Island Getaway
Upgraded foodservice takes a lead role in AAFES' Grow the Express initiative
The Army Air Force Exchange Service (AAFES) continues to grow its footprint — consistently landing on the Convenience Store News Top 20 Growth Chains list with the other military retail outlets.
AAFES is growing in other ways as well, with its Grow the Express initiative launched by Director/CEO Tom Shull. Under this initiative, the organization has turned its focus inside the stores to emphasize category growth. And considering its increasing importance within the convenience channel, foodservice is taking a lead role within the Grow the Express initiative.
To that end, the Exchange, as AAFES' store network is known, has been reviewing its in-store foodservice offerings and investigating ways to better meet the needs of its on-the-go customers.
One new offering is the addition of an island cooler that offers such items as fresh to-go sandwiches, juices, sushi and chips. According to Reggie Dawson, vice president of consumables, the Exchange tested the program at seven stores last year. The island coolers are now being rolled out to 50 locations in the United States and overseas.
This rollout is in addition to the regular reviews that take place for facilities undergoing an image upgrade or newly constructed locations, Dawson added. "Ideally, every location will be reviewed during this process," she said. "Some may receive the full rollout package, while others may have the planograms reviewed for assortment."
The depth of the upgrade depends on the space availability at each store. "The rollout for the island coolers is starting now, while the remaining parts of the program — stock assortment and Snack Avenue upgrades — will continue for the remainder of the year," she added.
The Fort Hood III Corps Express store in Texas is one location that has already received the upgraded foodservice offerings — showcasing eight roller grills and an island cooler. According to Dawson, sales have done well for the program, which "indicates satisfaction at the increased assortment."
As the upgrades roll out, the Exchange does not have a set price tag for the ramped-up foodservice program. "This is a difficult number to pinpoint as some of the upgrades occur as part of the normal facility review process, while others are of this program," she explained.
The Exchange, which is based in Dallas, operates Express convenience stores on military installations in the United States, the Pacific region and Europe. The Express c-stores received a comprehensive makeover and rebranding in 2010 and 2011.