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For a third time, Rutter’s leads this year’s slate of Foodservice Innovators Awards winners By Don Longo

FROM MAKING PANDEMIC-INSPIRED menu changes to utilizing new technology, the nation’s top convenience store retailers have shown remarkable innovation over the past year. Being able to turn on a dime and succeed, during a global pandemic, is the definition of innovation.

Each year, Convenience Store News recognizes c-store retailers that are raising the bar on quality, service and innovation in the foodservice category. Now in its 10th year, the Foodservice Innovators Awards program has been recognizing best-in-class convenience foodservice retailers since 2012. Winners are chosen annually by the CSNews Foodservice Advisory Council, a panel of category experts from the retailer, supplier, wholesaler, research and consulting fields.

This year, Rutter’s, the York, Pa.-based regional retailer known for being on the cutting-edge, leads a slate of five Foodservice Innovators Awards winners. Rutter’s has now won the Foodservice Innovator of the Year award a record three times (previously in 2012 and 2018).

FOODSERVICE INNOVATOR OF THE YEAR: Rutter’s

Judges on the CSNews Foodservice Advisory Council lauded Rutter’s overall approach to foodservice, from dispensed beverages to fresh prepared foods.

“They’ve always been progressive with prepared foods in general, but I think they really lifted their game in cold dispensed beverages with their Spiked Slushies and Xtreme Shakes,” said one judge. It was also noted how well Rutter’s adjusted its menu due to the pandemic (e.g., new comfort-food offerings). And the company’s approach to marketing its offerings to consumers digitally via social media, geofencing and a new loyalty app did not go unnoticed. All in all, Rutter’s paints a picture of a retailer operating on all cylinders despite the global pandemic.

Rutter’s introduced Spiked Slushies to the Pennsylvania market before any other chain. Being the leader in this category allowed the retailer to innovate even more. In 2021, Rutter’s introduced limited-time seasonal flavors to further spice up the category.

Members of the Convenience Store News Foodservice Advisory Council lauded how well Rutter’s adjusted its menu due to the pandemic.

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Like most retailers, the pandemic forced Rutter’s to adjust its foodservice offering, which it’s done with great success.

Customers wanted comfort foods and brands they trust, so Rutter’s introduced a second Beef Traveller option, along with SPAM as a limitedtime offer (LTO) add-on available for breakfast, lunch and dinner items. Both have been huge hits.

Rutter’s also introduced Xtreme Shakes, candy-filled shakes that allow customers young and old to add their favorite sweets, like Kit Kat and Reese’s, to their drinks. To add even more fun, the retailer started offering LTO flavors, such as Key Lime Kit Kat, which customers enjoyed.

Further, Rutter’s found new ways to reach its customers, primarily through digital media. Platforms such as Twitch and Instagram have offered the retailer ways to reach customers who weren’t on-site as often over the past year. By using these, along with other social platforms, Rutter’s was able to target consumer preferences in a strong way with geofencing and demographic profiles. Like many other retailers, Rutter’s trips have been down overall, but the chain’s baskets have increased dramatically. “Through our new loyalty platform with Paytronix, launched in 2020, we also have the ability to now survey customers. This has allowed us to determine what’s working and what isn’t,” said Rutter’s Director of Fuel, Forecourt and Advertising Chris Hartman. “We also rolled out menu screens above our foodservice areas, in many of our new stores and remodels, allowing customers to look at all we have to offer in a quick time period.”

It is clear that Rutter’s believes innovation isn’t just about having the most creative item, but about adapting to customer needs. “Thriving during a pandemic isn’t something that was expected at the beginning,” said Hartman. “However, our great foodservice team, led by Robert Perkins, took it as a challenge and came out with an improved menu offering and creative flair that fit what Rutter’s customers want.”

PREPARED FOODS INNOVATOR OF THE YEAR: The Spinx Co.

The Foodservice Advisory Council cited the way Spinx took its Legendary Fried Chicken, sides and proprietary banana pudding and made it all ready-to-go for shoppers during the pandemic.

Customers were able to purchase fried chicken that was prepared the day before, properly and safely chilled to under 40 degrees (24 hours cold), and merchandised cold for sale throughout the day. They were impressed with the process and discipline the stores took in serving the cold chicken the proper way (not leftovers). The returns were great not only in evening business

Judges praised the debut of the Spinx Cluk-Truck in upstate South Carolina as a great way to bring the brand to other areas of the state.

(take home and re-therm), but customers also purchased the chicken throughout the day and ate it cold. “Who doesn’t like cold fried chicken?” commented one judge.

