Find out how to give your store the edge with slush and sweet treats
1. 44% of c-store shoppers say convenience food to go has become more appealing
2. Good value desserts and slushies drive footfall for c-stores
3. Variety is the spice of life when it comes to desserts and drinks to go
4. Sizzling summer predictions mean cold drinks sales are set to soar
5. Putting slush on self-serve can drive sales up by 50%
1. 44% of c-store shoppers say convenience food to go has become more appealing
Good news seems like an increasingly rare commodity these days. So, here’s some for convenience retailers: people are buying more food & drink on-the-go, and with household budgets being squeezed, c-stores’ on-the-go offerings are becoming more attractive.
“Food-to-go is an important category for the convenience sector: 42% of shoppers buy food-to-go items from c-stores, with snacking, breakfast and lunch being the most popular on-the-go missions,” says Bridget McCusker, Mintel Retail Analyst.
“With more individuals working out of home, the category is growing strongly. In fact, 44% of convenience shoppers say c-stores’ food-to-go has become more appealing. Within the current economic climate, c-stores can capitalise on the good value perception of their food to go ranges and communicate that they’re a cheaper than other eating out methods.”
2. Good value desserts and slushies drive footfall for c-stores
Cold drinks and desserts to go are already an important part of the convenience offer for many retailers. “People still wants treats and they’re coming to us for them because prices are rising everywhere,” says Rav Garcha, who runs four Nisa Stores in the West Midlands, offering a range of frozen drinks and desserts including Fwip Ice Cream, Fanta Frozen and frozen Hersey’s and Reese’s machines.
However, with the cost of everything from energy to raw materials rising, retailers are having to think carefully about whether to raise prices or keep them down in the hope that it will drive volumes. Rav has gone for the latter option. “We’ve decided to take less money for the products we are selling because we know that prices are going up elsewhere and lower prices will drive growth for us,” he says.
Meanwhile, Mos Patel – who offers a range of fresh waffles, doughnuts, slushies and milkshakes at the Premier and Family Shopper stores he runs in Greater Manchester – has sought to lower his costs to stay competitive. “We have changed the ice cream we serve with our waffles at the Family Shopper in Aston to help us keep that edge,” he explains.
“We have changed from Kelly’s to premium own label. This allows us to stay competitive on price and charge between £1.25 and £1.50 for a waffle with ice cream, which the kids can still afford. It is still really good ice cream and offers really good value, when you consider that some of the local competition sell for as much as £5.”
3. Variety is the spice of life when it comes to desserts and drinks to go
It’s also important that retailers have new and interesting products to shout about, of course. Mos has introduced doughnuts, waffle sticks and bubble waffles (pictured) – slightly sweeter, eggier versions of the traditional Belgian waffle with spherical, bubble-like markings – to keep customers coming back for more.
“You can’t stand still in this game,” he says. “By widening our offering, we have more ammunition. We find that when doughnuts are dropping, waffles are growing and keeping the menu fresh keeps people coming in. We’ve done Nutella and bubblegum drizzles and Lotus Biscoff and Kinder Bueno sauces. We often take inspiration from the chocolate bars that are selling well. The margins are great so its worth spending time developing a good menu.”
He also keeps a close eye on what the local competition is offering to ensure he maintains a point of difference. “We were using Tango Ice Blast but now every Tom, Dick and Harry has one and people won’t travel for one,” says Mos. “So, we’ve started doing our own flavours – things like Raspberry Sherbet, Tropical, Lemon & Lime – and have been doing alcoholic slushes that have been selling really well.”
F’real brand owner Rich’s agrees that different flavour variants are key to keeping consumers engaged. F’real has just launched a new bubblegum variant as a UK exclusive.
Gemma Briant, marketing manager at F’real, says: “Retailers and consumers alike have been clamouring for truly innovative flavours, and we’ve listened – Bubblegum is our first launch in a line-up of exciting, slightly different, NPD coming this year!
4. Sizzling summer predictions mean cold drinks sales are set to soar
Cold drinks were in hot demand last summer as temperatures hit a record high, and with the Met Office forecasting even hotter temperatures for 2023, retailers can expect another summer of strong sales.
“With good spells of hot summer weather, our fizzy slush and iced coffee have been selling really well,” says Campbell. “And with hotter summers predicted to continue, we expect sales to accelerate.”
He adds: “For 2023 we’re re-launching our Frappina Iced Coffee with an improved deal for retailers. Profit is higher and there is no capital outlay – just a low monthly rental on the dispenser with no long-term ties.”
Self serve fresh juice sales also saw a summer spike. “We did see unprecedented sales in the summer, aided by the record temperatures but also due to the multitudes that chose to holiday in the UK as opposed to travelling abroad,” says Elias Ebert, managing director of iSqueeze, which supplies commercial juicers.
5. Putting slush on self-serve can drive sales up by 50%
Of course, another factor that any retailer who’s serving up delicious desserts, ice creams and drinks to go cannot ignore is labour. It’s increasingly difficult to find staff to man dessert bars and costs related to staff and training are considerable for retailers.
“The margins are great on waffles, doughnuts, slushies and milkshakes, even with energy prices rising,” says Mos in Greater Manchester. “By far the greatest cost I’m facing is labour because, of course, things like waffles and doughnuts need cooking.”
Therefore, when it comes to products like slushies, it makes sense to install self-serve machines. “Self-serve saves queues at the tills, frees up counter space and, what’s more, kids love making their own concoctions,” says Campbell.
“Our research shows retailers can expect to sell up to 50% more buy putting their slush on self-serve. Considering the effect slush can have on profits, the machine should be centre stage, in a prime location. It should be clean and fresh looking. To support this, we offer free POS packs at any time for our customers.”
So, maybe it’s time to invest in slushies for the coming summer?
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