10 Ways to Increase Food & Beverage Sales

ADD GRAB-AND-GO ITEMS ATTHE DIESEL COUNTER

Drivers are becoming more pressed for time, and many may never leave the fuel counter. Offering grab-and-go items, such as chicken or pizza, could give drivers convenient options while also increasing the location’s sales.

MOVE SALES TO THE PARKING LOT

Build a coffee and pastry cart that you roll out during the morning diesel rush allowing drivers to get coffee and pastries while they fuel, or build or lease out a coffee kiosk on your lot for over-the-road drivers who have parked at the location but don’t plan to go inside.

DIVERSIFY YOUR OFFERINGS:

Focus on multiple food service programs, such as robust hot and cold grab-and-go programs combined with a quick-service and fast-casual restaurant as well as a full-service offering.

PROVIDE HEALTHIER OPTIONS

Sales of healthy snacks are on the rise. Operators have reported success with hard-boiled eggs, cheese plates and fresh fruits.

EMPHASIZE VALUE

The economy is improving, but the quest for value continues. Offer specials, bundle products and provide low prices on certain items to spur sales.

OFFER CUSTOMIZATION FOR BEVERAGES

Today more than ever customers are looking to create exactly what they want and customization is king. Offering condiments, such as syrups and other flavorings, can bring in customers and encourage word-of-mouth advertising.

CAPITALIZE ON CRAFT BEERS

Consider adding a beer cave or growlers—large, re-sealable, reusable beer bottles that hold around a half gallon to gallon of beer.

MOVE CONDIMENTS AWAY FROM THE OFFERINGS

Freeing up space around food offerings can attract customers, and moving condiments away from the main service counter can encourage customers to free up space once they’ve gotten their food.

ENTICE SHOPPERS INSIDE

The right messaging at the pump can help draw fuel customers inside. Priority placement for signs can include the tops of pumps, outdoor windows and door clings and pole signs.

GO MOBILE

Develop a local delivery program for your food-service programs, such as catering and home delivery, or find out how to get your menus listed with food delivery programs, such as DoorDash or GrubHub.

Darren Schulte's photo

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators. Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: Love's Travel Stops and Country Stores, HESS Corporation, Petro Stopping Centers, and TSC Global/Barjan LLC.More
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Stop Watch Magazine

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