Casey’s is a well-known player in the convenience store arena. With over 2,900 stores in its network, it’s anything but lightweight.
It is also – drum rolls, please – the largest American-owned convenience store chain.
So, when the top decision makers at the company found out that there’s a problem in the company, and it’s with coffee - it just does not sell as well as the other Casey’s products – they decided to make Casey’s coffee great again.
They said: “All right, we’ve got to get coffee right “, and got back to the source of ultimate truth – to their customers. There were surveys and questionnaires, customer base segmentation and target audience focus groups.
After collecting the data and finding out that the customers did not like the taste and wanted more variety, the company released its Darn Good Coffee program which includes no less than eight great flavors – all pairing well with ever-popular Casey’s pizza.
What is notable in this story is that with all the effort Casey’s team put into coffee flavor research, they were not shy of asking for outside help. Having those outside experts observe Casey’s coffee program with fresh eyes and offer guidance on what’s happening in Casey’s markets from a flavor trends perspective was instrumental in the launch.
This is important to remember when a c-store operator – or QSR, or any retailer, for that matter – tries to make a big decision about the needs, choices and preferences of its customers.
KYC – Know Your Customer – is a challenging task. It is worthwhile to seek outside help, from demographic analysis experts, likeTicon.
Ticon knows a thing or ten about the art of KYC. In addition to comprehensive demographic analysis of the trade area, which we get from our partner Map AI, we also provide Traffic Flow Demographics, a set of data describing the drivers in the flow of traffic that passes by your store. Ticon’s new product is available with nationwide coverage and high granularity, with Ticon’s industry-leading accuracy and precision.
So, if you want to be ahead of the game, give us a call to talk about asset performance product selection optimization with Ticon’s highly granular data.
