1. Department & Category

Chicken Is Still a Hot Item and Krispy Krunchy Chicken Proving It

 

It
seams as if everyone is going to a fresh fast quick service restaurant and eating
a chicken sandwich if only to try all of the new entrants to the field according
to Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®.

Johnson
says it not just chicken sandwich that is a hot item fried chicken is back and
back in a big way.  Just look at Krispy Krunchy’s Chicken’s growth.  The concept opened 40 new locations in April
alone, bringing its total to 150 so far this year. Today, its network stands at
approximately 2,800 locations in 47 states with what the company calls a
“healthy pipeline well into 2024.”

Consider
this, Krispy Krunchy’s growth comes as the definition of convenience is
changing along with the needs of its customers. A driver who might have once
stopped by looking for a map is now far more likely to get that information on
their phone, while a one-time morning commuter who swung by for a cup of coffee
may now be working remotely.


But
that doesn’t mean there isn’t plenty of room to expand possible offerings
available to guests, especially when it comes to food options at convenience
stores?

We
all know that some convenience store chains are considered veterans of the
foodservice business — including Pennsylvania-based Wawa Inc. and its
made-to-order hoagies, and Irving, Texas-based 7-Eleven Inc. and its staple of
hot prepared foods — many others are just now entering into the foodservice
space. This may mean they’re starting from a different spot than their competitors,
lacking some of the infrastructure needed to make food in the first place.
Which is where QSR partners like Krispy Krunchy Chicken enters the
picture. 

Think
about this, Krispy Krunchy Chicken has
been serving the c-store sector for 34 years, providing everything from food
preparation to entire cooking stations to operators who want to offer a hot
food option. According to Jim Norberg, president of Krispy Krunchy, its
customer base has primarily been independent operators who may not have the
same support as a chain brand might.

“Independent
operators who own a convenience store or a gas station that are looking for a
food solution — that’s been kind of our bread and butter,” he said.

Talk
about timing, Norberg joined Krispy Krunchy in the beginning of 2022 as chief
operating officer (COO) before being promoted to president earlier this year.
He previously spent more than three decades at McDonald’s, moving up the ranks,
before moving to COO at Papa John’s.


The
fact is his background in the quick-service industry serves him well as Krispy Krunchy has started to rapidly
expand. And while the company has started to branch out into some
nontraditional spaces, with Krispy Krunchy
stations now available on select college campuses and in a few Walmart stores,
Norberg still views the convenience store industry as the company’s bedrock.

“There’s
150,000 convenience stores in the United States, and we’re just approaching
3,000, so there’s plenty of opportunity there,” Norberg said. 

So,
what does it cost and how does their program work? Krispy Krunchy can offer a
potential partner, it depends on the individual store’s needs:

“Norberg
explained. The company first meets with the operator to determine if the two
will be a good fit for each other. Part of the conversation includes equipment
needs, as well as menu offerings, signage and additional merchandise. Once the
requirements for the program are determined, Krispy Krunchy can put together a
package for the c-store retailer, changing the parameters depending on whether
the store has preexisting equipment that can be utilized or if it needs a full
soup-to-nuts retrofit.

 

Once
the package has been accepted by the liscencee, Krispy Krunchy provides
operations and training for staff both on prep and any equipment that might be
new to the store. Overall, from initial meeting to a Krispy Krunchy Chicken
getting up and running, the process only takes about four to six weeks,
according to the company.

Norberg
views the process as a true turnkey solution, a way to get partners on their
feet as quickly as possible, especially those who are smaller or new to the
industry. The goal, he said, is to “help them figure it all out, so
they don’t have to do it on their own. We’ve already figured out the solution
and can hand it to them, a sort of Krispy-Krunchy-in-a-box.”

Norberg
also emphasized how the company’s c-store partnerships are not just as a win
for Krispy Krunchy but for operators as well.

“We
just did some initial research, and nearly 50 percent of our customers are
seeking out Krispy Krunchy,” he said. “So, if somebody was going to
go to a convenience store and choosing the store that has fuel, convenience
items and Krispy Krunchy — that’s really who we’re targeting.”

The
company isn’t stopping with just drop-in customers either. In addition to its
brick-and-mortar expansions, it has been looking into third-party delivery
services like DoorDash.  Ultimately, though, whether Krispy Krunchy is
found in a convenience store, a college recreation center or on an app, the
goal is always the same: meeting customers where they’re at.

“I
think at the end of the day, a customer’s going to walk with their feet and
they’re going to go where they feel good about what they’re eating,”
Norberg said. “And when you can do that and also have fuel and convenience
at the same time, it’s a win for your guest.”

Are you ready for some fresh ideations? Do your food
marketing ideas look more like yesterday than tomorrow? Interested in learning
how our
Grocerant Guru® can edify your retail food brand while creating a platform
for consumer convenient meal participationdifferentiation,
and individualization?
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