TITLE

Keep 'Em Coming Back

AUTHOR(S)
Mastroberte, Tammy
PUB. DATE
January 2005
SOURCE
Convenience Store News;1/10/2005, Vol. 41 Issue 1, p59
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that the offering a refill program for cold or frozen dispensed beverages is hardly a new idea for c-stores. Some operators have reinvented the concept to reach a success level they never thought possible. For c-stores combining custom-branded mugs and drinkware with innovative marketing ideas, the refills are flowing out and the cash is flowing in. At Mac's Convenience Stores Inc., a division of Laval, Quebecbased Alimentation Couche-Tard Inc. that operates 897 Mac's stores, the frozen program incorporates branded premium. Eric Kolber, retail programs manager at Citgo, explains that the company offers branded mugs and drinkware for refill programs at the store level. The cold and frozen drinkware is branded with the Citgo logo, and their coffee mugs display Perk Avenue Coffee logos for the company's coffee brand. For years, Circle K convenience stores offered basic plastic refill cups for their coffee line, with wide-bottom mugs or slim-handled cups as alternatives. But in the fall of 2003, the 554 stores in the division kicked it up a notch. INSET: Taking It Upscale.
ACCESSION #
15665700

 

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