As convenience stores seek to compete with coffee houses, bakery-cafes and QSRs (quick-service restaurants), retailers are jumping on the gourmet-coffee bandwagon. Both chains and independents are seeking ways to attract more customers and give them a reason to keep coming back. One of the latest trends is offering customizable options such as flavored creamers, syrups, sweeteners and toppings at the coffee bar.
Research indicates that 85% of consumers prefer to customize the coffee they purchase away from home (WhiteWave Away From Home Customer Coffee Bar Study, 2015). “The convenience channel holds a unique place with coffee drinkers because we can allow them to be mixologists and customize their cup of coffee exactly the way they want it,” said Sharon Kuncl, vice president merchandising—foodservice for Eby-Brown.
“Savvy retailers are trying to offer an assortment of creamer flavors, as well as syrup options, shakers and whipped topping to enhance the total customer experience,” she said. “No matter what size the store, you can’t go wrong expanding the options to draw in more loyal consumers.”
Customizable options can vary from store to store, but many retailers focus on creamers as one way to let customers make it their way—and for good reason: Flavored liquid creamer is consumers’ preferred source for flavored additives, which is why it’s a critical condiment available on a coffee bar. In fact, consumers would rather toppings be available at the coffee bar, even if they don’t use them.
Coffee Bar Overhaul
Rocky Zaiter, general manager/owner of the Orchard Stop BP, Montgomery, Ill., has made significant upgrades to the store since it switched from CITGO to BP in November to compete with other stations and QSRs in the area. In addition to new gas pumps, canopies and POS materials, he launched Eby-Brown’s Aroma Bay Café program, an upscale coffee bar with gourmet blends (100% Columbian and premium decaf), cappuccinos, hot chocolate and hot tea.
Zaiter understands the opportunity to gain coffee regulars by creating a coffee-bar destination, so he is focused on the goal of a high-quality coffee-bar experience to keep customers coming back. “Customization is an important aspect of the experience,” he said. “I’m already wondering how we can expand our options to keep it interesting.”
Consumers can personalize their beverages with an assortment of creamers ranging from International Delight French Vanilla in dispensed, portion-controlled form, and portion-control cups of creamers in flavors such as Hershey’s Chocolate Caramel, hazelnut, Almond Joy and Irish crème.
Offering these flavors is a key to success, as consumers specifically look for them at coffee bars. According to Technomic, the most popular flavors of coffee creamers are French vanilla, hazelnut and chocolate, and the top syrup flavors are vanilla, caramel and hazelnut.
“We are also modernizing the inside of the store to give it a fresh look, and our coffee bar is a nice focal point with the Aroma Bay branding,” Zaiter said. “So far, feedback on our coffee program has been tremendous.” A marketer by trade, he appreciates the colorful menu boards, logo-wrapped air pots, window posters and ceiling danglers Eby-Brown provides.
“It’s the whole package that draws folks in,” he said. “It’s the quality coffee, the clean bar and store, the freshness of our foodservice, and then the specials we offer like a coffee/breakfast item combo.” Along with free Wi-Fi, Orchard Stop soon will have seating so consumers can relax and enjoy their beverages in a coffee house-type setting.
Get Creative
What if your consumers want a cup of joe their way, but you lack the resources of a big c-store chain? You get creative.
“One way is to capitalize on items you already have in stock by giving consumers ideas on how to customize their coffee,” Kuncl said. In fact, Eby-Brown has added recipe cards to its POS line-up for the Aroma Bay Café program to help retail customers in this area.
“There are many solutions to enhancing the coffee experience for your consumers, and it doesn’t have to cost a lot of money,” she said.
Find more ways to add customizable options to your c-store coffee program.
This post is sponsored by WhiteWave Foods