This important category is not unfamiliar to consumers. In fact, 74% of respondents to a recent survey said they have purchased items from the roller grill in the last month, and 71% have purchased items from the hot case. However, with the flavor diversity and operational ease hot prepared foods bring, there is still plenty of room to grow.
Who’s Hungry for Hot Prepared Foods?
As we’ve seen consumers looking for more from their gas station experiences, they’re still seeking the foundational attributes C-stores are known for: location, price, and convenience.
Many consumers buy hot prepared food along with gas, fountain drinks, and refrigerated soft drinks, meaning there are big opportunities to bundle offerings and advertise deals at the pump. However, the survey also reveals that on the last occasion where a person purchased a hot prepared food item, most did not purchase gas. The useful insight here is that food can truly be the primary driver for C-store trips.
Overcoming Common Barriers
The top 3 concerns stopping consumers from purchasing hot prepared foods are:
- I don’t know how long it has been out.
- I don’t know how long it has been under the warmers.
- I don’t know how fresh it is.
Since shoppers purchase hot foods when they’re hungry and craving something good, key sensory aspects of the food are important purchase influencers (i.e., appearance, aroma, etc.). It’s crucial to take simple steps to reassure consumers about product quality by using freshness guarantees, time stamps, and other transparency messaging.
Go Big on Bundling
In today’s environment, bundling and building bigger baskets are top priorities for retailers. Since price is the number-one reason for consumers shopping at C-stores, one of the simplest executions is offering pricing discounts for multiple-item purchases (e.g., “Two for $3.99”), but bundling across categories has also been effective. A key tip is to look for products that have high affinity with each other like bakery items and coffee drinks or roller grill products and fountain drinks.
“Don’t underestimate the impact of highlighting a top seller or bundle offer at the pump,” says Sandie Deas Ray, vice president, foodservice marketing and data analytics at Ruiz Foods. “C-stores are unique, and they offer variety (roller grill, hot case, refrigerator, and shelf stable) that QSRs can’t compete with. Envision a value box which could include five food items including other hot prepared items across the store or a hot prepared food bundle with taquitos, wings, and more.” The gas pump, social media, and loyalty program messages are all ideal places to promote your bundles.
The Role of Beverages
C-stores rely on beverages as a major source of sales, creating a perfect opportunity for expanding purchases of hot prepared foods. A thirsty customer becomes a hungry customer, boosting sales of C-store meals and snacks. The strategic placement of hot foods and signage near beverage coolers further entices customers to grab a complete meal on the go.
Other Non-Hot Prepared Foods Items Purchased on Last Occasion:
Ready to Elevate Your Hot Prepared Foods?
Ruiz Foodservice is ready to help you promote exciting bundles and offers with a variety of in-store signage (clings, tabletop tents, grill signage, posters). These tools help drive consumer awareness and purchase interest.
With so many retailers adding digital screens in their stores, we also now offer digital signage such as digital menu packets that can be downloaded and easily implemented into any operation. Plus, branded product sleeves make prep and purchase even easier.
Contact us today to discuss even more ways we can help you heat up sales with hot prepared foods.
