We are a 30-store convenience store chain trying to capitalize on growing demand for quality fresh foods in convenience stores that have a unique, flavorful menu unduplicated by area fast food restaurants. We are located in Southeast Missouri. Our new menu’s originality compares more to food trucks, street vendors and fast casual dining. All branding should be easily translated, complement Rhodes’ existing branding and be on-trend as the menu items are.
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Primary Audience - Convenience store fresh food growth is particularly being driven by millennials who associate convenience store foods as being equivalent to fast food restaurant products because convenience stores have been in the fresh food space their entire lives. Millennials are also more likely to be “foodies.” They are interested in exotic flavors, appreciate freshness and foods with a cause (local, unprocessed, organic, vegetarian, grass-fed, fresh, etc.). Our menu will not relate to any cause, so we will rely completely on millennials’ interest in unique flavors. They are also the customer group that will be most attracted to our new app and its convenience features.
Secondary Audience - Blue-collared Bubbas (male and female) are still a strong, loyal customer base for us. We should not alienate them from our locations as they have contributed to our success for so many years. Their favorite items will still be available.
Additional Audience - This audience may prove to be the most difficult to convince. They are already loyal to fast food restaurants and may not be easily persuaded into believing that convenience stores are equivalent, or even better.
Millennials and Food Trucks