How Retailers Can Elevate Foodservice with Premium Condiments and Better Guest Experiences

Small upgrades — from higher-quality buns and sauces to a more complete dining experience — can differentiate a c-store's foodservice program, drive traffic and boost long-term sales.

When it comes to c-store foodservice, one opportunity that some retailers miss is to complete the picture by not only elevating their offerings but also infusing indulgence into everything that goes into the experience.

Having an elevated product that tastes great is a very strong foundation, but if the complete experience isn’t examined, then the experience is not reaching the potential of the program. If you have introduced a best-in-class hot dog on the roller grill but do not complete the experience with higher quality and a variety of craveable condiments and ingredients, then the experience is incomplete. If the bun is the same as all other convenience stores, the investment in higher quality may fall short. Great retailers know this and invest in the details to create a destination-driving experience.

Finding a better-quality ketchup, offering an elevated hot sauce, or expanding the variety of sauces and condiments that add flavor in new and unique ways are great strategies to use to elevate the base roller grill and hot case offer. These additions also create a craveable experience and an offer that is more likely to create destination-driving experiences.

A stronger hot food platform gives you a stronger brand and higher-quality experience.

Pricing plays a role, as well. Does high-quality food and a better dining experience require raising prices? Not necessarily.

Working with your vendors and driving unit sales can overcome the cost of higher quality. This is our business, and strong retailers use their judgment and partnerships to keep prices at a reasonable, competitive level.

These products in many cases become a destination and traffic driver. That drives profit.

Improving quality should have a return on that investment, but best-in-class retailers also focus on traffic counts, unit sales and overall sales growth. Look beyond the financial investment in quality. All of these elements, collectively, help a brand differentiate itself and grow.

Jeff Keune is founder and principal consultant for 4910 Consulting, based in Boston. 4910 specializes in driving performance and profitability, physical space behavior, strategic initiatives, menu and merchandising innovation, brand management and digital activation including loyalty optimization. Keune is a former retail executive who was instrumental in building successful food and merchandising programs for Yesway, Thorntons, American Natural and other convenience retailers and QSRs. Reach him at [email protected].