Consumer Journey Map

THE STORE PROTOTYPE MOCK-UP WALK

A Guest Experience Work Book

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THE STORE PROTOTYPE MOCK-UP WALK background & renderings

The present building program has created inconistiencies in our customer’s store experience. The store experience varies from the offerings, in-store environment and branding.

Inviting stores capitalize on destination drivers and delight the guest with pleasant surprises.

This Guest Experience Work Book allows the organization to adopt the guest perspective.

The work book is a framework for teams to test, touch and think of how the firm simplifies and delights our guests.

LEGACY REMODEL SCOPE OF WORK Phase 1 LED Paint Landscape Price Signs  Yogurt  Brew/Pour  Toppings Bar (4 RG)  Expanded Restrooms

page 01

 Storage Expansion Dry Freezer (yogurt)  Millwork Replacement  Exterior Treatment Seating Canopy “T” remove Stacked stone  Flooring

 Ceiling  Bakery  Hotcase  Sandwich cooler  6k MKT elements  Merchandiser Replacement

exterior rendering

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

page 02

guest

PERSPECTIVE the coffee guest

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coffee

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DESIGN CONSIDERATIONS COFFEE GUEST

THE METRICS

TOP 3 SUB-CATEGORIES with COFFEE:

• Coffee will be upgraded from Bunn brewers to the RT6K 1. NON-CARBONATED SINGLE SERVE  Brew Pour selection 2. HOT FOODS  • A new Bakery Case is located directly next to the Brew Pour 3. CHIPS offer, and can be backloaded from the coffee prep area • Coffee prep has a more extensive offer (creamers and TOP 5 SKUS with COFFEE: sweeteners) 1. SINGLE DONUT • Circular shape of coffee prep allows for better ease of use 2. NATHAN’S BEEF HOT DOG  during high traffic periods 3. LOTTO  • The offer, equipment, branding wall, marketing, and aesthet- 4. 32 OZ FOUNTAIN DRINK  ics are consistent with the RT6K coffee experience 5. PIERRE NEW HAM, EGG & CHEESE CROISSANT

page 03

THE EQUIPMENT

PRE-REMODEL 4 Coffee Brewers, 8 Dispensers (Bunn) Old Bakery case (if not already replaced) Center rectangular prep station 2 Old Cappuccino Machines (if not already replaced) 1 Iced Coffee Machine

KEY QUESTIONS TO CONSIDER

GUEST QUESTIONS •When I walk in the front door, can I clearly see my destination?

•Can I easily prepare my coffee in the designated prep area?

• What key product categories are along my path of travel to the cash wrap?

POST-REMODEL 8 - Coffee (Brew Pour) New expanded Bakery case New Circular Prep Station 2 New Cappuccino Machines

coffee

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

1 Iced Coffee Machine, relocated

YOUR THOUGHTS

DESIGN QUESTIONS • What is different about the station as compared to the 6k?

• Why does the station differ from the 6k?

• How does the design solve the differences between Legacy & 6k?

YOUR QUESTIONS

page 04

guest

PERSPECTIVE the yogurt guest

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yogurt

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DESIGN CONSIDERATIONS YOGURT GUEST

• Easy access and direct visibility from the front door • Includes 8 individual flavors and a multitude of toppings to add to the yogurt • New seating outside will allow for guests to enjoy their frozen yogurt on the patio • The offer, equipment (4 machines instead of 5), branding wall, marketing, and aesthetics are consistent with the RT6K frozen yogurt experience

page 05

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THE METRICS

TOP 3 SUB-CATEGORIES with YOGURT 1. NON-CARBONATED SINGLE SERVE 2. COLD DISPENSED 3. HOT FOODS TOP 5 SKUS with YOGURT 1. 32 OZ FOUNTAIN DRINK 2. NATHAN’S BEEF HOT DOG 3. 16 OZ FROZEN DRINK 4. LOTTO  5. 32 OZ FROZEN DRINK

THE EQUIPMENT

PRE-REMODEL N/A N/A N/A N/A

KEY QUESTIONS TO CONSIDER

GUEST QUESTIONS • Based on location, will I shop other key categories (bottled drinks, chips, etc)?

