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is using signage, a QR code and video at the fuel pumps to demonstrate to customers that it’s easy to place an order for pickup or delivery.

“This is an added level of convenience that we think will help us stand out from the competition and make our customers even more satisfied,” noted Sam Metzler, a senior vice president with Quality Oil Co., the parent company of Quality Mart convenience stores, in a statement.

Delivery Entices Customers

EG America, the Blackburn, U.K.-based parent company of numerous U.S. convenience store chains, including Cumberland Farms, Certified Oil, Fastrac, Kwik Shop, Loaf N’ Jug, Minit Mart, Quik Stop, Sprint, Turkey Hill and Tom Thumb, partners with DoorDash for delivery of a wide variety of foodservice items. Customers can order anything from sandwiches to snacks and pizza to coffee through DoorDash’s app and website.

Ninety percent of Cumberland Farms’ 58 locations in New England, New York and Florida work

FAST FACTS:

• The option for customization can convince consumers to use online ordering at c-stores.

• Delivery services allow convenience stores to adjust to the buying habits of guests.

• Successful subscription programs can encourage daily store visits.

with DoorDash to offer delivery, said Stephen Skidds, Cumberland Farms’ director of food service. The company plans to add the delivery option “accordingly” as it opens new stores and as DoorDash expands its store coverage.

Cumberland Farms launched the pilot program with DoorDash in the fall of 2021. The service was rolled out chainwide in the summer of 2022.

“It has helped produce incremental sales in food and beverage and has created convenience for our guests to be able to place their order from home and have it delivered,” Skidds remarked.

The delivery service, he said, was introduced to allow Cumberland Farms to “adjust to the buying habits of guests since the pandemic and give our guests more convenient options to purchase.” Offering the service has had “very little operational impact” on the stores, he pointed out.

To inform customers about the delivery option and encourage trial, Cumberland Farms uses in-app promotions, in-store signage and other digital channels.

Another convenience option some chains are introducing is a subscription program. Circle K, for instance, offers a Sip and Save subscription which entitles enrolled customers to one drink every day for 30 days for $9.99 (less than 35 cents per day).

The program includes any size hot and iced coffee, cappuccinos, Polar Pop, hot and iced tea and aguas frescas. Refills up to 64 ounces are also included. Customers can enroll online or in the store. CSD