ROSEMONT, Ill. -- Words matter. Jeff Lenard, vice president of strategic industry initiatives for NACS, at the closing session of this year’s NACS State of the Industry (SOI) Summit in Chicago, said. “We sell perishables out of what we call a ‘coffin’ cooler.” We sometimes make it hard for consumers to want to purchase fresh and healthy from a convenience store.
Yet selling produce would be great for a retailer’s bottom line and more nutritious offerings would give the convenience-store industry a refreshed image. An image boost with a focus on freshness could help retailers as they approach zoning commissions and city councils in an effort to get new stores opened or existing stores remodeled, said Lenard.
He shared with the audience that getting fresh produce into stores is just one aspect of what’s being called the NACS reFresh initiative, which addresses ongoing industry perceptions by focusing on three distinct elements:
- Creating tools that address NIMBY (not in my backyard) issues by educating the public about the contributions convenience stores make to their communities.
- Sharing facts and data that demonstrate the evolution of the industry and corrects an outdated reputation.
- Forming partnerships/relationships with credible nutrition- and community-focused groups, such as the United Fresh Produce Association.
“reFresh is the ideal name for the program because it addresses our path forward,” Lenard said. “It’s about refreshing our image and refreshing our offer while still providing refreshments of all kinds. The idea is to give retailers who want more options--whether fresh produce or healthy options--the tools to access the landscape and determine if it’s right for them.”
And the environment is definitely changing. In the 1950s, singles living alone comprised just 9% of the population while married couples with kids reached 55%. These days, singles living alone comprise 20% of the population, with married couples and kids reaching just 28%. That changes the dynamics around the dinner table, said Lenard. More consumers are snacking and enjoying that “fourth meal.”
This all makes convenience more important than ever before. Millennials’ openness to convenience stores and the expansion of fresh foods into new venues (think Walmart and Costco) are also helping to shape the new c-store landscape and surrounding perceptions. In general, consumers are seeking healthier options and c-stores are poised to capture that health-seeking consumer. A recent NACS consumer survey showed that 58% of consumers age 18 to 34 said that purchased more healthy snacks in the past year.
And consumers’ focus on fresh is helping to translate into a positive outlook for retailers, Lenard shared, among a few other influential factors. Lower fuel prices, a sound convenience business model and foodservice are also influencers, according to the results of recent NACS retailer sentiment survey.
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