Eight lessons from America: How Rutter’s Scott Hartman uses tech to stop food-to-go shoppers going anywhere else
Scott Hartman, CEO of Rutter's, runs a chain of convenience stores in the US. His stores use a range of tech to give shoppers what they want.
Scott Hartman, Rutter’s Holdings CEO, runs 66 convenience stores in the US. The chain succeeds because of its ability to use technology to give their food-to-go shoppers what they want.
Here are eight things you can learn from Hartman’s presentation at the ACS summit last week:
Introduce touch screens. Rutter’s uses touch screens to allow shoppers to customise their food orders. “We’ve had them in for 10 years and it makes it very efficient for us,” he said.
Customisation is crucial. The chain allows customers to completely tailor every aspect of their food orders. “We give examples of what our customers can order, but you can order anything. We sold a $49 hamburger recently and got a wonderful social media buzz out of it.”
Hire foodies to make your food to go. “If the people you hire don’t like food, it won’t taste or look good.”
Capture loyalty. “We encourage our shoppers to sign up to a loyalty programme. We have customers who want to be anonymous, but if they provide information about who they are, they become a VIP member and get more value.”
Evening meals are the next step. “Dinner is the part that everyone is trying to capture. Our solution is taking off and it’s doing so because we make it easy for customers to define what dinner is for them.”
Health is defined by the shopper. “Some people would consider pizza healthy. We’ve got hamburgers, eggs and cheese in wraps, but if they believe wraps are healthy, then we say go for it.”
Limited-time offers work well. “It’s a huge trend. Get offers in, see if they work, get them out. Customers like change and variety.”
Bring in pay at pump. Rutter’s also has touch screens on the pumps in its forecourts, which allow shoppers to pay and buy food to go, which is brought out to them. “People are afraid because they think it’ll decrease the number of customers going in. It does, but do these shoppers want to go in in the first place?”
For news, insights and the latest product opportunities for you to cash in on.
We use some essential cookies to make this website work. These cookies aren't used to track you. We'd like to set additional cookies to understand how you use our website. This information is used to improve our services.
Our website uses one or more analytical statistical data collection programs to assemble records about who uses the site, from where, how often, what pages, how long on each page, and many other items of statistical importance that allow us to improve our effectiveness in the supply of web experiences.
The nature of the data collected does not give us information about who you are (by name or address) but it can give us IP address identity. Information is collated into a series of reports and is studied on a regular basis.
The stats that these cookies generate are anonymous and cover things such as;
Some pages may contain content from other sites, like YouTube or Flickr, which may set their own cookies. These sites are sometimes called ‘third party’ services. This tells us how many people are seeing the content and whether it’s useful.