WEST DES MOINES, Iowa -- Yesway is celebrating its coffee program with the return of "Joe-vember."
The month-long campaign highlights the convenience-store chain’s Signature Blends Coffee. Yesway’s house blend, breakfast blend and dark roast are all made with 100% Arabica beans.
As part of the deal, customers can grab a free coffee of any size with the purchase of a pastry throughout the month.
“Our customers love our coffee, and we are proud to be serving the best-tasting coffee around,” said Jeff Keune, senior vice president of foodservice and innovation for Yesway.
The c-store first launched the coffee line last year after extensive taste testing and market research. The brand created Joe-vember to help introduce customers to the new offering. Last year’s promotion was free coffee Fridays and free refills until January with the purchase of a travel mug.
At CSP’s Hot Dispensed Beverage Forum this spring, Yesway’s Director of Foodservice Frank White shared that although the company was giving away free cups of coffee, weekly revenue for the stores increased during Joe-vember. “Refills are normally $1, so the value was about $51 for the customer,” White said. “Loyalty drives traffic.”
Free coffee is the norm for certain Yesway customers. Every Friday throughout the year, first responders and service members can pour themselves a complimentary Yesway coffee or fountain beverage.
Cafe drinks are quickly becoming a point of differentiation for retailers. The fastest-growing beverages in c-stores are espresso drinks, with 60% growth over the past two years, according to Technomic’s Beverage Category Menu Insights.
BW Gas & Convenience, doing business as Yesway, is based in West Des Moines, Iowa. It ranked No. 78 on CSP’s 2018 Top 202 list of c-stores by number of company-owned retail locations.
CHICAGO -- Cafe drinks and baked goods are quickly becoming convenience stores’ bread and butter. The fastest-growing beverages in c-stores are espresso drinks, with 60% growth over the past two years, according to Technomic’s Beverage Category Menu Insights. However, competing in the coffee and cafe space means going up against java giants such as Starbucks and the Seattle-based chain’s gold-standard mobile app. As more channels get into the coffee business, though, these coffee and bakery cafes are seeing less patronage today than they were in 2016, according to Technomic's 2018 Bakery & Coffee Cafe Consumer Trend Report.
Here are three insights from the report to help c-stores continue to grind away at the coffee competition.
Photograph: Shutterstock
It’s no wonder c-stores have been able to woo coffee consumers: The convenience-store model perfectly aligns with what consumers are looking for in their coffee purveyors. The top concept driver for bakery cafes is a convenient location (53%), followed by fast service (48%) and overall value (47%), according to the report.
In addition to overall convenience, hospitality is also a key decision factor in selecting a bakery cafe. About 44% of consumers say high-quality service is an important attribute in their decision process, the report said. To help consumers who value service break up with their current barista, operators can train employees to serve as coffee concierges for customers.
Photograph: Shutterstock
A little more than half of 18- to 34-year-olds say they would order coffee for delivery from their favorite bakery cafe if offered, the report said. Despite the operational hurdles of delivering a hot beverage, large cafe chains are getting on board. To help generate buzz around its delivery program this summer, St. Louis-based Panera Bread offered a Bacon Mac & Cheese delivery-only limited-time offer.
Photograph: Shutterstock
Drawing in younger consumers means offering a rotating mix of flavors they can't get anywhere else. The report said 52% of younger consumers would like bakery cafes to offer coffees featuring more unique flavors. Staying relevant can be a serious challenge when Starbucks is setting the bar for unique with items such as the Unicorn Frappuccino. But that doesn’t mean operators should dump their classic offerings. Baby boomers are increasingly likely to stick with familiar flavors, according to Technomic’s 2017 Flavor Consumer Trend Report. So striking the right balance between on-trend and standard offerings will be key to courting both younger and older consumers.
Photograph courtesy of Starbucks
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