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C-stores have been giving QSRs a run for their money on value for years, with bundles in meals, beverages and snacks being a primary driver of business.
At EG America, meal deals have become a way to drive traffic into its stores. But in order for those promotions to succeed, the chain has to make sure it’s on par with local competition.
“We benchmark against QSR and coffee shops and aim to position ourselves at a value to these offerings,” said Julie Ryan, vice president of food and dispensed beverage at EG America. Beyond price, the c-store operator offers guests increased convenience versus QSRs, “as they can grab their sandwich and make their coffee their way without waiting,” Ryan noted.
When designing a meal deal, EG America execs consider how to offer the maximum value for a specific price. And when they’re done right, the returns can be notable. For instance, EG’s $3 breakfast sandwich and coffee deal, which launched at the beginning of this year, drove “incredible traffic,” Ryan said. Other top-performing foodservice offers include its “2 for” deals like 2 roller grill items for $4.
Rutter’s has seen strong performance with bundles that make the guest’s decision "satisfying and straightforward,” said Philip Santini, senior director of food service and bar strategy for the Pennsylvania-based chain.
Combos include a burger, fries and a beverage, and a breakfast sandwich with hash browns and coffee — both available for $8 each since the start of this year.
“These bundles succeed because they deliver on three essentials: value, speed, and familiarity. Guests know exactly what they’re getting: quality food at a great price,” Santini said.
Rutter’s pricing typically meets or beats QSR value deals, Santini noted.
Beverage selections are also vitally important in meal bundles. A successful recent promotion...