A Common Goal

Branded partners are helping convenience store operators navigate the new foodservice landscape

By Brian Berk

ALTHOUGH THE FUTURE trajectory of the COVID19 pandemic remains unknown, one certainty is that consumers are returning to in-store convenience store visits. In fact, some industry insiders report that the convenience channel is close to returning to its pre-COVID levels in terms of store visits.

Once inside a convenience store, customers overwhelmingly take part in the foodservice experience, something c-store operators can often count on for strong margins. However, a retailer must decide between having its own foodservice offer or forging a partnership with regional or national restaurant brands.

Partnering with a brand can provide specific benefits, with name recognition perhaps being the biggest one.

Max Arnold & Sons, which operates 21 c-stores in western Kentucky and Franklin, Tenn., partners with Hunt Brothers Pizza at nine locations. The retailer has worked with Nashville-based Hunt Brothers for a decade. we wanted something with name recognition, quality ingredients, and an offering that didn’t require a lot of labor. As a plus, Hunt Brothers has awesome pizza that not only we love, but our customers also love,” said Karen McGregor, operations director.

For Max Arnold & Sons, efficiency is the No. 1 benefit of having a branded foodservice partnership.

“Hunt Brothers Pizza operates as a true partner, immediately diving in to set everything up for us, provide training, and ensure we were ready to hit the ground running once implementing the program,” McGregor recalled. “If we have turnover in the store and need extra training, they are always ready to support us, which has been really wonderful.”

Hunt Brothers was founded with a mission to provide customized, ongoing support to its c-store partners, and is well-known for its success in providing food options for rural, underserved communities. Hunt Brothers aims to work hand-in-hand with its partners to ensure they feel supported and can be successful.

“All of this helps c-stores maintain high profit margins, providing the best service with a fully stocked Pizza Shoppe to serve consumers every day. When stores

partner with Hunt Brothers Pizza, they become a part of a network of over 8,000 locations,” relayed Dee Cleveland, director of marketing for Hunt Brothers. “With that comes the purchasing power, brand recognition and trust that only a branded program can provide.”

Greg West, senior vice president of marketing and food innovations for Genuine Broaster Chicken, echoes this sentiment. He says partnering with a branded foodservice program offers retailers a promise and awareness — both of which drive sales. The ultimate goal of Beloit, Wis.-based Genuine Broaster is to provide the highest quality fried chicken in the marketplace.

“Genuine Broaster Chicken is a trademark brand that requires use of specified pressure fryers, select coatings and marinades, and exclusive proprietary recipes which deliver great restaurant-quality fried chicken,” West said. “Trademark food programs offer no franchise fees and no royalties, but still have the ‘restaurant in a box’ simplicity.”

Genuine Broaster also does not charge marketing fees. The c-store operator controls its marketing plan, including how much they want to spend and where they want to spend it.

Simplicity is also a focal point for Brockton, Mass.-based UNO Foods, which partners with c-store operators to offer restaurant-quality product. Mike Murnane, president and chief revenue officer of UNO Foods, says its branded foodservice program is functional and easy for c-store operators, with products that are all fully topped or stuffed and par baked to allow for less labor and easier preparation and cooking.

“We also offer a no-fee license program called UNO Express, which features turnkey merchandising to display UNO branded pizzas and calzones in a limited space or in bigger space to fit the needs of a customer’s operation,” Murnane noted.

Navigating the Changing Trends

While c-store traffic may have returned to near pre-COVID levels, that doesn’t mean nothing has changed regarding convenience foodservice programs since the pandemic started. For example, the dayparts when customers visit c-stores have been altered — perhaps for the long-term.

Many c-store transactions have shifted from the breakfast and morning snack dayparts to the lunch period, according to Genuine Broaster’s West, who noted that basic fried chicken favorites such as bone-in chicken, tenders, popcorn chicken and sandwiches continue to be strong menu items.

“Chicken is comfort food, which has carried its popularity through the COVID period,” he said.

Along with the daypart shifts, consumers have come to love the convenience of delivery, curbside pickup, and digital ordering. These options will continue to be important in the foodservice space, predicts West.