• Can I easily prepare my yogurt in the recessed prep area?

POST-REMODEL 4 Yogurt Machines, 12 total dispensers 2 Yogurt Freezers, added to the back of house Expanded Backroom with Dry and Yogurt Freezers New Yogurt Toppings bar

yogurt

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

DESIGN QUESTIONS • What is different about the station as compared to the 6k?

• Why does the station differ from the 6k?

• How does the design solve the differences between Legacy & 6k?

YOUR QUESTIONS

page 06

guest

PERSPECTIVE the fountain guest

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fountain

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DESIGN CONSIDERATIONS FOUNTAIN GUEST

THE METRICS

TOP 3 SUB-CATEGORIES with FOUNTAIN DRINKS • Similar fountain offer that the guest previously loved, with 1. COFFEE new millwork, and appearance 2. ENERGY • Located adjacent to the cash wrap for easy access and pur3. FOUNTAIN  chase • The offer, equipment (reduced tea, FCB, Granita), branding TOP 5 SKUS with FOUNTAIN DRINKS wall, marketing, and aesthetics are consistent with the RT6K 1. NATHAN’S BEEF HOT DOG 2. LOTTO  dispensed beverage experience 3. SINGLE DONUT 4. 16 OZ FROZEN DRINK  5. 32 OZ FROZEN DRINK 

page 07

THE EQUIPMENT

KEY QUESTIONS TO CONSIDER

GUEST QUESTIONS • If I head directly to the dispensed beverages, can I still be see roller grill items?

• Does this location next to the cash wrap entice me to purchase a beverage if I wasn’t otherwise going to do so?

PRE-REMODEL 3 FCB 3 Fountain Units (30 heads) 1 Granita

POST-REMODEL 3 FCB, relocated 3 Fountain Units, relocated 1 Granita, relocated

1 Tea Brewer (2 urns)

1 Tea Brewer (2 urns), relocated

fountain

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

DESIGN QUESTIONS • What is different about the station as compared to the 6k?

• Why does the station differ from the 6k?

• How does the design resolve the differences between the Legacy & 6k?

YOUR QUESTIONS

page 08

guest

PERSPECTIVE the tobacco & lotto guest

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tobacco & lotto

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DESIGN CONSIDERATIONS TOBACCO/LOTTO GUEST

THE METRICS

TOP 3 SUB-CATEGORIES with TOBACCO&LOTTO 1. COFFEE 2. ENERGY 3. FOUNTAIN 

• Identical location to pre-remodel, therefore allows consistency with previous layout for guests of habit • Dispensed beverage is now the closest offer to the cash wrap • Lotto offer increased and enhanced TOP 5 SKUS with TOBACCO&LOTTO • Updated cash wrap to allow for queuing and more merchan- 1. 32 OZ FOUNTAIN DRINK  dise offers for guests 2. NATHAN’S BEEF HOT DOG • The offer, millwork, branding, marketing, and aesthetics are 3. SMALL COFFEE consistent with the RT6K checkout experience 4. LARGE COFFEE 5. LOTTO 

page 09

THE EQUIPMENT

PRE-REMODEL Cashwrap 5 Tobacco fixtures N/A

KEY QUESTIONS TO CONSIDER

GUEST QUESTIONS • Are tobacco & lotto products just as easily accessible as they previously were?

• With this layout, what products am I most likely inclined to purchase?

POST-REMODEL New Cashwrap 5 Tobacco fixtures Queuing outlets on cash wrap

tobacco& lotto

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

DESIGN QUESTIONS • What is different about the station as compared to the 6k?

• Why does the station differ from the 6k?

• How does the design solve the differences between Legacy & 6k?

