WHITEHOUSE STATION, N.J. -- Quick Chek's 20-minute fresh coffee guarantee had become famous over the years. But after more than a year-and-a-half in the making, last week Quick Chekrolled outan updated coffee department at each of its 126 stores, complete with vacuum-insulated Bunn ThermoFresh pots and new graphics.
John Schaninger, vice president of sales and marketing, told CSP Daily News that the company tested the pots for about 18 months before putting them in all its 126 stores over the last six weeks. Testing included ensuring that the company's proprietary [image-nocss] coffee blend continued to have the "perfect spec for the perfect cup" in the new equipment and getting feedback from customers.
Schaninger explained the reasoning behind the switch. There are "two enemies" of the glass pots the company had been using for more than 40 years: heat and oxygen. "So that's why the coffee breaks down after 20 minutes, because it sits on a warming plate when you're [using] a glass pot and, of course, the top is exposed, so you have air getting in."
He added, "We've looked over the years at different technologies, and the technology has finally caught up where we can offer our coffee in a different manner--and provide an even better experience than previously."
The coffee now is held for a maximum of two hours, but the company will continue to use its computerized timers to enforce the hold time. And Quick Chek will continue to guarantee freshness, with a new "fresh guarantee" logo stamp. The stamp will not only be used on coffee, but throughout the store as the Quick Chek continues to focus on fresh food.
But Schaninger added, "We've always guaranteed our products 100%."
The new program will also allow customers a faster and easier way to get their coffee, according to Schaninger. "People, especially young adults, are more used to having their coffee served to them out of some sort of dispenser. It does allow us more points of access to our customers, so as far as speed for our customers, it's much quicker."
Once the company decided to rollout the program, the stores went through in-depth training. Among other efforts, that included operations people who would stay at stores for an entire 24 hours to ensure everyone on site was trained. They would also talk to customers, and offer them a free cup of coffee that first day.
Schaninger said there were two reason behind offering that free cup: To say thank you, and to entice customers who might have become used to the glass pots over the past 40 years and might have been a little nervous about the change.
The retailer added new graphics on the back wall of the coffee center, and artwork wraps surround the new dispensers to tell the customer what flavor the coffee is. "When you walk in now, there really is a 'wow' factor," Schaninger said, adding that the "wow" includes 12 to 15 of the new dispensers, as well as an offering of a wide variety of coffees, sweeteners and lighteners. "We make the perfect cup of coffee, and then our customers can personalize it any way they want."
The new coffee program will kick off this weekend at the company's Bridgewater, N.J., store. Quick Chek had a contest offering loyal customers an opportunity to have their faces on the company's 12-ounce, 16-ounce and 20-ounce cups. Participants created what they consider the perfect cup of coffee on ilovemycoffee.com. The three winners, decided by a public vote, will be on hand to allow customers to sample their own special recipe for Quick Chek coffee. The cups, Schaninger said, should last several months.
While Schaninger declined to provide dollar amounts for the overall coffee update, he did say it was a "very expensive rollout." He added, "But when you look at the importance of coffee and delivering a great cup of coffee to New York and New Jersey, we continually have to improve. To be No. 1, you've got to be better every day."
Quick Chek is a privately owned, family-operated convenience company headquartered in Whitehouse Station, N.J., with 126 retail locations throughout New Jersey and New York.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.