THE BUSINESS OF CONVENIENCE RETAIL AUGUST 2016 | CSPDAILYNEWS.COM

TIP TOP TRIP ‘Just two things’ propel Kwik Trip to its fı fth mystery-shop title P. 30

Don Zietlow (left) and Greg Olson are positioning Kwik Trip for a bright, healthy future. Reprinted with permission from the August issue of CSP Magazine Copyright © 2016 Winsight, LLC. All Rights Reserved.

MYSTERY Shop

nother year, another photo fi nish for the CSP/Service ‘Just two things’ Intelligence Mystery Shop. Separated by a little more propel Kwik Trip than three points, the top five performers included to its fı fth mystery- fresh faces Family Express and Rutter’s Farm Stores, as well as shop title mystery-shop veterans QuikTrip, last year’s champ, and 2014 winner Cum- Kwik Trip’s retail leadership team: berland Farms. Sandy Malay (left), Terry Schmitz, But in 2016, mystery-shop glory goes Chuck Thoftne, Greg Olson, to perhaps the ultimate veteran. After Tom Vandenheuvel, Brad Fogarty, losing the 2015 shop by two-tenths of Paul Servais and Joan Elsing a point, Kwik Trip has nabbed its fi fth crown with an overall score of 94.6%. “We’re happy to be on top again,” says Don Zietlow, co-founder and CEO of the La Crosse, Wis.-based retail- er. “It’s humbling and a credit to our co-workers.” Second-place finisher Family Ex- press came in at a strong 93.9%, and Zi- etlow says he prefers to win in the kind of high-scoring photo fi nish we’ve seen the past several years than in a landslide.

BY SAMANTHA OLLER AND MELISSA VONDER HAAR PHOTOGRAPHY BY DAVID BOWMAN MYSTERY CSP/SERVICE Shop INTELLIGENCE “It’s always nice to win in a company’s culture. “If we just On the fl ip side, “taking care tough race,” Zietlow says. “The do these two things, we’ll be of customers” goes beyond just MYSTERY SHOP industry has gotten better, in- successful.” retail execution. cluding Kwik Trip.” “Taking care of employees” “[It’s] simple things, like car- The 2016 mystery-shop audits Ask anyone at Kwik Trip’s means a number of things at rying groceries, helping change were conducted from May 12 more than 500 locations about Kwik Trip, from competitive a flat tire,” says Olson. “Our to June 16. These audits took the company’s continued suc- wages and benefits to sharing co-workers are making a diff er- place between 9 a.m. and 5 p.m. cess, and it comes down to one 40% of its pretax profits with ence in the lives of our guests. any day of the week. Following thing: culture. team members at every level. It happens because that’s our each visit, mystery shoppers “The family is going to take Greg Olson, vice president of re- expectation; that’s our culture.” completed a survey in which each care of our co-workers and our tail operations, says this culture That golden-rule-like culture response received equal value. co-workers will take care of our helps Kwik Trip keep its turnover made it an easy decision for Kwik customers,” Zietlow says of the rate at less than 30%. Trip to join the Partnership for a OVERALL BRAND PERFORMANCE

