It’s February, not too soon for convenience stores to be thinking about and planning for foodservice for the busy summer months.
CSP asked retailers what they’re doing now to prepare.
Global Partners starts by understanding how customer behavior changes in the summer: more travel, increased demand for cold beverages and a stronger preference for grab-and-go options, said Jac Moskalik, vice president of culinary services at the Waltham, Massachusetts-based company whose brands include Alltown Fresh, Honey Farms, Jiffy Mart and XtraMart.
“From there, we develop seasonal programs that strike the right balance between refreshment, craveability, value and operational simplicity,” Moskalik said.
Global Partners also relies on sales and loyalty data to understand what resonates most with customers, and they use trend reports to identify emerging flavors, formats and behaviors, she said.
“The strongest ideas live at the intersection of proven performance and forward-looking insights,” Moskalik said.
Data also is a key part of the process at Tri Star Energy, a Nashville-based company, which operates Twice Daily convenience stores and White Bison Coffee shops.
“We look at sales history, item performance, margins and seasonality to understand what resonates with guests and where there’s opportunity,” said Rachel Saddler, senior manager of foodservice innovation. “That’s paired with trend insights to help guide innovation in a way that makes sense for our brand and our operations.”
Looking at resets, planograms
At S&S Petroleum, Mukilteo, Washington, Mike Jones, director of marketing, said extra attention is given to resets and planograms in the summer months as they relate toward trends. S&S does business as an ampm franchisee and operates unbranded stores.
“For example, with protein and other benefit-related products now being sought after by consumers, it is more important than ever that we meet these needs,” Jones said. “They are looking for we are calling ‘permissible indulgence.’ In other words, not ‘pure indulgence.’ Consumers want to feel like what they are eating provides some value without sacrificing taste.”
With better taste profiles on benefit-related items (such as fiber, protein, clean, less/zero sugar and energy), more price parity with traditional pure indulgence, generational shifts with Gen Z and millennials, and the impact of GLP-1s in households, the retailer must be willing and able to pivot toward these factors to stay relevant and meet consumer demand, Jones said.
Moskalik said summer resets are a major priority. “We use them to spotlight cold, immediate-consumption items, elevate seasonal programs and create an in-store experience that clearly and intuitively signals summer to the guest,” she said.
Going into the summer months, Tri Star Energy focuses more on tightening and optimizing the menu so stores can concentrate on the items that perform best and execute with confidence, Saddler said.
“Overall, the goal is to introduce newness in a thoughtful, data-driven way while keeping things simple and scalable for our teams,” Saddler said.
“When planning new food items, LTOs, specials and deals, I’m always thinking about guest relevance and how well the item fits into our overall foodservice strategy,” Saddler added. “Just as important is making sure it’s something our stores can execute consistently without adding unnecessary complexity.”
Jones said they are focusing more on combos that can include both prepared foods and packaged retail items like bottle/can and salty/sweet snacks.
“This depends on the daypart and manufacturer participation,” he said. “The idea is to provide the consumer a complete package at the best value possible.”
Weather also is a consideration
Checking weather predictions also is part of the planning.
“Weather forecasts and regional patterns play an important role, influencing everything from cold beverage and frozen assortments to the timing of promotions and LTOs,” Moskalik said. “They help us anticipate demand and remain relevant across different markets.”
At SunStop c-stores, owned by Bainbridge, Georgia-based Southwest Georgia Oil Co., beverage innovation is one focus during the warmer months, said Madison Malone, who until recently was the food and beverage brand manager.
He said the company was planning to launch a new frozen coffee offering in select locations, made with real coffee and real sugar— “no corn syrup.”
“These beverages are a natural extension of our coffee program and are especially well-suited for hot summer days,” Malone said. “We expect them to resonate with younger consumers who tend to prefer cold, indulgent options over traditional hot coffee.”
SunStop also has been testing a nitrogen-infused cold brew coffee and developing house-made, energy-infused beverages for non-coffee-drinking caffeine seekers.
“As many consumers gravitate toward packaged energy drinks, we see an opportunity to provide a fresher alternative,” he said. “These beverages will be featured in our cold grab-and-go merchandisers and offered in multiple flavors with customizable add-ins, bringing both functionality and fun to our summer lineup.”
SunStop stores span Georgia, Florida and Alabama, where summers are always long and hot, Malone said. “That makes it essential for us to stay ahead of seasonal needs and continuously introduce fresh, relevant products for our customers,” he said. “Monitoring food and beverage trends is important to this approach, as consumer preferences continue to evolve.”
SunStop also has partnered with a local produce vendor in the Tallahassee, Florida, market to provide fresh-cut fruit in select locations, he said. “These items will also be bundled with a SunStop Snackwich—our signature half sub sandwich—and a fountain drink, creating a convenient, value-driven combo option for customers.”
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