Richard J. George, Ph.D.

CSD: Fresh from the Farm

August 24, 2010

FROM RETAILWIRE:
What makes Swiss Farms truly unique is it has been a drive-through grocer since inception. Now, Swiss Farms Stores is expanding its business from 13 stores in the Pennsylvania market to an anticipated 100 franchise locations over the next five years. What do you think of Swiss Farms' drive-thru grocer concept?      [more...]

This is a terrific concept. I have visited the new prototype store in Milmont Park and it is exactly as described in the article. The positioning as "America's Drive-Thru Grocer" uniquely differentiates Swiss Farms from the more traditional C-Stores like Wawa, QuickChek, and Sheets. These operations have moved more toward fresh prepared offerings and gasoline leaving the "Express Lane" offerings for Swiss Farms to appropriate.

The key will be dinner offerings. This is a convenience item not well addressed by most C-Stores and, while being pursued by traditional grocers, the consumer still needs to park and go into the store to buy the "meal solution" from other food retail formats. If Swiss Farms is able to present a consistent, value offering at dinner, this will enhance the purchase of complimentary grocery items. In fact, the plan to go online this fall with the opportunity to order grocery items for pick up at the drive thru is another USP not readily duplicated by grocery or C-Stores.

Indeed, Swiss Farms will be an interesting concept to watch.