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Research Shows What Consumers Want in Foodservice
Convenience store operators know the importance of understanding and anticipating the needs of the "on-the-go" consumer. With ever-shrinking margins on gasoline and cigarettes, convenience retailers view foodservice as a way to capture repeat customers and boost in-store sales. Here are a few findings on consumer buying trends:
- The increase in the sophisticated eating habits of on-the-go consumers has sharpened their expectations for food freshness and quality.
- The purchase of convenience food is a low-involvement process which is motivated by such things as quality perception, food property factors and local consumer demographics.
- Market research on quality perception show consumers buy what looks attractive and is readily available. Aesthetics is the first step in the decision making process.
- Attractive merchandising is another key factor. This includes both packaging, point of sales materials and any equipment being used to help merchandise and sell the product. Hungry browsers and be turned into buying customers if they are drawn in to appealing food items that say "try me" or "buy me now".
- Once the consumer has purchased the product, it is critical that their sensory needs are met. That means the food must look good, taste good and smell good. This is also the best way to ensure a repeat buying customer.
- Consumers continue to look for new and innovative items on a menu. If something is not working, the successful c-store operator will put something new and fresh in.
- C-store customers are more easily attracted to a store that offers a safe, clean and hospitable environment. While this would seem obvious, many times it's often overlooked or ignored. Such things as eliminating cluttered displays and signage will do a lot to "freshen" a store's overall appearance.
The best way to be successful in these trying times is to stay ahead of the curve. The c-store business that comes out a winner is the one who is an agent of change. The challenge is to makes sure that every inch of the store is being used to bring the consumer a new kind of convenience!
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