A Fresh Perspective….

Jeff Rogut
October 2012

Just back from the AACS overseas study tour to London, Dublin and Paris, and also the NACS Show in Las Vegas and if there is one clear message for the Convenience Industry it is ……..‘Get Fresh’.

Fresh does not mean that a sandwich with a three to five day shelf life is still fresh; fresh means made, baked or delivered fresh today, for sale today.

You will see more at our ‘Convenience Leaders Summit’ coming up in November as well as hear from industry leaders on what this means, however there is no doubt that the successful convenience retailers are those that are a destination for their ranges of freshly baked or made food products for on the go customers and increasingly for those that wish to relax and eat in on their journey.

From excellent quality pastries, breads, salads, sandwiches, coffee and meals, convenience in many overseas countries competes with quick serve restaurants and rather than these places being seen as threats it is the increasingly good quality and value foods that are proving to offer the QSR’s a strong competitive threat.

There are certainly innovative promotional offers, new products and services showing growth, however fresh, quality foods are a focus to retaining and growing customers. The in store experience is also an important part of the offer with the aroma of coffee and bakery permeating many stores to further reinforce their food appeal. Fresh produce in conveniently sized packs is also an increasing feature in many stores.

Of course some offers are unique to certain locations by virtue of their position, but there are chains such as Applegreen and Topaz in Ireland and the UK that are able to extend their offer consistently across a number of locations – and meet customer expectations of what they uniquely stand for.

More to come, but the key message for convenience retailers and suppliers is that fresh IS the future. A challenge? Certainly, but also very rewarding for those businesses that do get it right.

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