Through a special arrangement, presented here for discussion is a summary of an article from Convenience Store Decisions magazine.
Wi-Fi is a trendy offering customers are clamoring for, and it's starting to appear at more c-store locations, including BP, Nice N Easy Grocery Shops and Rutter's Farm Stores, especially as chains expand their foodservice programs and look for new ways to pull foot traffic into the store.
Starbucks has long attracted customers into its locations with help from free wireless internet options through its rewards card. Beginning in mid-January, McDonald's began providing free internet access to 11,000 of the company's 13,000 U.S. locations. As other QSRs follow suit, c-stores with competing foodservice offerings are starting to feel the heat.
"A lot of customers want free Wi-Fi. Since we are on a busy interstate we feel it's a nice perk to offer customers who have been on the road," said Chris Savard, operator of Mighty Mart Convenience Stores in Fort Morgan, Colo.
At the grand opening of the company's new store off Interstate 76, the company debuted its free wireless service to entice customers, especially truckers. "We have a little lounge they can sit in with a sofa and chairs, so they can check their email and take a break from the road," he said.
Mr. Savard is also hopeful that the wireless option will drive the store's food court that includes Chester's chicken, Hunt Brothers Pizza and a proprietary burrito program.
Larger chains are investing in similar strategies. BP, for example, has installed wireless hotspots at more than 100 BP sites across the U.S. and more are planned in the coming months.
Rutter's Farm Stores, which has more than 55 stores in Pennsylvania, has been offering free wireless for about eight months now at its 37 or so stores that offer foodservice. "We look at it as a unique offering for customers that sets us apart from other stores, particularly restaurants," said Scott Hartman, president of the York, Pa. chain.
More importantly, Rutter's customers have expressed gratitude for the service. "We get emails from customers thanking us for it, or if we're having some sort of network issue we get customers asking about that and wondering when it's coming back up. So the customer response seems quite positive," said Mr. Hartman.
Discussion Questions: How much of a traffic driver is free Wi-Fi for c-stores? How critical is it becoming in supporting foodservice programs? Should c-stores be offering it for free or tie it into rewards programs or other initiatives?