Sara Lee Makes C-Stores a Meal Destination

Downers Grove, IL -- The c-store isn't just for coffee anymore. As more consumers look to buy full meals at convenience stores, Sara Lee Foodservice has rolled out a variety of new food and beverage items -- along with their own merchandisers -- to help satisfy this growing need."C-stores have increasingly become more important as a meal destination for on-the-go consumers," says Dawn Molski, senior customer marketing manager, convenience stores. "For over a decade, consumers have been coming there to buy their customized coffees, and now they're actually coming there to eliminate a stop and pick up their breakfast at the same time."Sara Lee Foodservice designed all of the new products -- including Stuffins, The Big Jimmy and Superior hot breakfast smoothies -- to be merchandised in branded warmers, racks and dispensers. Although c-stores could use existing units for many of the items, Molski says the company "encourages them to use our family of merchandisers, which provides an upscale look and truly supports the strength of our brand." Last June, the company unveiled the Fire Up the Grill countertop roller grill, which touts the well-known Ball Park, Hillshire Farm and Jimmy Dean brands. An online consumer study showed a 78% higher purchase intent when using this grill vs. a regular, non-branded piece. Molski says the branded units "create a destination" for consumers, and matching window clings, posters and pump toppers aim to lure consumers inside. New products to be used with the grill are set to launch "very soon." As for breakfast, the two new handheld products were also made with convenience in mind. The newest item, The Big Jimmy breakfast sandwich, hit stores in December and stays warm for up to four hours after being heated by the operator. The same is true for Stuffins, a sweet- or savory-filled pancake that features "peel 'n eat" packaging for easy consumption in the car.With a solid understanding of c-stores, Sara Lee Foodservice developed the racks and warmers for these products in a variety of sizes to meet its retailers' distinct needs. "Even within one customer you have a variety of different sizes of stores and their needs could vary, so we need to be able to approach that in a way that's useful for the operator," Molski says. All racks feature curved, maple wood-grain side panels and header graphics that can be updated as needed. Some large accounts co-brand the units with their own logos. Food Concepts Inc., Middleton, WI, produced the side panels for all of the food merchandisers. Sara Lee Foodservice could not say how many were produced or where they are located.The company is also launching new hot and cold beverages in their own branded dispensers. Superior hot breakfast smoothies and coffee beverages hit c-stores in November, and the iced Caffiato, made with Douwe Egberts coffee and real dairy, launched last spring. Unlike the roller grill and food warmers, which are generally just plugged in by the operator, Sara Lee Foodservice's coffee team installs the more complex beverage machines.

Sara Lee Makes C-Stores a Meal Destination

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