For $5.99 a month, customers can get one drink a day. The result: Purple Thunder and a 360-degree promotion campaign for in-store and social media, said David Hall, vice president of global foodservice for Circle K.Īdditionally, Circle K launched a new sip-and-save program to create value and loyalty. “You can create that same soda shop drink here and save yourself some money,” Ratcliffe said.įor Circle K, boosting dispensed beverages involved working with Pepsi to create a drink exclusive to Circle K. In response, Maverik has developed its own style of mixology and taken it to social media to create a beverage buzz-and it’s working. “So, my goal this past year was to find a way to compete with that.” “People are paying a premium for this and will line up around the block to get it. When soda shops began to pop up around him in Utah, he took notice. Ryan Ratcliffe, dispensed beverage category manager for Maverik, said consumers seem to be looking for something a little bit different in the beverage category and are willing to wait in long lines to get it. In an effort to boost beverage sales, c-stores are doing a number of inventive things to reinvigorate the market, including introducing mixology, creating loyalty sip and save programs, partnering with brands to create store-specific beverages and using social media to promote this category. Rapanick, who moderated Monday’s education session, “Gulp! Reinvigorating Dispensed Beverages,” said things in this market segment are in the beginning stages of recovery mainly because of increased prices (partly due to inflation) but still lag in unit sales. There were mandates that prevented running dispensed beverages. “I’m not going to say the C-O-V-I-D word … but obviously business fell off in 2020. “Things have happened that have made things a little bumpy,” said Chris Rapanick, NACS director of business development. LAS VEGAS-Historically, c-stores have excelled in the dispensed beverage category, so why are they struggling to recapture the market share they had in 2019?
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |