C-store operators are failing to capitalise on the food to go trend, according to research obtained by The Grocer.
A Harris International Marketing survey of 4,399 snack shoppers at c-stores shows they still view c-stores as places to go for traditional impulse lines rather than food to go.
Just 4% of respondents purchased a ready-made sandwich and 1% a prepared salad or ready-to-eat soup. This compares to 12% buying soft drinks, 11% confectionery and 8% crisps. A quarter of c-store shoppers leave home every day without eating breakfast and 60% eat lunch on the go at least once a month. Yet only 3% purchase breakfast at a c-store and nearly half never buy lunch.
“The products they are buying are conventional impulse, which suggests there is still a long way to go in bake-off, muffins, pastries and coffee,” said Tom Fender, HIM managing director. “C-stores are under-performing and there is a clear opportunity.”
Fender said the industry had only “dabbled” in food to go and there was still a poor perception of c-stores when it came to fresh generally. “It is also too masculine. Places like Starbucks attract high amounts of women because they feel safe and look clean and hygienic,” he said.
He added that it was not complex to develop a good breakfast/morning offer. “There is a small issue over controlling wastage but otherwise you just need to manage the area thoroughly, make it visible and accessible to people who are usually in a rush and put some commitment into it.”
>>Insight p17
A Harris International Marketing survey of 4,399 snack shoppers at c-stores shows they still view c-stores as places to go for traditional impulse lines rather than food to go.
Just 4% of respondents purchased a ready-made sandwich and 1% a prepared salad or ready-to-eat soup. This compares to 12% buying soft drinks, 11% confectionery and 8% crisps. A quarter of c-store shoppers leave home every day without eating breakfast and 60% eat lunch on the go at least once a month. Yet only 3% purchase breakfast at a c-store and nearly half never buy lunch.
“The products they are buying are conventional impulse, which suggests there is still a long way to go in bake-off, muffins, pastries and coffee,” said Tom Fender, HIM managing director. “C-stores are under-performing and there is a clear opportunity.”
Fender said the industry had only “dabbled” in food to go and there was still a poor perception of c-stores when it came to fresh generally. “It is also too masculine. Places like Starbucks attract high amounts of women because they feel safe and look clean and hygienic,” he said.
He added that it was not complex to develop a good breakfast/morning offer. “There is a small issue over controlling wastage but otherwise you just need to manage the area thoroughly, make it visible and accessible to people who are usually in a rush and put some commitment into it.”
>>Insight p17
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