Home' Convenience and Impulse Retailing : August 2010 Contents August 2010 | C&I | www.c -store.com.au
AT A GLANCE
• C&I outlet sales are driven by
situational convenience so the
right hot food products must
always available in store.
• Eye-catching presentation and
positional prominence are keys to
promoting higher impulse sales.
• An increasing number of outlets
have turned to the sale of branded
products cooked in-store to help
them maximise the potential for
come in three or four levels are the most
suitable for C&I outlets. While they can
be bought as ‘serve over’ or ‘self serve’,
Avem’s Business Development Manager,
Arno Rieuwers says the self-serve option
increases sales by 20% by eliminating a
Avem says the FriJado range of Hot Deli
merchandisers are also highly suitable
to the convenience environment.
The company offers outlets taking its
merchandisers full training, as well as
ongoing maintenance support.
“ Hot units must be cleaned daily, which
is about a 15-minute exercise,” said Mr
Rieuwers. “You just have to look at the
sale of hot pastries, pies and the like to
know that custom ers now expect hot food
to be available in convenience stores. ”
He says a modern hot food
merchandiser help to increase impulse
sales and these are often a better option
than attempting to prepare hot food for
“Customers in convenience stores do
not like to wait,” he said. “And cooking
to order is not always simple because of
What C&I customers want ...
Australian Convenience Foods (ACF)
is another company which understand
the importance of giving C&I customers
what they want and when they want it
and that’s normally very quickly. It
offers a range of bread-based microwave
products including burgers, rolls and hot
dogs. It also supplies fresh sandwiches,
filled Turkish, croissants, fresh salads,
desserts and cold bakery items – all
under the ready go eat banner brand.
“Our most popular hot products are
microwave burgers, sub rolls, ready go
eat Banger Kransky Sausage and Deli
Dog hot dogs as they meet the need for
single-handed, portable consumption,”
said an ACF spokesperson.
also available any time night or day,
provide high levels of satiety and are a
great product to bundle with a drink or
Avem‘s Modular Counter merchandisers which come in three or four levels are the most
suitable for C&I outlets, according to Business Development Manager, Arno Rieuwers.
Although they can be bought as ‘serve over’ or ‘self serve’ , he says the self-serve option
increases sales by 20% by eliminating a customer barrier.
Hot Food Offer (C&I)
• The hot food shopper spends
5% more than the average
• The hot food shopper is 3
times more likely than the
average shopper to fail to
buy the product due to out of
• Over 50% of hot food
shoppers purchase a
beverage with there food
products are always available in store.
Furthermore, eye-catching presentation
and positional prominence are keys
to promoting higher impulse sales. It
means operators will need to stock
and merchandise hot food products
in locations that are, for example,
visible from pay point in order to tempt
consumers to purchase.
However, many operators also need to
be more disciplined in ensuring adequate
stock is on show around the clock.
With hot food, potential consumers
are pretty much anyone that comes into
the store, whether they are doing so to
buy fuel, or are local tradesmen or office
workers on a break.
Traditionally hot snack purchasers in
convenience could be said to be impulse-
driven males who want situational
convenience, that is the product must
be in the store when the consumer wants
to purchase. The product will then be
eaten in the moment or in the car. This
consumer also looks for value for money
and satiety in a tasty hot offering.
While the purchase occasion can vary
greatly depending on the time of the
day, there are a number of important
purchase occasions that all C&I outlet
operators should be aware of.
A hot offering in the morning may give
a tradesman or a local worker the filling
snack or breakfast option he or she
seeks. Of course, lunch time is a critical
time for the likes of sandwiches and
pies, and the ‘late night filler’ is critical
for the protein torpedoes, those males
wanting a hot snack between 10pm-3am.
Well stocked & well presented
While the need to keep the hot food
merchandiser well stocked and well
presented can hardly be overstated,
perhaps of even more critical importance
is employing the right merchandisers in
the first pace. The impact on sales can
Avem, which is a full service company
that supplies a broad range of food
equipment solutions, says its Modular
Counter series of merchandisers which
ACF’s most popular hot products are microwave
burgers, sub rolls, ready-go-eat Banger Kransky
Sausage and the Deli Dog as they meet the need for
single-handed, portable consumption.
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