Alimentation Couche-Tard, the Montreal-based convenience store chain that sells frosted drinks under names like Bloody Zit and Liposuction, is going upmarket with fresh food items and healthy prepared meals under a new banner called Couche-Tard Menu.
The banner, officially launched Wednesday, will offer meals ranging from sushi to hearty soups, salads to low-calorie meals, as well as Asian and Italian dishes, Viennese pastries, cappuccinos, espressos and lattes.
Couche-Tard has already spent $2 million renovating seven stores to implement the new concept and add new signage and in-store promotions created by Pigeon Branding + Design.
Business development manager for the chain Laura Gutierrez said the goal is to convert 20% of the chain’s 600 corporate outlets in Quebec to the new concept within the next five years. It plans to promote the new banner through in-store signage, direct marketing and in partnership with suppliers to promote the new products.
“Couche-Tard Menu is trying to respond to the two largest trends which are the active lifestyles of our clients and the importance of healthy eating,” said Gutierrez.
Food sales could account for as much as 10% of revenue in some of the Couche-Tard Menu stores, she said.
With over 5,700 corporate stores and franchisees, including about 2,400 in Canada, Couche-Tard is North America’s second-largest convenience store chain. It has 11 divisions which operate under the banners of Couche-Tard in Quebec, Mac’s in the rest of Canada and Circle K in the U.S. Its division in Western Canada has introduced a similar project under Mac’s Takeway Cafés, which will expand to other parts of the country, according to Gutierrez.
Earlier this month, Couche-Tard expanded its partnership with Irving Oil whereby 252 of Irving Oil’s retail sites in Atlantic Canada and New England will be operated by Couche-Tard.
