Theconfluence of ready-2-eat, heat-N-eat fresh prepared food with a quality coffeeprogram can tilt the consumer frequency scales in favor of conveniencestores. NPD’s Convenience Store Monitorrecently revealed that “86 percent of coffee purchases are planned.
Infact the report stated that “ The average customer purchase is $6.83. In addition 45% of consumers who purchasedcoffee between 6 and 10 am included a food item.” Grocerant mix and matchbundling products have been leading the retail food service sector in growthfor several years.
Thereason a strong beverage consumer is so imported was highlighted in the report.“According to the Convenience Store Monitor, dispensed beverage buyersare much different than average c-store customers, who tend to be 18- to49-year-old males. Dispensed beverage buyers are often female, aged 35 to 64,white collar, Hispanic and from larger households. Those who purchase coffeetend to be 45 to 65 years old, white and blue collar, strong militaryconnection, smaller households and higher income.”
These consumers are migrating to anon-traditional fresh food format and abandoning legacy retail shoppingpatterns for a more contemporized consumer focused retail foodserviceexperience. If success leaves clues allfood retailers need to pay attention to the quality attributes found withinthe grocerant niche.
Steven Johnson isGrocerant Guru at Tacoma, WA based Foodservice Solutions, with extensiveexperience as a multi-unit restaurant operator, consultant, brand / productpositioning expert and public speaking. Facebook.com/StevenJohnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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