Client case studies

client challenge

• ​Our client, a leading travel center and gas station chain, was experiencing declining sales in their dispensed beverage category.
• They needed to understand what driving the decline.
• They also wanted to explore opportunities for new beverage offerings.

decision point approach​

We utilized a multi-phased qualitative research approach to uncover insights for optimizing the beverage service experience:

• Internal Stakeholder Feedback
  • We started with key stakeholder interviews to get the inside perspective on possible causes and solutions.
  • Throughout the research, we checked-in with select stakeholders to discuss findings so far, incorporate operational perspectives, and refine discussion guides if needed.
• On-Site Customer Research
  • Our team conducted multi-day intercept interviews and observations in the beverage area of the travel centers in four locations.
    • We watched how the customer flowed through the beverage area, looking for points of friction and opportunity areas.
    • We gauged satisfaction with current offerings.
    • We explored new product opportunities.
• Competitive Benchmarking
  • Our team visited over two dozen competitor locations to analyze their beverage service layouts, product offerings, and customer engagement strategies.

impactful solutions

Our findings gave the client a roadmap to reimagine their dispensed beverage experience:

• We delivered a detailed blueprint for the ideal beverage area design, including layout improvements, product and equipment improvements and ways to streamline customer flow.
• Identified which new products had the best potential for success.
• Highlighted specific best practices from competitors while showcasing opportunities for differentiation to enhance customer satisfaction and sales.

client success

Using our research, the client implemented strategic updates to their dispensed beverage offerings, creating an experience that resonated with both new and returning customers.

These enhancements not only boosted customer engagement but also better positioned our client as a leader in providing an innovative and customer-centric beverage service in the travel center industry.