Kwik Trip 94.6%

Family Express 93.9%

QuikTrip 93.5%

Cumberland 92.7% 100% Farms Rutter’s Farm Six of the Stores 91.5% mystery-shop participants received a perfect score for fresh BRANDS SHOPPED and attractively presented Brand Number sandwiches, of shops including Family Express, GPM/ Kwik Trip 81 FOODSERVICE Fas Mart, Kwik Trip, Kum & Go, PERFORMANCE QuikTrip and Family Express 64 Ricker’s. QuikTrip 81 [foodservice] in 2002,” and food gross-profi t Cumberland Olson says. “We’ve dollars. 80 made a ton of mistakes “It’s really on Farms MYSTERY SOLVED and have learned a lot everyone’s mind every Rutter’s Farm 60 Foodservice alone makes or since then. But our focus single day,” says Olson. Stores breaks the guest experience is on taking care of the guests, then taking care Safe Satiation Speedway 84 or winning metrics are the most of the food.” Of course, any retailer Kwik Trip, rewarding element of To reiterate foodservice program Ricker’s 50 foodservice isn’t its involvement in the that importance to is problematic without Fjust a strategic pillar of program, says Greg employees, Kwik sound food-safety GPM/Fas Mart 81 its business; it has been a Olson, vice president of Trip has developed practices, particularly as major focus in its eff orts retail operations. leadership levels just for the industry faces more Thorntons 54 around the mystery “It’s our No. 1 goal, its foodservice program, stringent regulations from the Food Safety shop itself. The retailer’s our No. 1 priority plus a bonus program Kum & Go 80 strong foodservice since we rolled out built around food sales Modernization Act. Healthier America (PHA), be- of PHA, ties in with our culture.” Flint, a registered dietitian in It also puts Kwik Trip in a coming the fi rst c-store to do so The PHA partnership in- food research and development great place for 2017 and be- back in 2014. Olson says partner- cludes offering EatSmart-la- for Kwik Trip. yond—a future that includes ing with PHA—which works with beled items that meet specific Though meeting PHA stan- opening 35 to 40 stores per year, retailers, distributors and others nutrient and affordability cri- dards isn’t always easy or cheap increasing the number of Kwik to implement strategies to solve teria and building bike racks at (Zietlow says it was pricey to start Trip co-workers from 18,000 to the nation’s childhood obesity new store locations. sourcing organic eggs and milk), 20,000 and (it hopes) claiming crisis—was a natural extension “PHA has been good for our it’s been invaluable in redefi ning yet another mystery-shop win. of existing programs. business by holding us to some health and convenience. Not that Zietlow’s sweating “We have a huge wellness ini- rigorous standards and chal- “It’s expensive to do, but it’s it. “I see the future as much tiative here for our co-workers,” lenging us as a company to think the right thing to do,” says Ziet- brighter than the past,” he says. he says. “Having those healthy outside of the box when it comes low. “It raises the bar for conve- “It’s going to be easier for us to foods available, being a member to what we can do,” says Erica nience stores.” grow—that’s a good thing.”

COMBO-DEAL DOWNLOAD A COFFEE LEADER SANDWICH SAFETY While many retailers offer food combo deals, Cumberland Farms ranked in the top fi ve for coffee-bar The food-safety attribute with not all are promoting them in the store. attributes the most of all participants, netting placement the lowest scores came at the in three out of the four areas. sandwich cooler, where a number of chains got scores in the 80s for CHAIN FOOD COMBO COMBO-DEAL keeping the temperature within DEALS PROMOTIONS AVAILABLE IN STORE 32 and 41 degrees Fahrenheit.

Cumberland Family Express 93.7% Farms 100% 98.8% 98.8% 95.5% 87.5% Speedway 90.0% Kwik Trip 100% 96.3% Fully All Working Ricker’s 89.4% Kum & Go 97.5% 100% stocked equipment thermometer coffee operational to test coffee Family area temperature Kwik Trip 88.8% Express 95.3% 90.2% Thorntons 88.2% Rutter’s 95.0% 96.5%

“A customer buying scored in the 90s and in the fi rst place. a number of foodservice gets a foodservice a sandwich a couple high 80s. Four received “A c-store chain categories, particularly mystery shop that of degrees off what it perfect scores for having having a bad event in in food safety. The examines multiple should be is not going a procedure in place for your neighborhood but retailer conducts a facets. “On top of to have a customer tracking temperatures not in your store is still monthly foodservice cleanliness, we look at service experience in the sandwich cooler, your problem,” he says. excellence inspection, rotation and dating of that’s any lesser,” says but the top fi ve dropped examining everything items, being in stock, Gus Olympidis, CEO of to the low 90s and upper Craveable from food safety to food plan-o-gram integrity,” second-place mystery- 80s for coolers being in Convenience quality elements such as says Glenn Plumby, shop fi nisher Family the proper temperature Quinn Ricker, president item rotation, speed of senior vice president of Express, Valparaiso, range. and CEO of Ricker’s, service and the quality operations. Ind. “But if they get The fountain is the Anderson, Ind., says the of ingredients. As is evident for sick because the rare biggest Achilles’ heel 125-store chain is “still Speedway, Enon, mystery-shop winner occasion becomes for the c-store industry, in the infancy” of its Ohio, has made Kwik Trip, success reality, then it could be Olympidis says. Too foodservice program. foodservice a big focus comes with the balance catastrophic.” many retailers are not The off er, now in 14 with its grab-and-go of a high-quality, This year, the top fi ve sanitizing their valves sites, continues to be breakfast sandwiches, craveable menu and the retailers in each food- often enough—and do rolled out. Ricker’s pizza, roller-grill items safety and operational safety attribute mostly not have a set procedure placed in the top fi ve in and snacks. Each site processes to hold it up. If a Kwik Trip customer finds a less-than-pristine restroom, he or she is encouraged to call MYSTERY CEO Don Zietlow himself. Shop