YOUR QUESTIONS

page 10

guest

PERSPECTIVE the roller grill guest

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roller grill

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DESIGN CONSIDERATIONS ROLLER GRILL GUEST

THE METRICS

TOP 3 SUB-CATEGORIES with Roller Grill: 1. NON-CARBONATED SINGLE SERVE  2. COLD DISPENSED  3. CARBONATED SINGLE SERVE 

• Easy access and direct visibility from the front door • Increased roller grill offer • Prep space directly behind the roller grills, also showcasing sandwich cooler offers • From the roller grills, guest has direct access to coffee, chips, or bottled TOP 5 SKUS with Roller Grill: beverage 1. 32 OZ FOUNTAIN DRINK  • New fresh toppings bar for guests to add to their hot dogs or other roller 2. SMALL COFFEE  grill products 3. MEDIUM COFFEE  • The offer, millwork, branding, marketing, and aesthetics are consistent 4. LARGE COFFEE  with the RT6K roller grill experience 5. MONSTER ENERGY DRINK 

page 11

THE EQUIPMENT

PRE-REMODEL 3 Roller Grills Hot Case Old Octagon Sandwich cooler N/A Roller Grill prep bar

KEY QUESTIONS TO CONSIDER

GUEST QUESTIONS • When I enter the store, are the hot dogs & taquitos visible?

• Once I have my hot dog, can I see the prep area & toppings bar?

• What beverages and sides are in my direct line of sight?

POST-REMODEL 4 Roller Grills New Royston Floor Hot Case New bullet Sandwich Cooler New Rectangular Fresh Toppings bar New Roller Grill prep bar (relocated to end of sandwich cooler)

roller grill

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

DESIGN QUESTIONS • What is different about the station as compared to the 6k?

• Why does the station differ from the 6k?

• How does the design solve the differences between Legacy & 6k?

YOUR QUESTIONS

page 12

associate

PERSPECTIVE the associate

DESIGN CONSIDERATIONS

KEY QUESTIONS TO CONSIDER

• Will my guests understand how the lines queue?

• Upgraded cash wrap and anti-fatigue mats behind counters • Do I have enough visibility for me to see the cash wrap & front doors in case I need support?

• Streamlined back of house instead of divided rooms • New modular space on the back right of building for addi- • Am I able to conduct “figure 8s” without losing sight of the cash wrap and front doors? tional storage • Does the streamlined BOH support by storage and organization needs?

• Enhanced restrooms for associate’s ease of maintenance • How will the additional storage space on the back right of the building enand guest comfort hance the BOH compared to before?

• Are the prep islands in locations that I can easily maintain and keep restocked?

ASSOCIATE

DESIGN QUESTIONS • What are the primary differences for the store?

• Why is the store different?

• How does the design solve the differences between Legacy & 6k?

page 13

PRE-REMODEL Restrooms N/A Divided BOH areas Limited Storage

YOUR QUESTIONS

POST-REMODEL Upgraded & expanded Men’s & Women’s Restrooms New Oven & Hood Streamlined BOH Additional storage room

store team

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

page 14

appendix

APPENDIX market basket data & plans

MARKET BASKET DATA BAKERY

BEER

TOP 3 Sub-categories

TOP 5 SKUs

TOP 3 Sub-categories

TOP 5 SKUs

TOP 3 Sub-categories

1. Small Coffee

1. Brewed

1. Lotto

1. Marlboro

1. 32 OZ Fountain Drink

1. Coffee

2. Medium Coffee

2. Non-Carbonated Single Serve

2. Nathan’s Beef Hot Dog

2. Lottery

2. Nathan’s Beef Hot Dog 2. Energy

3. Bag of Ice

3. Lotto

3. Small Coffee

3. 32 OZ Fountain Drink 3. Carbonated Single Serve

4. Marlboro Gold Bx King

5. Lotto

5. Newport Mthl Bx King

5. Nathan’s Beef Hot Dog COFFEE

3. Fountain

4. Large Coffee

4. Large Coffee

FRESH FOOD

FOUNTAIN DRINKS

TOP 5 SKUs

TOP 3 Sub-categories

TOP 5 SKUs

TOP 3 Sub-categories

TOP 5 SKUs

1. Single Donut

1. Non-Carbonated Single Serve

1. Nathan’s Beef Hot Dog

1. Non-Carbonated Single Serve

1. Nathan’s Beef Hot Dog 1. Coffee

2. Nathan’s Beef Hot Dog

2. Hot Food

2. 32 OZ Fountain Drink

2. Hot Food

3. Lotto

3. Chips

3. Small Coffee

3. Chips

4. Medium Coffee

4. 32 OZ Fountain Drink

TOP 3 Sub-categories

2. Lotto

2. Energy

3. Single Donut

3. Fountain

4. 16 OZ Frozen Drink 5. 32 OZ Frozen Drink

5. Pierre New Ham, Egg & Cheese Croissant

5. Tortilla Chips Clamshell

HOT FOOD TOP 5 SKUs TOP 3 Sub-categories 1. 32 OZ Fountain 1. Non-Carbonated Drink Single Serve 2. Small Coffee 2. Cold

