BONUS CONTENT: Foodservice Branding Tips for Single-Store Owners

NATIONAL REPORT — Developing and positioning a foodservice brand in the marketplace can be a tricky and pricey proposition for the single-store operator.

Here are a few tips on how to manage costs while maximizing your foodservice operation’s exposure and profitability, according to members of the Convenience Store News for the Single Store Owner How To Crew, a panel of leading foodservice experts.

Foodservice 101: Call to Action

• Walk before you run. If you are just starting out, developing your own proprietary brand may be too time consuming or costly.
• Take advantage of the brand equity and recognition that national brands provide.
• Look for packaging that showcases a product to the best advantage.

Foodservice 201: Call to Action

• At this stage, you should have a well-defined foodservice position and identity. Now is the time to start thinking about developing your own proprietary brand. 
• If you can meet product order minimums, work with your private-label suppliers for effective packaging options.
• As an alternative, see if suppliers will provide you with generic packaging to which that you can affix your own proprietary labels.

Foodservice 301: Call to Action

• If you haven’t done so already, this is the point where you should be thinking about developing and promoting your own foodservice brand (including packaging).
• It is of the utmost importance that you have consistent and compelling messaging throughout your system. This includes messaging inside and outside your store: local store marketing, outdoor signage, social media etc.

Editor’s note: Check out the August issue of Convenience Store News for the Single Store Owner for our full report on how to navigate foodservice packaging, including special tips for beginner, intermediate and advanced operators. A digital edition of the issue can be accessed by clicking here.