Loop Neighborhood, a convenience-store chain based in Fremont, California, is exploring developing a made-to-order beverage program focusing on cold products.
“We look to be there soon,” said Brandon Frampton (pictured left), director of foodservice at the convenience-store chain, who talked about the venture at CSP’s Dispensed Beverages Forum on Wednesday in Lombard, Illinois.
Frampton is hoping to drive more customers from pumps into stores for foodservice and dispensed beverage purchases, he said during a Retailer Talks session. “We’re going to develop products where the customer can get a great customized drink, made to order, especially cold ice drink, and come and pick it up,” he said. “We’re going in that direction.”
With an elevated beverage customization and experience, Loop thinks personalization is key, Frampton said. Consumers want to create unique, health-conscious drink blends, including items like sugar-free syrup, vitamin boost and alternative milk options.
“Self-serve and smart dispensers enhance the on-demand, interactive experience,” he said.
“I’m going after Starbucks is where I’m headed,” said. “I’m going after Dutch Bros, and we’re going to invest in the people needed to support beverage programming, we’re going to invest into made to order” while retaining traditional dispensed beverages.
“I’ve got some great partners here,” he said.
Loop also is exploring tech-enhanced convenience and exclusive offerings leveraging its “robust loyalty program,” including premium service expectations, such as mobile ordering and AI-powered recommendations, Frampton said. There’s also exclusive limited-edition flavor profiles to drive urgency and brand loyalty, as well as high-end in-store experiences with digital integration.
Loop also is boosting its social media and lifestyle-driven experiences. “California’s consumer associates beverages with lifestyle choices: wellness, performance and self-expression,” Frampton said.
In addition, social media-friendly aesthetic drinks include vibrant colors and unique textures—and help with brand engagement, he said. “Also, collaborations with influencers and wellness brands help maintain a premium image.”
Dash In
Josh Campbell (pictured right), category manager of dispensed beverages at La Plata, Maryland-based Dash In, owned by the Wills Group, talked about the c-store chain’s new concept for an elevated experience at the Retailer Talks.
In its Series 3, new concept stores, the first of which launched in 2023 and is “designed to provide an elevated experience for our customers,” dispensed beverage sales have far exceeded expectations and are outdoing Dash In’s legacy stores, Campbell said. Also, new concept store dispensed-unit sales have increased “astronomically.”
Key features of the new concept stores include:
An extensive, curated line of packaged products.
Modern interiors and an elevated atmosphere with indoor seating—and outdoor seating at select locations
On-premise preparation, with all food prepared on site using real, wholesome ingredients such as fresh cracked eggs, fresh ground beef, raw bacon and fresh breakfast sausage.
Homemade sauces and fresh vegetables. Sauces are made in house and vegetables are cut fresh daily.
A beverage line that includes freshly made coffee, shakes, smoothies and craft beverages.
“This is what you’re going to see moving forward,” Campbell said. “We are in the process of expanding into a new market. Right now, we’re currently in Maryland, Delaware and Virginia. We have 59 open sites with additional stores under construction now.”
Want to learn more about foodservice? Register for CSP’s Foodservice Forum in June here.
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