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Hey there, c-store leaders! It’s Friday, June 27th, and as we gear up for the weekend, it’s the perfect time to look at the yesterday’s biggest news and see how we can use it to our advantage. We saw some major moves from industry giants and a sneak peek at some massive opportunities on the horizon. From pricing strategies and beverage innovations to a record-breaking travel forecast, there’s a lot to unpack. So, grab your coffee, and let’s dive into the 5 things you need to know to stay ahead of the curve.

1. Clear Prices, Happy Customers: What C-Stores Can Learn from Starbucks’ Latest Move

You might not be a global coffee giant, but there’s a valuable lesson to be learned from Starbucks’ latest move to simplify its pricing. They’ve rolled out a flat 80-cent fee for most drink customizations, like adding syrups or sauces. This change is all about making things clearer for the customer and easier for their employees.

Why it matters to you: How many times have you seen a customer’s face drop when the price at the register is higher than they expected because of a few add-ons? Confusing pricing creates friction and can damage customer trust. By simplifying your pricing for things like coffee add-ins, fountain drink flavor shots, or food toppings, you can create a better customer experience.

Your Playbook:

• Audit Your Add-Ons: Take a look at your current pricing for extras. Is it consistent? Is it easy for both customers and employees to understand?
• Consider a Flat Fee: Could a flat-fee system work for your store? Test it out with a specific category, like coffee or fountain drinks.
• Communicate Clearly: Whatever you decide, make sure your pricing is clearly communicated through signage and on your menu boards.

More Information: Restaurant Business Online.

2. Don’t Guess, Know: The New Rules for Choosing a Profitable C-Store Location

The latest insights on c-store site selection confirm what many of us have learned the hard way: location is everything. But it’s not just about finding a busy intersection anymore. The real key to success is using data to understand who your customers are and where they’re going.

Why it matters to you: Whether you’re looking to expand or just want to better serve your current location, understanding the data behind your site is crucial. It can help you make smarter decisions about everything from product assortment to marketing.

Your Playbook:

• Know Your Neighborhood: Use data to understand the demographics and lifestyles of the people who live and work near your store.
• Track Your Traffic: Pay attention to traffic patterns. When are you busiest? Where are your customers coming from?
• Boots on the Ground: Don’t just rely on data. Get out and observe. What’s happening in your area? Are there new businesses or housing developments?

More Information: C-StoreDive.

3. Fuel is Fading, Food is the Future: Key Takeaways from the Giants’ Earnings

This week, we got a look at the Q4 earnings from Alimentation Couche-Tard, the parent company of Circle K. While they saw a slight dip in earnings due to lower fuel demand in the U.S., their in-store sales in other regions and their foodservice programs are booming. They sold 500,000 value meals in the US in Q4 alone, a 35% increase from the previous quarter! And the rumor mill is buzzing with talk of a potential deal for them to acquire 7-Eleven’s parent company.

Why it matters to you: The big players are doubling down on foodservice and value. This is a clear signal that the future of c-store profitability is inside the store, not at the pump.

Your Playbook:

• Beef Up Your Foodservice: If you’re not already, now is the time to invest in your foodservice program. Think about what your customers want and how you can offer it to them at a good value.
• Create Your Own Meal Deals: You don’t need a massive kitchen to offer a compelling meal deal. Get creative with what you already have.
• Watch the Big Guys: Keep an eye on what the major chains are doing. They have massive research budgets, so you can learn a lot from their successes and failures.

More Information: C-StoreDive.

4. 72 Million Reasons to Be Ready for July 4th

AAA is forecasting a record-breaking July 4th travel week, with 72.2 million Americans hitting the road. That’s a massive wave of potential customers heading your way. Are you ready to make your store a must-stop destination?

Why it matters to you: This is a golden opportunity to capture new customers and boost sales. But with so many options on the road, you need to stand out.

Your Playbook:

• Create an Oasis: Make your store a clean, welcoming, and fun place to stop. Think clean restrooms, a great selection of snacks and drinks, and maybe even some fun, patriotic decorations.
• Offer Road Trip Essentials: Stock up on things travelers need, like phone chargers, sunscreen, and grab-and-go meals.
• Get Social: Use social media to let people know what you’re offering for the holiday week. Run a contest for the best road trip photo and use a unique hashtag to create some buzz.

More Information: NACS.

5. Uncap Your Profits: Lessons from Taco Bell on Making Beverages a Destination

Taco Bell is making a big splash in the beverage world with its new “Refrescas” line and the expansion of its “Live Más Café” concept. They’re aiming to make their drinks as famous as their food, and they’re targeting younger consumers who are looking for unique and customizable drink options.

Why it matters to you: The beverage category is a huge profit driver for c-stores, and there’s a ton of room for innovation. Customers, especially younger ones, are looking for more than just a standard soda.

Your Playbook:

• Get Creative with Your Fountain: Don’t be afraid to experiment with new flavor combinations. Offer a variety of syrups and add-ins to let customers create their own custom drinks.
• Think Beyond the Fountain: Look at what’s trending in the beverage world. Could you add a specialty coffee or tea program? What about fresh-squeezed juices or smoothies?
• Make it an Experience: Don’t just sell drinks, sell an experience. Create a “beverage station” with all the fixings and encourage customers to get creative.

More Information: RestaurantDive.

The Bottom Line

So, what’s the big takeaway from this week’s news? It’s all about adapting to meet the changing needs of our customers. Whether it’s through simpler pricing, a better foodservice program, or a more exciting beverage selection, the c-stores that will win are the ones that are constantly looking for new ways to deliver value and create a great customer experience.

The summer is here, and it’s shaping up to be a busy one. Let’s get out there and make the most of it!