BRENTWOOD, Tenn. — Nearly a year after beginning market tests, the Mapco chain of convenience stores is rolling out a new coffee program that it hopes will connect with customers for its taste and more.
The new Mapco Feel Good Coffee program is in place in about 250 of the chain’s 373 c-stores, and the rollout is expected to be complete in September.
Previously, the retailer, which does business under seven store brands, offered a number of differing coffee programs. Feel Good is intended “to unite us under one brand that we could leverage with the consumer,” Andy Scoggins, vice president of food and beverage for Mapco, told CSP Daily News.
The branding of the program features a retro logo and font over faux wood paneling to create a homey vibe. The coffees are named to reflect their character and/or country of origin—including Guatemalan Highlands, Colombia Primo, Toasted Hazelnut and Dark & Roasty—while the “story” behind the offer underscores the sustainability efforts related to the coffees and Mapco’s efforts to be a good corporate citizen. The House Reserve, meanwhile, is highlighted as the “staff favorite” based on early taste tests that earned the backing of both employees and customers.
Seasonal flavors will also be incorporated over time, Scoggins said. “People like to try new things, and I wanted to give them the ability to do that,” he said. Mapco’s coffee supplier is S&D Coffee; it’s equipment comes from Curtis.
Mapco also lowered the price, from $1.29 to 99 cents for all sizes, to drive trial. “We’re saying, ‘Come try this; you’ll be amazed!’ ” Scoggins said.
While initial marketing includes opportunities for free cups via the My Mapco Rewards app and advertising touting the new taste and new price, future efforts will underscore the sustainability and country-of-origin aspects, according to director of marketing Howard Curtis.
“We’re sharing the story of the coffee on social media and on the app,” he said. “A lot of our app users are big coffee drinkers, but there’s a lot of room for them to drink more coffee with us.”
About the Feel Good brand, Scoggins said, “It’s something that customers start to get attached to emotionally. That helps build the brand. It makes it something we can become known for.”
Mapco is a wholly owned subsidiary of Delek U.S. Holdings Inc. With headquarters in Brentwood, Tenn., Mapco operates 373 convenience stores in seven states under the brand names Mapco Express, Mapco Mart, East Coast, Discount Food Mart, Fast Food and Fuel, Delta Express and Favorite Markets.