EXTERIOR CLEANLINESS Were all the lights you saw in the store working?

Were the pump island Ricker’s and its pumps clean? 100%

Kwik Trip 97.5% Rutter’s 100%

Family Express 95.3% Speedway 98.8%

Rutter’s 93.2% Family Express 98.4%

QuikTrip 92.6% QuikTrip 97.5%

GPM/Fas Mart 91.4% Was the cash counter clean?

Was the pump island Cumberland Farms properly supplied? 98.8%

QuikTrip 96.3% Family Express 96.9%

Kwik Trip 91.4% GPM/Fas Mart 95.1%

Speedway 90.5% CLEANLINESS Rutter’s 95.0% PERFORMANCE Rutter’s 84.7% Speedway 92.9%

Family Express 84.4% Was the restroom clean? INTERIOR CLEANLINESS Kwik Trip 92.6% Were the garbage cans Was all exterior signage at the pump island in good condition? QuikTrip 90.1% neatly maintained? Were the floors inside Family Express 100% the store clean? Rutter’s 89.8% Cumberland Farms 89.9% QuikTrip 93.8% Kwik Trip 100% Family Express 89.1% Family Express 82.8% GPM/Fas Mart 88.9% QuikTrip 100% Cumberland Farms 88.5% GPM/Fas Mart 81.7% Kwik Trip 85.2% Thorntons 100% Speedway 85.7% Was the restroom Cumberland Farms 83.8% Cumberland Farms 98.8% properly stocked? QuikTrip 85.2% Rutter’s 81.7% Kwik Trip 100% Were the garbage Was the parking lot and cans in front of the store Quik Trip 100% store entrance free of Was the ceiling clean well maintained? (tiles and vents)? garbage and debris? Family Express 98.4% QuikTrip 97.5% Family Express 95.3% Rutter’s 96.7% GPM/Fas Mart 98.3% GPM/Fas Mart 95.1% GPM/Fas Mart 93.8% Kwik Trip 95.1% Rutter’s 98.2% Cumberland Farms 93.8% Kwik Trip 92.6% QuikTrip 92.6% Rutter’s 91.7% QuikTrip 91.4% Ricker’s 88.0% Speedway 91.7% Kum & Go 88.8% Family Express 82.8% Kwik Trip employee Cody keeps the foodservice prep area MYSTERY safe and clean. Shop

Did the cashier make EMPLOYEE PERFORMANCE you feel like a valued customer? Were all on-duty employees wearing Kwik Trip 85.3% a uniform, including a nametag? Family Express 84.6% Cumberland QuikTrip 100% 84.3% Farms

Kwik Trip 98.8% QuikTrip 82.2% Cumberland 97.5% Farms Speedway 80.6%

Family Express 95.3% Would you recommend this store to others? Ricker’s 94.0% Cumberland 91.0% Farms Were all on-duty employees well Kwik Trip 90.6% groomed? QuikTrip 88.4% QuikTrip 100% EMPLOYEE Cumberland Ricker’s 87.7% 100% PERFORMANCE Farms Rutter’s 86.9% Family Express 100%

