Implementing a beverage subscription program will boost customer spending on foodservice items.
Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.
Convenience retailers across Europe and the U.S. have successful beverage programs. Circle K and LOOP Neighborhood Market in the U.S. and 7-Eleven Sweden attract recurring customers with their robust beverage offer and in turn, they entice additional foodservice sales.
Taking that offer one step further, a beverage subscription program will increase foot traffic, enhance foodservice sales, and is the epitome of convenience for customers looking for a quick and satisfying store visit.
Sell More Food
While popular with American customers, fountain drinks (soda/cold dispensed beverages) are a well-known traffic-builder and shine as a complementary product to food and snack items. A subscription guarantees recurring monthly revenue on fountain drinks and smart product positioning and promotions will lead to additional purchases like a pretzel or a sandwich.
Most monthly beverage subscription programs in convenience stores are priced around $9.99 and offer the customer at least one drink a day for a month. With an average convenience store servicing 1,000 customers daily, if just 10% purchased a monthly subscription, that’s $1,000 in guaranteed monthly revenue.
The average subscriber may visit five times each month and what if he spent $10 on lunch just three of those visits? That’s $30 additional revenue that month. If all 100 subscribers did that, there is $3,000 in foodservice revenue for that month totalling $48,000 annually attributable to the beverage subscription program!
Imagine the super-users that come in once a day and spend a little or a lot each visit. Not only is increasing foodservice sales revenue but they are probably super-fans telling all their friends!
Grow Your Foodservice Profile
Top-tier convenience stores are investing heavily in prepared foodservice and many are rolling out beverage subscription programs to complement the offer.
But, not having an onsite kitchen or QSR doesn’t mean you can’t compete. Offering beverage subscriptions is a low-cost investment that allows small chains to show off their sophistication.
Customers around the globe recognize Coke and Pepsi, consistently ranked as the top two leading soft drinks ranked by brand awareness with their counterparts like Sprite, Mountain Dew, and Dr. Pepper following closely behind. Use that success to your advantage and headline marketing efforts to draw customers into your store. By advertising the beverage subscription program using Coke and Pepsi logos and photos, your program will be attractive and recognized alongside the quality those brands convey.
Complement the beverage subscription with bundles and discounts for packaged snacks or other hot or cold food items and watch foodservice sales soar.
Lead the Pack
Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether providing a subscription for drinks or food, securing recurring monthly revenue is imperative to stay competitive. As more and more companies join the subscription economy, don’t get left behind. With just a few warm months left, be the cold drink hero to your customer. There is still time to win one hundred percent of that customer’s wallet.
Liquid Barcodes has long been the industry leader in subscriptions, servicing more than 2,000 locations in the U.S. alone. Having helped convenience stores around the globe, especially in Europe, offering beverage and foodservice programs to thousands of customers daily, Liquid Barcodes is quickly becoming the industry leader in foodservice subscriptions.
More About Subscriptions
This summer, we’ve been publishing several articles in our Summer Subscription Series to help you learn the basics and more about subscription programs. Check out these great articles to find your fit.
- An Introduction to Subscription Programs
- Which Subscription Model Will Win You the Most Customers?
- Use Digital Prepaid Cards to Get Started With Subscription Programs
- Enhance Foodservice Sales With Daypart Marketing and a Beverage Subscription Program
- Measure Beverage Subscription Program Success
About Liquid Barcodes
Liquid Barcodes is a leading global loyalty and digital marketing technology company specializing in the convenience and foodservice industries. The proprietary, cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with a process called the “customer connection cycle’ to engage, promote, and reward customers’ activities in real time across digital and media channels.
Liquid Barcodes loyalty platform is powering loyalty programs for industry leaders across several global markets, by offering unique subscription, mobile payment, machine learning, personalization, gamification, loyalty, and other capabilities.
About the Author
Carolyn Schnare, Chief Content Officer, Liquid Barcodes
Carolyn Schnare has been involved with the convenience retailing industry for two decades with extensive knowledge of customer engagement and marketing, sustainability, and community outreach. Prior to Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to membership and most recently as Director of Strategic Initiatives and host and producer of the popular industry podcast, Convenience Matters. Schnare currently anchors the popular Shop Talk LIVE! video series produced by Global Convenience Store Focus media group.