day, such as breakfast sandwiches in the morning, made-to-order subs for lunch, or grab-and-go meals for dinner. It is possible to obtain. Retailers can take advantage of different time zones by targeting radio and mobile ads based on the products they offer, Nelson said.
“This category also presents an opportunity for retailers to upsell by combining other in-store products with foodservice products such as chips and drinks,” she added.
winning strategy
Ed Bircher, a partner in the Phoenix-based business accelerator team, says when getting the word out about your foodservice offerings, start with customers in your existing stores, either by adding items to their existing carts or by adding new hours. My advice is to encourage Obi to visit the store.
“One of the first things to increase sales and profits is to get people to come more often. That's definitely easier than attracting people who don't use your store,” he said. . “Know your customers and offer them digital coupons or lunch samples during breakfast.”
Finding an effective marketing strategy for your c-store foodservice depends on many factors and can vary by store, location, and demographic. To create effective marketing programs, retailers need to understand who their customers are and the characteristics of the communities their stores serve, Bircher said.
“I've seen different offers in many parts of the country. I wish there was a silver bullet, but it depends on where you are, who you're competing with, and who you're marketing to.” It depends on who is there,” he said. “In the Mid-Atlantic region, outdoor events are a great way to let people know about your services. In other parts of the country, this doesn't exist and signage is the way to go. is the best option where printed matter and newspapers are not yet available. From old school to digital, everything works, but you need to understand your market. ”
Bircher said getting people aware of your product and trying it is the first step in a good foodservice marketing strategy. It should be based on the customer's journey and could include highway signage, pump toppers, pump videos, or something stuck in the store window.
Additionally, when it comes to marketing foodservice products, Vircher supports in-store sampling because eliciting an emotional response is key to engaging customers. In the same way that big brands like Hershey's and Frito-Lay launch new products and invest money to increase awareness, mass retailers are the place to try them out, so do the same with new foods. Should. he urged.
“Providing samples and interacting with customers is a great option, especially for newly launched products such as limited-time offers, new flavors, or new breakfast sandwiches,” Bircher explained.
In addition to sampling, all marketing materials, social media, and in-store menus should communicate the quality of a product, as well as elicit the emotional response necessary for people to want it, Nelson says. Said it is important to use high quality photos.
Rutter's introduces limited-time offers every quarter. For example, in July 2023, the chain introduced Kickin' Chicken and Waffles, Donut Breakfast, and Grilled Mac and Cheese. In October, the retailer launched Hangover Burgers, Mexican Pizza, and Loaded Pierogies.
Santini said, “Introducing limited-time offers allows Rutter's to regularly present fresh and appealing dishes, which will capture the attention of customers and make them want to come back to enjoy the limited-time dishes. ” and noted that they are often associated with seasons, holidays, or special occasions. “Limited time offers on these items create a sense of urgency, allowing customers to sample them before they disappear from the menu, ultimately driving sales during the promotional period.”
He noted that offering limited-time items could also serve as a test for new items that could eventually become a permanent menu item, depending on demand.
The key to marketing these items, Santini said, is a “concise and engaging message” that highlights important details like what the offer is, what makes it unique and when it will be available. From there, Rutter's creates promotional materials such as kiosk images, videos for in-store TV display, and social media images and copy.
Whether it's launching a new breakfast sandwich for $1 or offering a free item with the purchase of an item, promoting or selling foodservice products, especially new items, is a great way to increase the category's popularity, Bircher said. He said it's another way to drive sales.
“Offering exclusive promotions on a selection of our best-selling foods has proven to be a highly effective strategy to shine a spotlight on our foodservice programs,” Santini agrees. and similarly pointed to Rutter's loyalty program as a means to do so.
“The introduction of our loyalty program provides attractive incentives such as discounts and fuel benefits, further motivating customers to visit our facilities on a regular basis.”
Nelson cautions retailers to remember that marketing shouldn't be limited to in-store.