“Independent operators are usually the last to jump on technology trends, but we see this as being an important step for them to capture their share of the marketplace,” he advised. “Larger and mid-sized chains are already thriving with the online platforms, loyalty platforms, and delivery partnerships. This is absolutely here to stay.”

To compete in the “convenience” space, curbside, self-checkout and digital are becoming a price of entry, according to UNO

The ultimate goal of Genuine Broaster Chicken is to provide the highest quality fried chicken in the marketplace.

Foods’ Murnane. “C-stores will continue to offer the conveniences of variety, cold and hot drinks, snacks and foodservice, but the definition of convenience continues to be dynamic and c-store operators need to be at the forefront of convenience technology,” he stated.

Hunt Brothers has seen its c-store partners find success with carryout pizza orders, especially in areas where they are the main food destination. At Max Arnold & Sons’ stores, people can call ahead to order their pizza, come by to get fuel, and then pick up their dinner to take home. The retailer also fulfills large orders from nearby schools, which call ahead and order upwards of 20 pizzas at a time, McGregor noted.

Marketing Support

Above all else, c-store operators want to partner with a branded foodservice program that can either turn their store into a destination or enhance their existing offer. Marketing programs can go a long way toward achieving this, especially when they incorporate combo promotions and limited-time offers (LTOs).

Max Arnold & Sons has utilized LTOs to its advantage, McGregor pointed out. Hunt Brothers provides the signage for LTOs and other marketing materials, which streamlines the retailer’s internal processes. “When we were short-handed during COVID, they were one of the best partners that we could have had during an uncertain time,” said McGregor. “When the pandemic hit, we started doing more carryout pizzas and Hunt Brothers Pizza was there with us every step of the way.”

In fact, the Hunt Brothers Buffalo Chicken Pizza LTO is such a good seller that McGregor wishes it would become an everyday offering. “That has been a really popular option for us, along with Chicken Bacon Ranch,” she relayed. “We also see a demand for breakfast pizzas as well. Our customers have consistently expressed excitement around LTOs.”

Hunt Brothers’ marketing support also includes a partnership with NASCAR, which provides national advertising and increased brand awareness for its c-store partners, Cleveland said.

“As an added benefit, our pizza finder app helps to drive traffic by allowing consumers to easily locate the closest location offering Hunt Brothers Pizza,” added Cleveland.

When it comes to providing value to consumers, which is increasingly important in today’s inflationary times, West recommends c-store operators take a look at the menu pricing trends in their area.

“To combat inflation and supply chain challenges, many quick-service restaurants (QSRs) are implementing big increases. Are [c-stores] value-priced and positioned to be able to capture the blue-collar crowd looking for their $5 to $7 lunch that is now $10 to $12 or more at their local drive-thru?”

Hunt Brothers Pizza is well-known for providing food options in rural, underserved communities. The Future of Foodservice Programs

The widespread labor shortage is not going away any time soon, which is likely to have an impact on branded foodservice program logistics. As such, West foresees more ordering kiosks and simplified menus.

Genuine Broaster has already implemented technological enhancements to address some concerns, such as SmartTouch touchscreen controller technology being built into its ventless fryers in an effort to significantly reduce training time. Many partner locations also became early adopters of its automated E-Series pressure fryers, which feature auto oil filtering to extend oil life, according to West.

Genuine Broaster also expects larger-format convenience stores to become the norm, with self-checkout and drive-thru being more commonplace in the coming years. “Ultimately, there may be a blending of QSR concepts and c-store food program concepts,” West asserted.

Hunt Brothers foresees the shift at c-stores toward grab-and-go food continuing. “With the pandemic, many consumers leaned toward quick and easy food items across almost all sectors,” Cleveland noted.

No matter what’s to come, branded foodservice programs will evolve as needed to support their c-store partners and enable their success, summed up UNO Foods’ Murnane.

“Our focus is to provide the many benefits of our brand in a manner that fits the needs of the convenience channel,” he concluded. “This includes being part of digital marketing programs and loyalty programs. Our constant will be that our offering will always feature our restaurant quality.” CSN