Ricker’s 100%

Thorntons 100%

Speedway 100%

GPM/Fas Mart 100%

Ricker’s Friendly Way

nderson, Ind.- and friendly while right, and we A smile and friendly greeting are virtually guaranteed at Ricker’s stores. based Ricker’s is smiling broadly,” said one treat them A a newbie to the shopper of her Ricker’s as if they are part of the they take leadership expectations. Quinn also CSP/Service Intelligence sales associate. “She family, then they will courses and learn how meets with each store Mystery Shop, and it has definitely made me feel treat their customers to tackle a variety of manager during the year already made its mark in like a valued customer!” right,” says Klemme. management issues. to learn about what is employee friendliness. Quinn Ricker, That includes giving them Managers—from going well and what is not. The chain, which has more president and CEO the right advancement assistant to foodservice “We give them the than 50 stores, scored the of Ricker’s, and Jason opportunities and clear to store—participate right advancement highest for the customer- Klemme, director of communication. in Ricker’s School of opportunities, right service question “Was the operations, attribute Employees Business, a one-week compensation, right cashier friendly?”, with the high marks interested in rising up course in which Ricker, store environment and 98% of mystery shoppers to company culture. the management ranks his father and company leadership,” says Quinn. answering “yes.” “We believe that if participate in Ricker’s founder Jay Ricker, and “We treat them how

“Adriana was warm we treat our employees Business Academy, where department heads discuss we want to be treated.” ricker’s of courtesy photograph ricker’s THE RUNNERS-UP

MYSTERY Shop RUTTER’S CLEANS UP

utter’s first year in theCSP / Service Intelligence Mystery Shop is off to a sparkling Rstart, with the York, Pa.-based chain the state’s own. A bonus program Rutter’s came in third at the finish line for pump-island cleanliness. of more than 60 stores ranking awards stores that score above a fifth overall. Helping it place in the their part: Area supervisors inspect check the lighting in the morning certain figure, and locations with program was its strong cleaning the space during their routine visits, and evening as part of their regular the highest average for internal game, beginning with the exterior. store managers survey the fuel rounds. Long-lasting LED bulbs inspections also receive an award. “Cleanliness is built into the island first thing in the morning, help keep change-outs few and far Store and restaurant managers for culture of this company,” says and employees follow daily task between. sites with the highest averages get Jere Matthews, vice president sheets with a detailed cleaning Rutter’s has an ambitious to attend that year’s NACS Show. of operations for Rutter’s Farm process for each shift. foodservice program, which makes “Customer service is not just Stores. “It’s been here since day The chain also performed well cleanliness crucial. Foodservice being friendly to the customer,” one.” Rutter’s placed third in the inside the store, placing first in quality-assurance supervisors says Matthews. “Really, customer cleanliness of the fuel islands, and the cleanliness of its ceilings, with perform their own routine service is the whole customer first in having well-maintained working lights in 100% of the sites inspections to standards that experience, and that includes garbage cans. All employees do visited during the shop. Employees Matthews says are higher than cleanliness.”

amily Express, Valparaiso, associate. “Alex was very friendly guests “without your facial, body Ind., placed second in its first and engaging,” says another language and essence of your year participating in the CSP/ shopper about hers. demeanor articulating a sense of FService Intelligence Mystery Shop, FAMILY Family Express hires for this warmth and welcome,” he says. beating out seasoned chains such as personality—and is very selective, “That is what we wrap into the QuikTrip and Cumberland Farms for rooting through 50 applicants experience.” the spot. Among its strong points: EXPRESS’ for every one that meets its Family Express conducts cleanliness, both inside the store and relationship-building standards. industrial psychological out, as well as a solid presentation of “We’re looking for servant assessments on its new hires and its foodservice program and friendly people who have an inherent then puts them through several customer service. PEOPLE capacity to be friendly,” says days of relationship-building But according to Gus Olympidis, Olympidis. “That’s how you build training. About 20% of potential CEO and president of the 65-store relationships.” recruits fail to make it through this chain, the retailer’s main secret of He cites the example of a person stage, mainly because they cannot success is not even measured in the PLEASERS hosting a party who fails to greet demonstrate an inherent warmth mystery shop. and friendliness. “The most fundamental “It has more to do with DNA component of building relationships and upbringing than training,” says has to do with the feeling you have Olympidis. “We hire people who when you walk in the store,” says are instinctively inclined to build Olympidis. “In our case, that feeling relationships, then we provide is emphasized with a genuine an environment for them to be greeting.” themselves.” “I was greeted with a warm smile,” says one mystery shopper Family Express hires on one about his Family Express sales crucial attribute: personality. bottom photograph by jason little | rutter’s photograph by sofia bednarik by photograph little jason by bottom | rutter’s photograph THE RUNNERS-UP

