"The traditional c-store demographic has been 'bubba'," John McHugh, manager of corporate communications and leadership development for the La Crosse, Wis.-based chain, told CSP Daily [image-nocss] News. "We're hoping to attract the soccer moms."
Here are some key elements of the new design:
Expanded Coffee Bar (click the Download Now button below). The area had not been updated in 10 years, McHugh said. So graphics and a more upscale product selection--at a value price--have guided the new incarnation. The area also has an expanded area for cream, sugar and flavorings to allow customers the room and ingredients to "make it your way."
Fresh Prominence (pictured). The design also puts the company's proprietary fresh goods front and center, with open display cases for salads, fruits and sandwiches. The company's frozen pizzas and value-priced milk are also highly visible in coolers in the back but at mid-store, fully visible as customers enter.
Graphics. Earth tones and eye-pleasing colors create a gentler, cleaner look, McHugh said. The idea was to mimic an upscale food retailer. The vertically integrated chain has its own bakery, commissary and dairy. In addition, Kwik Trip handles its own distribution, with a warehouse and its own fleet of trucks. It operates in Wisconsin, Minnesota and Iowa and employs about 9,000 workers.
Click herefor recent CSP Daily News coverage of Kwik Trip's award for energy efficiency.
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