The convenience of having food delivered has always been a productive selling point for restaurants that were able to offer it. Being able to stay at home and still have your favorite pizza delivered without the hassle of going out, has appealed to consumers across the globe for years. It used to be that only a few cuisines and establishments offered this creature comfort, but since the start of the COVID-19 pandemic, online apps and ordering platforms have made this not just a convenience, but a staple in our homes. What started as a way to eat with contactless delivery, has swiftly evolved into a habit and necessity in the typical American home. According to Paytronix, 60% of US consumers order takeout at least once per week. With food ordering apps like DoorDash, GrubHub, Uber Eats, Postmates, and Instacart, consumers have the ability to satisfy their craving at any time and from any place. Jumping on the food delivery bandwagon, many C-Stores are now offering delivery options using these online platforms as well as online ordering services. Focusing on what customers can only get in your C-Store and making it easy for them to order it, is an innovative way of keeping up with the current C-Store foodservice trends.
The Future of C-Stores Delivery Options
Now that C-Stores are upping their foodservice components within their stores- offering fresh, customized, healthy, and indulgent meals, the opportunity to capitalize on their foodservice is now. Paytronix states that by 2023, the online ordering projected sales is $28 billion, and this year alone, 40% of online consumer spending is to be attributed to Gen Z customers. This creates a critical focus on foodservice in the C-Store industry.
Partnering with third-party delivery services was the first noticeable change in C-Store delivery options. For example, DoorDash delivers from over 1,800 convenience stores nationwide, providing customers with cold and hot foods, snacks, drinks, and household essentials as well. One of the best reasons to partner with these apps, is that the user base has already been established. Consumers have the apps downloaded on their personal device and use them regularly, so no roll-out or change is required on the users end. The liability on drivers lies with the app, helping the C-Store to focus on the product and getting the order right the first time. Additionally, a loyal app user may be exposed to what a C-Store has to offer by simply using the app. Gaining new customers is another perk to working with third-party delivery options within your C-Store.
Offering Digital Online Ordering from your C-Store
With accelerated use of delivery apps, we are seeing a lot more retail spaces developing their own online ordering interfaces. Grocery stores, department stores, and drugstores are examples of this, offering customers the ability to order online and pick up in-store or with curbside delivery. By the year 2023, King-Casey predicts that more than half of C-Store brands will offer digital ordering and delivery options. C-Stores have thousands of SKUs to manage when setting up an online ordering platform, so choosing a system that is conducive to this is imperative to the end user. With so many products offered in the C-Store, having an organized hierarchical navigation makes the process smoother and easier for the consumer.
Making this process easy for the consumer is the end goal. Marketing convenience to those who need it most: For the mother with the baby in the car seat who does not want to have to take their child inside, online ordering and curbside OR pump side pick-up is a lifesaver. For the elderly person who is not as mobile, delivery to their home makes all the difference. Or, to the busy professional who just cannot seem to find time in their day to grab the things they need. 7now is an example of an online ordering and delivery platform that makes ordering and paying easy and quick for the customer and we are seeing increasingly more of this in our industry.
Things to consider when setting up your online ordering platform:
- Will your C-Store offer online ordering for prepared food, convenience items, or both?
- Will your C-Store offer delivery on these items?
- Will you offer curbside or pump side pick up? If so, create a designated space for these orders.
- Will you include alcohol or tobacco for online ordering and delivery? If so, you will need a fail-safe system to ensure appropriate age when ordering and require ID at pick up or delivery.
Loyalty Programs and Sales Tools
Many online platforms have integrated technology that entices the client to continue ordering from your C-Store repeatedly. By using a tool called Intelligent Cross-Selling, consumers who choose one item, can see suggested pairings to go with it. For example, a customer ordering a cold soda, may be asked if they would like a specific salty snack to go with it. This makes the customer aware of pairings and other items they can get from your store. This is a proven tool to increase sales when using the online ordering platform.
Loyalty Programs are a wonderful way to keep customers coming back to your pump or your store. With rewards for continued purchases, consumers will go out of their way to earn points/credits/coupons and therefore, keep coming back. Incorporating your loyalty program within your online ordering space is another important feature to be sure your platform offers. With loyalty programs, customers who visit 4 times are 90% more likely to return over the long term (Paytronix).
Once an online ordering solution is integrated within your C-Store, using an automated replenishment software, like retalon, can help you keep your store well-stocked for incoming orders. As you set up your online ordering and software options, Quantum Services can help you manage and maintain your inventory integrity as supply and demand changes with the new ordering system. We want to help you make your C-Store a smooth-running machine that offers its customers the absolute best service and every convenience at every turn.