MYSTERY Shop QUIKTRIP: ONE BIG FAMILY

ast year’s CSP/Service Intelligence Mystery Shop champion QuikTrip considers Litself “uber-competitive,” according Another high point for QuikTrip An A is OK for QT, but it’s aiming for the A-plus in 2017. to Mike Thornbrugh, manager of was its speed of service: Ninety- public and government affairs for scored high in how those employees QuikTrip, which offers incentives six percent of mystery shoppers the Tulsa, Okla.-based retailer. made customers feel. such as generous salary and benefits reported waiting a minute or “We’ll take the A, but we’re “They are QuikTrip,” Thornbrugh packages, as well as “continuous” less at QuikTrip, thanks largely to going to get the A-plus next time,” says of the company’s store-level opportunities for advancement those motivated employees. he says of QuikTrip’s third-place employees. “The average customer and promotion. “Speed is obviously critical finish this year. doesn’t know anything about Thornbrugh, however, believes in what we do. But you still have The areas where QuikTrip QuikTrip except the employees QuikTrip’s culture plays a bigger to make sure the customer feels grabbed those “A-plus” scores say that they see and the service they role than any of these single perks. valued,” Thornbrugh says. “The a lot about the company’s focus: provide. Our success (and our “The biggest motivation is backside is you still have to be a It was the only retailer to score failures) are all based upon how how you treat people,” he says, human being. There’s an art to that, 100% on questions about employee they perform.” “recognizing they’re part of the and I think our people are really appearance, and the company also It’s a big area of focus for QuikTrip family.” skilled there.”

hen Cumberland Farms “The cashier was very friendly,” above and beyond the call of duty” took first place in wrote one shopper. “I purchased by returning money that had the 2014 CSP/Service a coffee and we had a little chat fallen out of a customer’s wallet. WIntelligence Mystery Shop, the CUMBERLAND because business was slow and As such, Cumberland also Framingham, Mass.-based chain he educated me on how great the performed well when shoppers credited its success to a team-first coffee is at Cumberland Farms. were asked to rate its store- culture and a conscious reset of Simply a wonderful person.” level employees. Cumberland’s

its stores to focus more on areas GETS CHUMMY Several mystery shoppers employees were described as well- S imons randi such as cleanliness and foodservice. echoed these sentiments, citing groomed 100% of the time; making These efforts continued to pay off employees who covered an extra the customers feel valued 84.3% in 2016. penny or nickel in tax, made eye of the time; and being friendly This year, Cumberland Farms contact and smiled, and even “went 96.3% of the time. landed top scores when it came to “The employee was friendly mystery shoppers recommending and polite,” another shopper said of the store. An average of 91% of their experience. “She made mystery shoppers would likely eye contact and said she was sorry recommend the 80 participating for the delay (only 14 seconds). Cumberland Farms to others, with She was one of the friendliest, 75% saying they definitely would. [most] down-to-earth cashiers I’ve When asked why, many ever encountered.” mystery shoppers mentioned speed of service, while others cited cleanliness or convenience. However, time and time again, the comments mentioned Customers find fast one main reason for a return visit: friends behind the counter

Cumberland’s friendly staff. at Cumberland Farms. B by photograph | top mccabe jarrod by bottom photograph MYSTERY Shop MYSTERY Shop

CAMERONCAMERON WATT WATT is presidentis president and and CEO CEO of In-Touchof Insight Intouch Systems. Insight/ DEFINITELY MEASURE, ServiceReach Intelligence. him at CUSTOMER EXPERIENCE: [email protected] him at cwatt@ STOPBUT MAKE THE IT MEDIOCRITY BETTER intouchinsight.com.

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54 csp AUGUST 2015 Greg Olson (left) and Don Zietlow of Kwik Trip get ready for their close-up. Save time with mobile form sooware. Build your own mobile forms & checklists. Stop manually entering audit results into Excel & emails. Identify & fix issues before they become problems.

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