CFVG Menu Vision: Blending Tradition with Trend

“taco-centric.” Their offerings, including tacos, chicken sandwiches, burgers, and pizza, appeal universally across demographics. In their South Texas market, tacos are the common denomi- nator across customer segments, offering versa - tility and broad appeal through variety in fillings and salsas. Cox noted that for his McLane team, a trend doesn’t feel viable for Midwest operations until it has already proven itself in markets like New York, Los Angeles, or Chicago. To mitigate risk, he emphasized relying on unique carriers and sauces instead of introducing unfamiliar proteins, which are harder to unwind if a concept fails. He used the example of a Portuguese roll, explaining that while the term may resonate in one region, it means nothing to customers in South Texas. Flexibility, he noted, is easier to manage through toppings or sauces than it is through custom proteins, which require significant volume and lead time.

stores. With one out of five consumers interested, she speculates, “They spend a lot more in our store, which was what I used to sell the investment to our executives. Look what else they buy in the store, which was a home run for us.” Cashion shared that beverage is a central part of Cur- by’s Express Market, with loyalty customers visiting an average of 8.5 times per week, one person even exceeding 40 visits. To capitalize on that engagement, his team runs frequent LTOs across teas, coffees, and cold brews, using baristas and customer feed- back to develop flavor trends. Seasonal rotation and customization drive their beverage program, and they’re revamping finishing bars to enhance the made-to-order experience while still enabling self-serve flexibility. Director of Fresh Food for Loop & Poppy Brandon Frampton outlined an ambitious initiative in Califor- nia to elevate their cold beverage offerings. With 150 stores and access to strong local talent, his plan is to build out a full-scale, made-to-order craft beverage program in ten high-performing Bay Area stores. He expressed confidence that capturing overflow from local competitors would yield major success, citing high regional demand and the strong margins and appeal of well-executed cold beverages.

Customer Demographics Regional Differences Moskalik shared that her team at Global Partners segments customers into core daily “ritualists” and more adventurous “seekers.” She empha- sized a focus on regionalism and local sourcing, as well as incorporating ethnic flavors that align with national trends and appeal to the experimen- tal tendencies of seeker consumers. While the ritualists drive volume, catering to seekers with trend-forward, limited-time offers are essential for keeping the brand relevant. Joe Brumfield , senior category manager for beverages at La Lomita Inc, added to the conver- sation discussing his experience with truck stop menus versus traditional convenience. Brumfield noted that across all their locations, the menu is

T he way we approach food here at Global is we use customer segmentation, so we have our daily ritualist who’s our core business, but we have to be speaking to what we call a seeker. That’s the innovation

and the fun stuff that comes with our categories. Jac Moskalik, Vice President of Food, Innovation and Strategy, Global Partners, LP