Applause User Meeting
January 19, 2010
John Williams
Product Specialist
Gilbarco Veeder-Root
Agenda
> Popular Upgrade Price Promotions Extended
> Update on Video Library
> Focus on Morning Timeslot
> Q&A
Offers extended on Audio/Video
Upgrade and Color Retrofit programs
>
For 5.7” Mono Dispenser users
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>
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Order an EPP retrofit for an Encore 500 or S series dispenser and add an audio/video capable color
screen retrofit for only $4,995 (list price.)
Standard list price = $6,870)  less than the cost for a factory-installed color upgrade!
For 10.4” Color Dispensers without Audio Video
>
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Dispensers manufactured before August 2009.
Upgrade package for current color dispensers: $399 limited time pricing per dispenser ($799 if
ordered after 12/1/09)
Includes:
> New accelerator card (one per dispenser)
> New software
Offers Extended
> Audio/video content libraries
until March 31, 2010
> Online training on audio/video functionality.
New on User Portal
Volume Control for your A/V Enabled Dispensers
> Available under the Support Tab on User Forum
Media File Specifications – Including A/V Files
> Available under the Resources Tab On User Forum
New Report from The Coca-Cola Leadership Conference
> Available under the CAMPAIGN PLANNING tab on User Forum
Current Video Library
Bakery Products
Beer Selection
Bic Lighter
Breakfast Burrito
Breakfast Sandwich
ButterFinger
Candy
Chicken Trio
Chips/Cookies/jerky
Coffee Beans Café
Coffee
Coke Fountain Drink
Coke "Open Happiness"
Coke Zero
Corn Dog
Dasani
Diet Coke
Dr. Pepper
Energy Drinks/Waters
Enviga Tea
Foambrite carwash/Ryko
Fountain Drinks
F'Real Milkshakes
FrozenDrinks
Fuze Tea
Gold Peak iced Tea
Healthy Snacks
No Audio
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With
Audio
With Text
Overlay
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No Audio
Hot Chocolate
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Hot Dogs
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Hot Dogs
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Icee Brand Drink
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Kit Kat with Coffee
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Klondike Bar
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Lottery
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Lunch/Sandwich
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Milk
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Miller Lite
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Nachos
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Nerds
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Pancake Breakfast Sandwich x
Big Subs
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Breakfast Burrito
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Chicken Trio
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Pizza
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Planters Peanuts
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Popcorn
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Pretzels
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Skittles/Starburst
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Pretzel Pieces
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Sprite
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Sweetarts
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Vitamin Water
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Wonka Gummies
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With
Audio
With
Text
Overlay
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Focus on the Morning Day Part
Morning Day-part Facts
> About 28% of all gas transactions happen between 5 and 11AM
> Morning business commuters are key demo
> Over 87% of morning commuters drive alone
> School bound commuters are second target
> Parent with one or more child in car
> Major reported traffic drivers at the convenience store are tobacco,
coffee, water and other packaged beverages and breakfast foods.
Focus on Morning Food Services
> Other than late night, breakfast is
the only time when c-stores hold
comparable share to QSR and
restaurants in food service.
> Core C-Store Breakfast eater
> Male, by more than a 2 to 1 margin
> Between 35 and 44 years old
> Place a high premium on
convenience
The Breakfast Trifecta
> THE AM PITSTOP Customer
> The drive-by experience
> Fill-up and make tracks
> “Getaway Break” Customer
> a brief but necessary pause in the routine
> Opportunity to relax, and gear up for the day
> “Personal Oasis”
> Looks for the full-service, fully enjoyable
experience
Source: ConAgra study of 3000 breakfast consumers
Emerging Competition
> QSRs getting aggressive with Pit Stop Customers
> Quiznos and other sandwich franchises introducing breakfast menus
> Jack in The Box, Burger King aggressively marketing “grab-n-go”
> McDonalds offers premium coffee/expresso services
> Coffee and Juice companies go for the getaway break crowd
> Oatmeal and Sandwiches at Jamba Juice,
Caribou. Even tests at Baskin Robbins
> Groceries marketing enhanced bakeries
> Seating and free coffee refills
> Quantity packs aimed towards offices
Starbucks and
Other Factors
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With drop in tobacco related business, stores need to build their
focus elsewhere – particularly in the AM.
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Quality coffee isn’t what it used to be
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Breakfast menus are expanding
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Only 52% of adults drink coffee.
Near glut of coffee bars and alternatives in most urban markets
More breakfast choices with focus on convenience
More focus on fresher and healthier offerings
How to Defend and Grow Share
> More focus on the 48% of customers that don’t drink coffee
> Promote waters, fruit drinks, and other healthier beverages
> Energy drinks and energy “shots” are growing caffeine delivery substitutes
> Keep cost low and value high
> Target food service item below $2.50 with focus on high value per
> bfast sandwiches for burritos for “2 for $2.49” is winner
> Remember that 87% of commuters drive alone
> Special deal on 16 coffees “when you buy 2” not likely a winner
Defend and Grow Share
> Make an effort to target women
> Offer healthier fare such as yogurt, breakfast bars
> Photos of females in ads. Make them feel welcome
> Re-enforce need for breakfast in promotion copy
> People who eat breakfast have easier time losing weight
> Focus on variety and convenience
> Mix in ads for other convenience items such as aspirin, chapstick, etc.
Products targeting new customers
Female Friendly Water Brands
Fresh, healthy dairy
Healthy Grab-N-Go Snacks
Fresh, baked bread
Morning Beverage Alternatives
Meal Replacements
Core Prepared Breakfast Products
>
77% of Americans have consumed a prepared
breakfast sandwich in last 12 months up from 73% in
2008. (Source:NACS)
Search: Breakfast Sandwich
Search: Breakfast Burritos
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Ethnic food variations catching on. (Burritos, tacos)
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Current library has over 18 different breakfast
sandwich images.
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Landshire and Lettieres recently added to library
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Have tried repeatedly to get Deli Express without luck.
(Call them direct.)
Quick Update on Coffee Products
> Many branded coffee products out there. Most regional.
> Encourage your vendor to provide us with color images
> Ronnoco, Van Houte, Community and others in system.
Animation available
on user portal
> If you have custom branded program or serving cups, you will
need to provide photos/images.
> Market swinging away from elaborate offerings in many markets
> Hot Chocolate and “drip coffee” will bring in more customers
than “latte, mocha, or cappucino.”
1 hot chocolate and
2 coffee videos available
Summary
> Morning traffic is more than ¼ of daily traffic, and the products in demand are
often different than at other times of day. It’s worth spending time to build a
unique schedule to target customers.
> Think past coffee and donuts – especially in beverages. 48% of adults don’t
drink coffee. What do you have for them?
> Value and variety are key, and cost is a factor.
> Women skip breakfast more than any other demographic, and are also most
aware of the value of a good breakfast. It’s a key audience that probably isn’t
coming into your store already.