Sure, plenty of convenience stores offer a selection of hot meals and snacks. But can they become a go-to dining destination in the minds of consumers, rather than a place to grab a quick, afterthought meal during a fuel stop?
Burgers are a great menu addition for convenience store operators who want to take their foodservice offerings to a new level beyond “soda and chips.” However, differentiation can be a challenge, with competing chains often sourcing heat-and-serve products from the same vendors. While our client’s foodservice managers did a great job of putting together a menu of nine distinctively flavored burger selections using readily available outsourced ingredients, they knew they would need big branding ideas to fuel their ambitious launch goals.
Insight. With our team’s industry savvy accumulated through decades of experience in foodservice and consumer retail, we knew that making a newly launched line of burgers stand out as a viable alternative to national fast-food players would mean more than selling specific menu items: it would require a boldly branded burger experience.
Solution. Working closely with the client’s foodservice category management team, we developed a strong overarching brand for the entire burger lineup. By creating eye-catching displays, signage, and touchscreen graphics that amplified the chain’s existing brand equity and local color, we enhanced the in-store experience to make burgers a focal point. We also crafted messaging that leveraged customization options that allow customers to “build their own” burgers, with a variety of spicy and savory toppings available, as a powerful differentiator. And we launched the brand through a strategic marketing and public relations plan to drive regional awareness and bring burger-seeking customers through the doors.
So compelling was the unique flair of our approach to burger branding that the launch not only attracted hungry customers but also drew attention from regional print, online, and broadcast news outlets, as well as the national trade press in the fuel and convenience retail industry.
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