With so many cultural concerns colliding – the price of gas, cost of healthcare, the national waistline and dangers of cigarettes – the big c-store chains are trying to shed their “smokes and Cokes” image.
In fact, some are even searching for a new industry name. “We call our store a ‘neighborhood concierge,’” Jake Sharp, cofounder of a new drive-thru concept called the Cube (Norman, Okla.), told The Oklahoman this summer. The Cube’s customers will be able to order sandwiches, wraps and fresh-cut fruit from their smartphones, and have those items waiting for pick-up.
QuikTrip Corp. (Tulsa, Okla.), with almost 700 locations in 11 Midwestern and Southern states, is rolling out a new concept called QT Kitchen, selling fresh sandwiches, salads, wraps and specialty coffees.
Last fall, 7-Eleven Inc. (Dallas) opened a sleek new concept in New York’s Financial District, with fresh, made-to-order sandwiches instead of Slurpees.
The objective is clearly to attract busy moms and health-conscious working millennials. But what about “Bubba,” the industry term for the core 18-to-34-year-old blue collar regular?
“That’s the biggest challenge,” says Kraig Kessel, cofounder of the San Francisco-based retail design consultancy Kraido, “attracting new customers without losing the core market.” Or, as Kessel advises clients, “Keep to the core but appeal to more.”
Today’s competition is coming from other sectors, like the best of the quick serve chains and Walgreens (Deerfield, Ill.), which is filling some of its urban flagship locations with coffee bars, fresh salads, sandwiches and even sushi.
C-stores offer made-to-order meals, have moved cigarettes behind the counter and deep-sixed the big Marlboro sign over the cashwrap. In their place: flavored e-cigarettes.
But where will “Bubba” go for his roller dog and beer, cigarettes and Snickers bar?
“We’re finding that as long as Bubba can get his Copenhagen chaw and his lottery ticket, Bubba is still going to come in,” Kessel says. “He doesn’t care if there’s a fresh salad next to the roller dog. He’ll search out the roller dog.”