Foodservice continues to be one of the biggest growth opportunities in convenience retail—72% of consumers now view c-stores as a viable alternative to quick-service restaurants, up from 56% a year ago, according to Intouch Insight’s “2025 Convenience Store Trends Report.” But capitalizing on that trend doesn’t require a full-scale hot food or entrée program; in fact, sometimes the most effective traffic drivers are smaller choices that deliver an instant (and affordable) moment of enjoyment. As “little treat” culture continues to rise, customers are seeking craveable, indulgent experiences they can’t easily recreate at home.
That’s where branded menu items shine, says Donald Reonieri, Channel Marketing Director – Foodservice for Ferrero. “By leveraging the perceived value and quality of iconic favorites and providing offerings that are different from their competitors and other channels, operators can deliver the comfort of familiar flavors, along with the energy of something new that sets your store apart.”
Here are three tips for creating a signature program that will build loyalty and encourage repeat visits in an increasingly competitive market.
Your Blueprint for Success for Branded Foodservice Success
Operators looking to capture this opportunity can follow these key principles Ferrero has observed that turn brand power into foodservice profits.
1. Be selective about your partner.
Adding ingredients to foodservice offerings from brands shoppers already know and love brings a trust factor to the customer experience, Reonieri notes. “Well-known names serve as a signal of reliability, providing customers with confidence that they are purchasing a higher-quality product.”
When selecting the right concept, Reonieri recommends considering both which brands and foodservice categories resonate with the core customer. He cites successful promotions with Butterfinger that tapped into the recognized quality of this legacy brand and melded well with a popular item. For example, a recent Quick Chek promotion of “Buy a Butterfinger Shake, get $1 off a Butterfinger share,” sold thousands of the candy-infused shakes, making it a top flavor during the promotional period.
2. Price the promotion attractively—for both sides.
As shoppers keep a closer eye on spending, promotional pricing can draw them in. However, that doesn’t mean you’re taking a loss. Reonieri suggests running a program that encourages dual purchases by pairing complementary products.
“Operators have found that mix-and-match promotions, where shoppers save when they purchase combinations of center-store, bakery and/or beverage merchandise, are particularly effective,” he says, adding that this strategy allows a signature foodservice menu to act as a gateway for center-store awareness and innovation.
He cites a recent 7-Eleven promotion where shoppers received a $1 discount when buying both a Baby Ruth donut and bar, and another one with Casey’s in which the chain sold cookies and donuts as part of a “Buy a share-size item and get a Butterfinger donut or cookie for $1” special.
While deals are always appealing, on the flip side, customers may even be willing to pay a premium for brands they trust, helping spur traffic and incremental revenue. According to the National Confectioners Association’s (NCA) 2024 State of Treating report. Nine out of 10 shoppers can be persuaded to spend a little more on confections than planned.
3. Use 360-degree messaging.
From in-store signage to mobile apps, reinforcing the promotion throughout the shopper’s journey keeps it top of mind. Reonieri advises digital integration with multiple touchpoints paired with merchandising support.
“Highlighting branded treats in key locations helps guide shoppers to additional categories. boosting incremental sales beyond the promotion,” he says.
Sweeten Your Bottom Line as a Flavor-Forward Destination
Seeing a favorite item featured in a new way can spark excitement that leads to increased traffic and store preference, Reonieri says. “C-store operators can differentiate themselves and drive trial, loyalty, higher margins and increased retail sales with a unique foodservice menu that leverages name recognition and inspires dual purchase.”
To create a branded program that aligns with consumer preference for Ferrero classics like Baby Ruth, Butterfinger, Nutella, Crunch and more, contact Ferrero’s foodservice division today.
