4. Offer Off-Premise Solutions
QSR consumers have made it clear that they find the greatest convenience when using off-premise solutions, such as drive-thru, curbside pickup, digital ordering, and delivery.
QSR and fast-casual brands derive more than half of their food and beverage sales via off-premise options. These brands are continually finding ways to optimize their off-premise strategies. And yet, many convenience brands seem on the fence as to whether they should fully embrace off-premise foodservice strategies.
5. Develop a Foodservice Culture
Convenience brands need to start thinking more like a restaurant than a traditional c-store. That takes a shift in culture. There are things you can do to make cultural change a reality, such as establishing a commitment at all levels, starting at the top.
Nothing happens in any organization without the demonstrated support and commitment of senior management. If top management is not yet convinced, prototype ideas at select locations and communicate successes and opportunities using the language of top management (the language of money).
Additionally, identify and prioritize foodservice objectives in the annual business plan. Linking your foodservice business objectives to the business plan — with clear measureable objectives, responsibilities and rewards — is a dependable way to shift the company culture to foodservice.
6. Embrace Continuous Improvement
QSR and fast-casual brands are not standing still. They are continuously making improvements to their menu, menu communications, and foodservice operations. They are finding ways to leverage technology to make the customer experience easier, faster and more enjoyable.
Starbucks, for instance, has assigned improvement teams to each of the customer touchpoints along its entire foodservice path to purchase. The teams are continually making improvements to all of these touchpoints.
How many of these six absolutes has your brand implemented?
Howland Blackiston is a principal of King-Casey. Established in 1953, King-Casey is a restaurant and foodservice business improvement firm. It provides strategic menu optimization advice and a range of services to help clients manage overall food and beverage offerings affecting their positioning, reputation, and business growth. For information, visit king-casey.com, or contact Tom Cook at (203) 571-1776 or [email protected].
Editor's note: The opinions expressed in this column are the author's and do not necessarily reflect the views of Convenience Store News.