The5For

Good morning, C-store owner/operators!

As someone who spent years in foodservice, I know the daily grind can make it tough to spot those golden opportunities. We’re always looking for ways to boost foot traffic, increase basket size, and ultimately, drive sales. What if I told you there’s a simple, fun, and highly effective strategy hiding in plain sight, especially as we head into mid-August?

It’s all about celebrating national food holidays! These aren’t just quirky dates on a calendar; they’re built-in demand generators. Customers are already primed for novelty and a reason to treat themselves, and these holidays give us the perfect excuse to offer something special. By tapping into these moments, we can transform a quick stop into a memorable experience, encouraging impulse buys and building customer loyalty. Think about it: a well-placed sign, a delicious aroma, and a tempting offer can turn a passerby into a loyal patron.

So, let’s dive into 5 fantastic food holidays happening the week of August 11th through August 17th. I’ve got some practical, actionable insights to help you make the most of each one.

1. National Panini Day (August 11th)

National Panini Day, celebrated on August 11th, honors the delicious grilled sandwich made with non-sliced bread. Originating in Milan, Italy, in the late 1970s and early 1980s, paninis quickly became a popular, high-quality lunch option for busy office workers. Sargento Foods, Inc. even established National Panini Month back in 2008, with the specific day first celebrated in 2015. It’s a modern classic that offers a satisfying, warm meal.

Why You Should Care: Paninis are a natural fit for convenience stores, perfectly aligning with the demand for quick, hot, and satisfying lunch or snack options. They offer a premium feel compared to a standard cold sandwich and can command a good price point, boosting your foodservice margins. Plus, the aroma of a freshly grilled panini is a powerful draw!

What You Should Be Doing:

• Increase Foot Traffic:
  • Place bold, attractive signage at your store’s entrance and near your hot food or deli section, announcing “Happy National Panini Day! Freshly Grilled Paninis Inside!”   
  • Use high-quality images of warm, appetizing paninis on digital displays or window decals to entice customers.   
  • Consider a limited-time “Panini Day Special” with a discounted price for the day to create urgency.   
• Improve Basket Size:
  • Offer “Panini Combo” deals: a panini bundled with chips, a side salad, or a beverage (soda, bottled water, coffee) for a set price. This encourages customers to add complementary items.   
  • Train your staff to suggest adding a side of fruit or a cookie with every panini purchase at checkout.   
• Increase Sales:
  • Promote your Panini Day special on local social media platforms like Facebook and Instagram with mouth-watering images.   
  • Create a dedicated “Panini Day” display near your hot food counter, clearly showcasing options and combo deals.   

2. National Julienne Fries Day (August 12th)

Observed on August 12th, National Julienne Fries Day puts the spotlight on these thinly cut, crispy potato delights. While the specific origin of this holiday isn’t widely documented, fries themselves are a universally beloved snack and side dish, making this a day to celebrate a classic with a specific, appealing cut.

Why You Should Care: Fries are a staple in any hot food program and are perfect for impulse buys. Julienne fries, with their thinner cut, offer a unique texture that can stand out. They pair well with many existing C-store offerings and are a high-margin item, especially when freshly prepared.

What You Should Be Doing:

• Increase Foot Traffic:
  • If your store has a fryer, let the irresistible aroma of fresh fries waft towards the entrance to draw customers in.   
  • Consider a “Free Small Fry” offer with any hot food purchase over a certain amount to incentivize visits.   
• Improve Basket Size:
  • Train staff to upsell by asking, “Would you like to add a side of our special Julienne Fries to your order?”   
  • Offer a variety of premium dipping sauces (e.g., sriracha mayo, garlic aioli) for an additional charge to increase the average spend.
  • Bundle fries with hot dogs, burgers, or chicken tenders as a meal deal.
• Increase Sales:
  • Use digital displays near your hot food counter to showcase sizzling fries and combo deals.   
  • Offer double loyalty points on all fry purchases for the day to encourage repeat business.   

3. National Creamsicle Day (August 14th)

National Creamsicle Day, celebrated annually on August 14th, honors the iconic summer treat: vanilla ice cream enveloped by iced fruit juice, most commonly orange. The concept traces back to Frank Epperson’s accidental creation of the Popsicle in 1905, making it a treat steeped in nostalgic history. It’s the perfect cool-down on a hot August day.

Why You Should Care: Creamsicles and similar frozen novelties are quintessential impulse purchases, especially during the peak of summer. They represent high-margin opportunities and are perfectly suited for quick grab-and-go sales in a convenience store setting. Plus, they evoke a sense of nostalgia that resonates with many customers.