The offer satisfied the call for more prepared food items with minimal touchpoints or interaction for safety reasons during the pandemic, and turned into an everyday SKU without any cannibalization of Spinx’s traditional Legendary Fried Chicken program. In addition, several side dishes were added, and the retailer’s proprietary banana pudding was sold in quart containers, as well as single-serve.

The debut of the Spinx Cluk-Truck in upstate South Carolina was also cited as a major success by the council. The Cluk-Truck was booked for special events throughout the area, serving a limited menu of chicken tenders and fries. Judges thought this was a great way to bring the Spinx brand to other areas of the state.

This is the first-ever win for Spinx in the Foodservice Innovators Awards program.

HOT BEVERAGES INNOVATOR OF THE YEAR: Alimentation Couche-Tard Inc./ Circle K

Circle K’s sustainably sourced coffee program is built around three pillars: farm productivity, environmental practices, and social development. The chain’s high-quality coffee beans are sourced from participating farms around the world while providing valuable tools, training and services to the coffee farmers and their communities.

“Customers are always looking for differentiation and 100-percent sustainable coffee is certainly that,” one judge remarked. “The current customer base is environmentally conscious, so this appears to be an intelligent move to get that customer into the store.”

The new sustainably sourced coffee blends are available through Circle K's bean-to-cup machines in both hot and iced versions. While all coffee beans will now be 100 percent sustainably sourced, the retailer maintains that the quality, taste, aroma and roast profile will all remain the same. Other judges lauded Circle K’s launch of its Sip & Save subscription service, which is applicable to hot, cold and frozen dispensed beverages. Customers can enjoy one coffee, tea, fountain drink or slushy of their choice every day for just $5.99 per month. The Sip & Save program debuted May 5, after the program was tested for 90 days at more than 100 stores near Augusta, Ga., and Columbia, S.C.

This is the second win in the hot beverages category for Circle K. The company previously took home the title of Hot Beverages Innovator of the Year in 2016.

COLD & FROZEN BEVERAGES INNOVATOR OF THE YEAR: 7-Eleven Inc.

This summer, 7-Eleven introduced a new, fruity Slurpee flavor available in an innovative stay-cold cup that was available at participating stores for just $1. The new flavor, Peach Perfect, is made with real juice and provides a perfectly refreshing on-trend taste.

“They never rest in this category,” said one judge. “It seems like they’re always doing something new with cold beverages, and it’s not limited to new flavors. The staycold cup was an interesting innovation I haven’t seen elsewhere.”

Another 7-Eleven innovation cited by the judges was the LTO offering of a Jones Soda Co. Birthday Cake flavored Slurpee drink in participating stores across the Pacific

Award Winning, Market Proven

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Northwest from June through August. The sweet, buttery vanilla Birthday Cake flavor — reminiscent of yellow cake — was introduced to celebrate the retailer’s 94th birthday.

Also this summer, the convenience store chain gave its famous lineup of Big Gulp fountain drinks a bold refresh by introducing five new, non-traditional varieties at participating stores. The new varieties are AHA sparkling flavored water, craft lemonade made with real juice and cane sugar, electrolyte-infused vitaminwater zero, and 7-Eleven’s private brand vitamin-infused sports drink Replenish Zero and energy drink Power Berry by Quake.

7-Eleven is a three-time winner in the cold and frozen beverages category, having racked up previous honors in 2014 and 2019.

FOODSERVICE INNOVATOR TO WATCH: Family Express Corp.

The Innovator to Watch award recognizes a c-store retailer as an “up-and-comer” that is making a name for itself in the quality and innovation of its foodservice program. This year, the award goes to the regional Family Express chain, based in Valparaiso, Ind.

Earlier this year, the retailer began testing new technology that lets customers order fresh, made-to-order food from its Cravin’s menu at the gas pump or car wash. To ensure the safety of customers' personal information, it installed Fiserv's TransArmor data protection system, which safeguards their personal data when they swipe credit cards at the pump.

The goal is to make it easier to buy Cravin's food, which is available at approximately a third of Family Express’ 75 stores, while on the go. By placing orders while they're pumping gas, customers don't have to wait in line again to place a food order inside the store.

“Gus and the Family Express team are always looking at new ways to sell products,” said one judge. “Testing order-at-the-pump technology certainly fits the bill. Being able to convert more customers from the outside to the inside is key to increasing traffic.”

Another judge called the chain’s Curbside at the Pump order technology “groundbreaking” for the convenience store industry, while a fellow council member also applauded Family Express’ safety measures around selling fresh baked goods during the pandemic. All of its doughnuts and muffins (now made in a new square shape) are fitted into individual plastic wrappers as they come off the assembly line at the retailer’s bakery distribution center.

“Gus and the Family Express team are always looking at new ways to sell products.”

— Foodservice Innovators Awards judge

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