METRIC OBJECTIVES
Foodservice Program AUVs
%
Foodservice Program EBITDA
Broad Scale Growth into New Regions of the US
OUR HISTORY TOGETHER
Our team has a long-time relationship with Cumberland Farms. In 2008, we provided leadership across a transformational business shift that changed everything.
Our work included brand and logo evolution, prototype store design, culinary & operations and supply chain development. This work, over a decade ago, set the stage for a new day at Cumberland Farms. Foodservice revenue grew from under 2% to over 36% of in-store sales. The optimized coffee program became a driving factor, leading to high frequency customer visits and raising store AUVs.
Cumberland Farms was sold to EG Group after the CF team successfully built or remodeled over 600 locations to the TMG optimized design & food platform.
Recent Projects
In 2021, as the business was at a turning point – with rapid growth in new markets across the United States – we were brought back in. TMG developed three proprietary foodservice brands to drive the sales and metrics typically seen in high-performing QSR.
OUR CHALLENGE
To develop best-in-class proprietary
foodservice concepts from scratch –
including Salad & Deli,
Fried Chicken and Pizza
Market & Industry Landscape:
We conducted research and gained insights across the c-store and restaurant segments. We set out to discover how EG America and its banners will compete -and win- in their target markets.
Consumer Intercepts:
Our team interviewed 500+ customers across 5 EG America banners – Cumberland Farms, Fastrac, Tom Thumb, Turkey Hill, and Loaf N Jug –They expressed a high level of interest in foodservice expansion -and provided actionable feedback across branding, design, menu, and operations.
Brand & Design:
We met with the EG America team to present multiple naming and brand/positioning opportunities for the 3 foodservice concepts. Through collaborative sessions, we fine-tuned the design for each concept.
Development of Standards:
Big Cluk Chicken, Ria’s Pizza, and Farmhouse Kitchen. Each brand embodies the essence of “obsession-worthy food” while maintaining a unique look and feel, with operational flexibility to exist alone, or coexist in multi-brand scenarios. Our team developed comprehensive brand standard manuals for each brand, incorporating personas, identities, communications, fonts, packaging, graphics, and more.
Hyper Efficient Kitchen & Operating Systems:
We developed and tested highly efficient operating formats for each proprietary foodservice module. Each kitchen was designed to be managed by 1 team member during off-peak periods and as many as 3-4 team members during peak hours, with streamlined operations and simplified labor responsibilities that execute best-in-class food quality.
Implementation & Integration Strategy:
To support near-term and future decision-making, we developed a methodology for assessing and defining appropriate brand and business decisions. This methodology provides a hierarchy of the branded business, the foodservice platforms, investment requirements, and ROI scenarios – outlining actions for each level.
Related Projects
Hart House
Torchy’s Tacos
