Jettisoning the Kwik-E-Mart Image of C-Store Food

May 16 2012
NACSOnline

Convenience stores have improved their fresh food offerings, but still struggle with negative PR and consumer misperceptions.

LAVAL, Quebec – The Kwik-E-Mart of “The Simpsons” brought lots of laughs to viewers — and lots of headaches to real convenience stores, the Globe and Mail reports. While the fictional characters complained about the quality of food at the Kwik-E-Mart, many convenience stores have worked hard to improve their fresh food selections.

“There is still a perception that we’re up against,” said Laurie Smith, marketing and communications manager for 7-Eleven in Canada. “It’s a challenge.”

Convenience store have shifted their marketing to showcase their fresh food offerings. “People are in there anyway buying this or that. Now you have to convert them. It’s not about getting them in the store, it’s about convincing them that, ‘Hey, this may be my place for dinner,’” said Richard George, who chairs the Department of Food Marketing at Saint Joseph’s University.

7-Eleven displays its fresh cut fruit, sandwiches, sushi and veggie trays in refrigerated, open-air deli cases. “Fresh-food cues and visuals are really key to presenting that environment and awareness to our existing guests,” said Smith.

Jeff Lenard, NACS spokesman, agreed. “It’s not enough to put it there. You have to showcase it,” he said.

In-store sampling also captures consumer interest. 7-Eleven has regular samplings scheduled to get customers to taste their fresh foods.

Some convenience stores have found success with fresh food while others are still facing challenges. “There’s a perception that food quality is questionable at convenience stores in general,” said Martin Landry, an analyst with GMP Securities. “What convenience stores have to do is create a habit with their consumers.”

Most retailers realize it will take some time to overcome years of negative publicity regarding convenience store food. “It’ll be a 10-year overnight success,” said Lenard. “It’ll take some time.”