NON-ALCOHOLIC TOP 5 SKUs TOP 3 Sub-categories 1. Nathan’s Beef Hot 1. Hot Dogs/Links Dog 2. Small Coffee 2. Frito Lay $1.49 (XXVL) 3. 32 OZ Fountain Drink 3. Coffee

YOGURT TOP 5 SKUs TOP 3 Sub-categories 1. 32 OZ Fountain 1. Non-Carbonated Drink Single Serve 2. Nathan’s Beef Hot 2. Cold Dog 3. 16 OZ Frozen Drink 3. Hot Food

4. Large Coffee

4. Single Donut

4. Lotto

5. Monster Energy Drink

5. Bag of Ice

3. Medium Coffee

page 15

CIGARETTES

TOP 5 SKUs

3. Carbonated Single Serve

5. 32 OZ Frozen Drink

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

appendix

PRE-LEGACY MOCK UP FLOOR PLAN

462 HUDSON OAKS

POST-LEGACY MOCK UP FLOOR PLAN

page 16

appendix

APPENDIX margin comparison & notes

page 17

MARGIN COMPARISON | STORE TYPE Category

Legacy

Store Types 5K

Alcoholic Beverages Margin Cigarettes Margin

$1,213 $2,084

$1,255 $2,132

$1,039 $1,653

($216) ($479)

Ͳ17.2% Ͳ22.5%

Bakery Margin Hot Food Margin Fresh Food Margin Speedy Avocado Margin Total Food Margin

$378 $673 $213 $0 $1,264

$410 $804 $269 $0 $1,483

$356 $1,201 $296 $0 $1,852

($54) $397 $27 $0 $369

Ͳ13.2% 49.4% 9.9% Ͳ 24.9%

Brewed Beverage Margin Cold Beverage Margin Frozen Beverage Margin Total Dispensed Margin

$735 $500 $201 $1,435

$820 $675 $324 $1,818

$981 $640 $397 $2,017

$161 ($35) $73 $199

19.6% Ͳ5.1% 22.5% 11.0%

Yogurt Margin

$0

$1,071

$1,534

$464

43.3%

Ice Cream Margin Candy & Snack Margin NonͲAlcoholic Beverages Margin Other Margin Other Tobacco Margin Refrigerated Grocery Margin General Merchandise Margin Services Margin

$54 $1,768 $3,062 ($29) $967 $1 $1,084 $494

$105 $2,051 $3,467 ($29) $1,034 $21 $1,198 $533

$88 $2,017 $3,166 ($34) $851 ($0) $1,085 $497

($17) ($34) ($301) ($6) ($183) ($21) ($114) ($37)

Ͳ16.1% Ͳ1.6% Ͳ8.7% 19.5% Ͳ17.7% Ͳ100.4% Ͳ9.5% Ͳ6.8%

TOTAL IGM

$13,396

$16,141

$15,766

($375)

Ͳ2.3%

6K

5k / 6k Comparison IGM Variance % Difference

HIGHLIGHTS • LEGACY STORES This group omits any 80 or 100 store types. There is a total of 87 stores in this group.

• 5K STORES This group includes all 5k stores with the exception of RT 140 (Oakdale) & RT 234 (Loganville).

Note: Yogur t IGM is included in this comparison although it is only offered at RT 78 (Macland).

• 6K STORES This group includes all 6k stores regardless of how long they have been open.

YOUR QUESTIONS

appendix

THE STORE PROTOTYPE MOCK-UP WALK guest experience work book

YOUR THOUGHTS

page 18

MAKING PEOPLE’S LIVES SIMPLER & MORE ENJOYABLE Your Experience Work Book

END

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