DYNAMICS FOR GLOBAL FAST FOOD PENETRATION
by Dick Meyer
October, 1996



At NACS 1996 Annual Meeting and Exposition in Las Vegas, Dick Meyer presented convenience store operators with his "Six C's to Success" relative to fast food penetration. He also highlighted important "Operational and Economic Considerations" related to their decisions related to fast food alternatives that might be best for them.


Six Cís to Success!

- Exxonsafeway - Forbes March 11, 1996 article: (a) Star Mart - "weíre not trying to be just a gasoline retailer anymore"; (b) Diamond Shamrock - "weíre going after two different types of customers."

- Major oil companies - cover of 1995 Exxon Annual report shows Subway with Tony the Tiger, inside story speaks of other fast foods concepts designed to attract new consumers.

- traffic counts are increasing where branded fast foods exists; or

- traffic counts may decrease if a competitor innovates first.

- Fast foods passed beer as the # 2 category in 1995 according to NACS 1996 State of the Industry report.




Operational Considerations

- Focused education - purchase tapes from NACS 1995 Annual Meeting: Fast Foods 101; Designing it Right 3rd Time; Are we Making Money? Attend 1996 sessions: Basics of Fast Foods; An Honest Look at Branded Fast Foods; Designing the Organizational Structure for a C-Store Fast Food Operation; and Developing Your Own Brand. See Ideas to Go film Tuesday morning.

- International - National Petroleum News International is a new trade publication focusing on the c-store global market. Review their July/August 1996 cover story "Global Fast-Food Dynamics."

- No such thing as a "cheap" site - if the location canít support existing activity, most likely it will not be saved by adding fast foods.

- Donít compromise on signage - promote your branded fast food business the same as your petroleum and convenience retailing. Limited signage will equal limited sales! Remember that your motivation is providing another reason to visit your shop!




Economic Considerations