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good marketing and prominent positioning
of the coffee concept, driving additional
sales in hot or cold food, confectionery,
newspapers or magazines."
Leon Beattie, Marketing Manager at
Espresso Essential, one of Australia's
leading suppliers of espresso machines
to C&I outlets, is equally convinced by the
case for coffee.
"Coffee has a very attractive nature ...
people either see it or smell it and feel
compelled to get their fix, and an in-store
coffee solution is for people on the go
who value convenience and that also love
quality," he said.
"Any time a coffee customer goes into
a C-Store they are opened to further sales
opportunities and this works both ways
... convenient shopping isn't dead,
and it simply needs to evolve with the
mature coffee drinker."
There are clear signs that convenience
outlets are indeed evolving and 7/11,
for example, is developing a new coffee
experience concept for its customers.
"Simply installing a coffee machine on
the bench with a sign saying 'hot coffee'
is lazy and unimaginative, and insulting
the consumer's intelligence," said Mr
Downing. "The convenience outlet must
now merge around the in-store café.
"In Europe you sometimes wonder if
you're in a convenience outlet or café as
they have managed to combine the café
experience with convenient shopping,
merged into one."
AT A GLANCE
• Coffees ever-growing popularity
combined with a culture that is
heavily reliant on the convenience
market for delivery makes it vital for
C&I outlets to be able to offer coffee
to their customers.
• Most coffee machines these days
are extremely easy to use and staff
are generally given full operational
and cleaning instructions by
• The in-store caf allows customers
to purchase caf- style coffee
conveniently and will attract
customers who might not generally
use convenience outlets.
• Any time a coffee customer goes
into a C-Store they are opened to
further sales opportunities and this
works both ways ... so you could
for example up-sell coffee to a
customer purchasing a morning
Coffee has a very attractive nature; people either
see it or smell it and feel compelled to get their
fix. Leon Beattie, Espresso Essential
... so you could for example up-sell coffee
to a customer purchasing a morning
In theory then, the in-store café concept
-- and the sale of coffee in particular --
should be a guaranteed winner for C&I
outlets, but are consumers responding as
Andrew Murray, the Managing Director
of Avem, has no doubts.
The coffee experience evolves
"The in-store café offer is of significant
importance to these outlets as it
provides a destination for shoppers that
enhances their purchasing mission,"
he said. "Whilst the consumer may not
stop at the outlet with the principal
intention of purchasing from the café, it
will influence their decision to use one
convenience outlet rather than another."
It's a point picked up on by Leo
Stanners, Marketing Manager at Global
Coffee Solutions (GCS).
"Obviously I'm a little bit biased
but I would definitely say that a coffee
offering in all convenience stores is
essential and expected these days," he
said. "I'll even go one step further and
say the consumers expect and demand
a fresh ground bean coffee and, if your
only offering is instant, I doubt you will
turn over a profit."
The issue of the quality of coffee
consumers now expect, and the price
they are prepared to pay for it, is an
interesting one. Certainly, the Australian
coffee lover's palate is becoming ever
more refined and a coffee is certainly no
longer just a coffee.
"Customers now want the ability to
purchase good quality coffee whenever
and wherever they shop, socialize or
work," said Franke's David Downing.
"Convenience outlets need to seize the
opportunity, adapt and promote their
own unique coffee blends and programs
So, what are the essential components of a
successful in-store café? The right location
is obviously critical. Operators must also
ask themselves: will the existing outlet be
competing with numerous cafés in the area?
Is it located close to tourist hot spots or major
highways? Is it close to railway stations, bus
stops or sporting venues?
The size of the outlet itself is also important,
as is its ability to stock a decent hot and cold
food range. To attract the right customers, the
outlet must also be inviting, clean and bright,
and have its café style coffee offering in a
Most coffee equipment and coffee bean
suppliers would also agree that easy to operate
coffee equipment for staff or self service is
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