Stores in March used door decals, posters, pumptoppers and cooler clings to promote the line, which retails for $6.99 and is merchandised in the refrigerated food case, said a report by the In-Store Marketing Institute.
The retailer features Take Away Cafe on its website [image-nocss] with the tagline "Dinner Time in No Time."
It offers the following description of the concept:
"For when you want breakfast-faster. For a coffee break from five-dollar 'ventis.' For lunch hours when you don't have 55 minutes to spare. For supper without any reservations. As satisfying on a dinner plate as on a tailgate. For when you're starved for time, hungry for value and craving comfort food that's fresh, hearty and uncomplicated. We know just the spot. Right in the neighborhood. Sure to be open. Where good, fast and affordable is always on the menu, and friendly service comes free with every meal. Introducing the Take Away Cafe at your neighborhood Circle K."
It added, "To the Circle K way of thinking, for fast food to be good food it needs to be fresh food. Which means the only suppliers we keep on are the ones that can keep up--24/7/365. Those who view USDA standards as a mere starting point with respect to food quality, safety and cleanliness. Whose food operations represent a goodness guarantee extending from their business practices to their pick of ingredients. From their kitchens to our coolers. Any and everything necessary to ensure our customers are provided a ready-made or ready-to-go eating experience of restaurant quality. Whether it's served by candlelight or by the dashboard light."
Take Away Cafe vendors include: Bakery: The Doughnut Peddler. Coffee: Sara Lee Coffee. Roller Grille: Oscar Mayer. Roller Grille: Ruiz Foodservice. Take & Bake Pizza: Jane's Dough. Salads, Sandwiches, Pastas: Papa John's Salads & Produce (Tempe, Ariz.). Laval, Quebec-based Alimentation Couche-Tard Inc. currently operates a network of 5,904 convenience stores, 4,178 of which include motor-fuel dispensing. The stores are operated by 12 business units, including nine in the United States covering 42 states and the District of Columbia (primarily under regional divisions of the Circle K brand), and three in Canada covering all 10 provinces (primarily under the Mac's brand).
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