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5 Key Opportunities for C-Stores

Bill Bishop Jr. president of Willard Bishop presented findings from the NACS/Coca-Cola Retailing Research Council. Bishop identified five major platforms of opportunity for Convenience Stores. Those five platforms are Fresh Value Fast, Female, Friendly, Family Time, My Time and My Place.
  • My Place: “It’s where I go. Friendly and familiar.” The appeal is that it’s a great place to start the day. This platform targets blue-collar workers and the morning shopping occasion. Most convenience stores address this platform successfully with a warm, bright and clean environment.
  • Fresh Value Fast: This platform requires decent food for a good price. The environment is clean and modern. The target shopper is working adults, and the occasions targeted are breakfast and lunch.
  • Female Friendly: This platform is a challenge as many women don’t find c-stores clean or safe enough, according to the research. To target this opportunity, retailers must keep their stores modern, safe and clean. And, that includes employees. “One woman said she felt ‘creeped out’ by the personnel in c-stores,” noted Bishop.
  • Family Time: Retailers that target this platform provide weekend activities and are a place for parents to take their kids. The appeal is the opportunity to connect and offer something for everyone. The obvious target is families on a budget, and the occasion is a family treat.
  • My Time: This involves being efficient, but not rushing. Allowing customers time to browse. It offers a break in the day.
Personalization, Customization, Family Meal Cohesion were second only to Cleanliness for time starved consumers.  The continued opportunity for retail and fresh food sales success within the convenience store sector of food retailing looks bright.
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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. Interested in learning how Foodservice Solutions 5P's of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: or visit: for more information. Visit us at, or tweet Steve at

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