C-stores have the second-highest share in commercial foodservice, 17%, after QSR, 58%, according to Circana. Pairing those foodservice items with snacks can lead to higher basket rings.
“Consumers can make a full lunch or dinner by buying a foodservice item like a sandwich, pizza or burrito along with a fountain beverage and one of our snacking items,” says Daniel DeMeyer, director sales strategy for the Kellogg Co., Battle Creek, Michigan. Acquiring these add-ons can increase a basket ring of $8 to $10 by 50% of the purchase, he says.
CrossAmerica Partners, a c-store chain doing business as Joe’s Kwik Mart and other brands, is rolling out a rack with Frito’s top-selling chips under the grill or warmers, says Iszard. Huck’s also ties in Frito-Lay under its fried chicken and pizza cases.
Huck’s also strategically merchandises chips next to lunch items and uses bundle offers.
“We have an endcap in all of our stores with sandwiches and salads, and it has a rack on each side,” says Adams. “For years, we’ve tied in the medium cans of Pringles next to that, and we’ll run bundle deals where you buy a soda and a can of Pringles for a certain price. That’s always been a staple for us.”
"We’ll run bundle deals where you buy a soda and a can of Pringles for a certain price."
Retailers should consider all dayparts when cross-merchandising snacks with foodservice and beverages, according to Kellogg’s. Breakfast-based sweets, such as Pop-Tarts Cinnamon Roll Bites, and bars, such as RxBar and Nutri-Grain, “have strong affinity at the coffee bar areas,” says DeMeyer. The company offers a Pop-Tarts counter unit for that space.
“We see constant interest in counter and under-the-counter solutions, as well as options that can be co-merchandised with complementary products to build larger baskets,” says Scott Dunkley, director of merchandising center of excellence for The Hershey Co.