When a convenience-store retailer launches made-to-order food, it needs to start thinking like a restaurant.
Such is the case with Nashville, Tennessee-based Twice Daily, which has steadily expanded its prepared foods offering over the last year.
The retailer, which is owned by Tri Star Energy, worked with digital loyalty company Paytronix to add order and delivery functionality and a custom app to its existing loyalty program.
And the results, according to Newton, Massachusetts-based Paytronix, have been impressive.
Throughout 2023, Twice Daily reported a 225% increase in sales, a 55% boost in monthly orders and a 95% jump in unique customers, Paytronix reported Thursday.
“Twice Daily’s proprietary foodservice offering is a focused differentiator,” Jason Tolk, loyalty and mobile app manager for Tri Star Energy, said. “We want people to know that they can get quality food from Twice Daily that’s on the same level as QSR options … Linking online ordering with loyalty makes the whole buying process seamless and has substantially helped increase sales.”
- Tri Star Energy/Twice Daily is No. 42 on CSP’s 2024 Top 202 ranking of U.S. c-store chains by store count.
In October 2023, Twice Daily debuted made-to-order subs, sandwiches, breakfast items and snacks at its stores in Tennessee and Alabama. About five months later, the retailer added four new wraps (turkey and Swiss, Italian, ham and cheddar, and Nashville Hot Chicken) to that menu.
In addition to the app, customers can order food via in-store kiosks to streamline customization, the chain said.
“Down the road, people will buy everything on their phones, and if convenience stores haven’t prepared, they’ll wish they had,” Jeff Hoover, director of c-store strategy and analytics for Paytronix, said in a statement. “Brands like Twice Daily are discovering that the attachment rate with loyalty for online ordering is extremely high.”
Tri Star Energy owns and operates more than 200 c-stores. Its banners also include Sudden Service, Southern Traders, Little General and Maverick Quick Shop. The company also owns 20 White Bison Coffee shops in Tennessee and Alabama.
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