FOODSERVICE
The Dispensed Drink Evolution
Hot, cold and frozen beverage offerings at c-stores are adapting to meet the times By Renée M. Covino
HAVE YOU HUNG a “Welcome Back” sign above your coffee bar, fountain drink station, and frozen slushie machines? These areas may have been hard-hit for many convenience stores that suspended self-serve beverages to prevent the spread of the novel coronavirus last year, but the time is ripe for renewal.
“Dispensed beverages are a valued offering to our customers. It continues to represent a healthy portion of overall transactions,” said Jim Rastetter, category manager of hot and cold dispensed beverage at Richmond, Va.-based GPM Investments LLC. The wholly owned subsidiary of Arko Corp. has grown through acquisitions to roughly 2,950 locations comprised of approximately 1,350 company-operated stores and 1,600 dealer sites spread across 33 states and Washington, D.C. “We must adapt by staying engaged with customer expectations in this area,” he told Convenience Store News. “We expect 2021 to be an exciting year for dispensed beverages, and we are ready to welcome consumers back into the category.”
Clean Sweep One of the greatest customer expectations now is a sanitary beverage bar across the board, according to Rastetter. “Having a standard procedure in dispensed beverage program areas that is visible to customers is the greatest way to instill confidence,” he advised. “Routine monitoring and cleaning of the beverage bar is critical.” This includes wiping down surfaces, keeping equipment in good working order, and keeping areas clear of clutter — together, they are the best way to prevent contamination. “The presentation of the program and cleanliness of these stations will continue to be paramount past COVID,” echoed Emily Wood Bowron, vice president of strategic marketing for Moody, Ala.-based Red Diamond Coffee & Tea. Other ways she sees the category evolving are providing single-serve condiment options, such as single-shot creamers and individual sugar sticks or packets; and offering an even greater variety of choices.
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