instore - February 2018 - 19
feature
The process resulted in an entirely new concept for the company. President
and CEO Kyle Krause, at the time, called it the "evolution of our brand
promise and business approach," saying the new footprint represented
everything the company strives to be for its associates and customers.
"We're also seeing our stores used as
a cafe of sorts - regular coffee groups
meeting up to share a cup of coffee
and conversation."
The fresh new options are paying off and the company is already
adjusting the Go Fresh concept to capitalize.
"Customers are definitely responding to our fresh food offering," Bell
says. "In 2017 we saw record sales in food, due in part to our offerings
at Marketplace stores."
The key, she says, is finding the right balance of quality food that can
be prepared, purchased and consumed quickly and conveniently.
"Customers want something that's quick, economical, but also tastes
really good," Bell says. "They also like to try new things, so we have
begun to do more limited time offer items."
LTO offerings have included a Fall Harvest Salad late last year, or the
Chicken and Waffles sandwich. Last fall the company rolled out a new
Grande Breakfast Burrito and, for later dayparts, a Barbacoa Burrito.
Bell says both are still seeing strong sales.
Kristie Bell, Kum & Go
Two years later, Kum & Go has built nearly 40 Marketplace stores
throughout its 11-state footprint - stretching from Minnesota to
Wyoming to Arkansas - and more are seemingly on the horizon.
"We hear very positive feedback from customers on the design with the
open kitchen concept and luxe materials, as well as the extra amenities
offered, like indoor seating and free WiFi," Bell says. "Fresh food is the
focus at these stores and it shows."
Consumers can order from an open kitchen, where associates prepare
fresh sandwiches (Philly Cheesesteak, Brisket and Cheddar, Grilled
Italian Chicken Panini), salads "with flare" (Southwestern Salad,
Chicken Caesar), burritos, pizza, chicken and waffles, and more.
The company rolled out a new pizza recipe recently and has started
to focus on its pizza program more than ever before, Bell says.
Promotions like "Free Pizza Fridays," a buy-one-get-one deal, and $1
slices and $8 whole pizzas on Wednesdays has helped increase traffic
and sales.
Blurring the lines
Bell says the company is looking to blur the line between grocery
stores, quick-service restaurants and gas stations, emphasizing
convenience while also offering a full menu and plenty of space for
consumers to sit and unwind for 15 or 20 minutes.
A.M. SUCCESS
While supermarkets have long toiled to figure out
how to sell more fresh prepared breakfast foods,
c-stores have enjoyed their inherent advantage
when it comes to the morning daypart.
mornings on their way to work or school," Kum &
Go's Kristie Bell says. "Convenience is definitely
a factor, but the food has to taste good, too.
Luckily we have great breakfast offerings."
Consumers don't normally have time to venture
into a supermarket for a quick, hot morning meal,
but a c-store is perfect.
Kum & Go offers the typical egg
sandwiches, croissants, breakfast pizzas
and more, as well as top sellers like
the Grande Breakfast Burrito, which
Bell says rivals that of any Mexican
quick-serve restaurant.
"Breakfast is a strong daypart for us because
it is a regular stop for many customers most
"And we see consistently good sales with our
regular breakfast sandwiches, donuts and other
bakery items," Bell says.
instore * FEBRUARY 2018 * 19
Table of Contents for the Digital Edition of instore - February 2018
instore - February 2018
Editor's Note - Online on topic
CONTENTS
News - NEED TO KNOW
Spotlight: BY THE NUMBERS Donuts
Product Knowledge: CATEGORY UPDATE Deli sides
Specialty Insights - CONSIDER Ancient grains
Feature - Kum & Go's new direction
Feature - Specialty spotlight
Cover story - Delivery decisions
Commissary Insider
Insight Insider: Core-Mark bets big on fresh, foodservice
Food Safety: Pathogen protection with a clean label
Technology: Simplifying inventory management
Merchandising - ON DISPLAY destination centers
Product Trends
Product Showcase
AD INDEX
instore - February 2018 - instore - February 2018
instore - February 2018 - instore - February 2018
instore - February 2018 - 2
instore - February 2018 - Editor's Note - Online on topic
instore - February 2018 - 4
instore - February 2018 - 5
instore - February 2018 - CONTENTS
instore - February 2018 - 7
instore - February 2018 - News - NEED TO KNOW
instore - February 2018 - 9
instore - February 2018 - Spotlight: BY THE NUMBERS Donuts
instore - February 2018 - 11
instore - February 2018 - Product Knowledge: CATEGORY UPDATE Deli sides
instore - February 2018 - 13
instore - February 2018 - Specialty Insights - CONSIDER Ancient grains
instore - February 2018 - 15
instore - February 2018 - 16
instore - February 2018 - 17
instore - February 2018 - Feature - Kum & Go's new direction
instore - February 2018 - 19
instore - February 2018 - 20
instore - February 2018 - 21
instore - February 2018 - Feature - Specialty spotlight
instore - February 2018 - 23
instore - February 2018 - 24
instore - February 2018 - 25
instore - February 2018 - 26
instore - February 2018 - Cover story - Delivery decisions
instore - February 2018 - 28
instore - February 2018 - 29
instore - February 2018 - 30
instore - February 2018 - 31
instore - February 2018 - 32
instore - February 2018 - Insight Insider: Core-Mark bets big on fresh, foodservice
instore - February 2018 - 34
instore - February 2018 - 35
instore - February 2018 - 36
instore - February 2018 - 37
instore - February 2018 - 38
instore - February 2018 - 39
instore - February 2018 - Food Safety: Pathogen protection with a clean label
instore - February 2018 - 41
instore - February 2018 - 42
instore - February 2018 - 43
instore - February 2018 - Technology: Simplifying inventory management
instore - February 2018 - 45
instore - February 2018 - Merchandising - ON DISPLAY destination centers
instore - February 2018 - 47
instore - February 2018 - Product Trends
instore - February 2018 - Product Showcase
instore - February 2018 - AD INDEX
instore - February 2018 - 51
instore - February 2018 - 52
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