What You Should Be Doing:

• Increase Foot Traffic:
  • Place large, colorful decals of Creamsicles on your windows to capture the attention of passersby.   
  • Share engaging social media content about cooling down with a Creamsicle on a hot day, encouraging customers to visit.   
• Improve Basket Size:
  • Implement multi-buy discounts like “Buy 2 Creamsicles, Get 1 Free” or “Mix & Match 3 for $X” to encourage larger purchases.   
  • Strategically place bottled water or other refreshing drinks near the frozen novelty section to encourage additional purchases.
• Increase Sales:
  • Ensure Creamsicles are prominently displayed at eye-level in your freezer, perhaps with a dedicated “National Creamsicle Day” sign.   
  • Train staff to mention the Creamsicle Day special during checkout, especially on warm days.   

4. National Kool-Aid Day (August 15th)

National Kool-Aid Day is celebrated on August 15th, coinciding with the first day of the annual Kool-Aid Days festival in Hastings, Nebraska, the birthplace of this iconic beverage. Invented by Edward Perkins in 1927 as a powdered concentrate to reduce shipping costs, Kool-Aid quickly became a household name, especially during the Great Depression when it was marketed as “the Budget Beverage.” The beloved Kool-Aid Man character was introduced in 1953, cementing its place in pop culture.

Why You Should Care: Kool-Aid, in its various forms, is a highly versatile and popular beverage, particularly appealing during warm weather. It offers a nostalgic draw for many adults and a fun, colorful option for kids. Stocking a variety of Kool-Aid products can cater to diverse tastes and provide excellent margin opportunities.

What You Should Be Doing:

• Increase Foot Traffic:
  • Use vibrant, eye-catching signage promoting “National Kool-Aid Day!” specials at your store’s entrance and near beverage coolers.   
  • Share engaging social media posts featuring colorful Kool-Aid drinks and fun facts about the brand to attract customers.   
• Improve Basket Size:
  • Consider multi-buy discounts on Kool-Aid packets or ready-to-drink options, such as “Buy 3 Kool-Aid pouches, get 1 free.”   
  • Train staff to suggest adding a bag of chips or a candy bar with any Kool-Aid purchase.   
• Increase Sales:
  • Ensure Kool-Aid products are prominently displayed in high-traffic areas, such as near the checkout or beverage aisles.   
  • Run a social media contest encouraging customers to share their favorite Kool-Aid flavor or a creative way they use Kool-Aid to generate buzz and encourage purchases.   

5. National Bratwurst Day (August 16th)

National Bratwurst Day, celebrated on August 16th, is dedicated to these savory sausages, typically made from pork, veal, or beef. Originating in Nuremberg, Germany, in the 14th century, bratwursts were introduced to the United States by German immigrants in the mid-19th century. Sheboygan, Wisconsin, famously began its own “Bratwurst Day” celebration in 1953, cementing its place in American food culture. They’re often served on a roll with mustard, sauerkraut, or potato salad. 

Why You Should Care: Bratwursts are excellent hot food items, particularly suitable for lunch and dinner rushes, and integrate seamlessly with existing roller grill or hot food programs. They offer a hearty, satisfying meal option that appeals to a broad customer base and can significantly contribute to your foodservice sales.

What You Should Be Doing:

• Increase Foot Traffic:
  • Place a portable sign board outside your store promoting “Hot Brats for National Bratwurst Day!” to catch the eye of passersby.   
  • Offer a “Bratwurst Lunch Special” with a discounted price on a bratwurst and drink combo during peak lunch hours.   
• Improve Basket Size:
  • Create a compelling “Brat & Brew (or Soda) Deal” to bundle a bratwurst with a complementary beverage.   
  • Offer premium toppings or larger portions of sides, such as chili or cheese sauce, for an additional charge to increase average spend.
• Increase Sales:
  • Ensure bratwursts are prominently displayed and kept fresh on the roller grill or hot food counter.   
  • Run a “Best Brat Topping” photo contest on social media to engage customers and encourage them to share their creations, driving buzz.   

The Bottom Line: Your Roadmap to a Profitable August

There you have it! 5 fantastic opportunities to inject some excitement and profitability into your convenience store this August. By strategically embracing these food holidays – from the savory goodness of paninis and bratwursts to the refreshing delight of creamsicles and Kool-Aid, and the classic comfort of julienne fries – you’re not just selling products; you’re creating experiences.

Remember, it’s all about understanding your customers’ impulse-driven behavior and consistently delivering value and excitement with every visit. Optimize your in-store merchandising, leverage your digital channels, empower your staff with suggestive selling techniques, and keep a keen eye on your inventory. Each holiday celebration is a chance to learn, adapt, and build a stronger, more profitable business. Let’s make this August your most delicious and successful one yet!