Dive Brief:

• GPM Investments, the convenience store arm of Arko Corp, has added a new chicken sandwich to more than 300 of its locations that have an in-house foodservice offering, according to an emailed press release.
• The sandwich comes in both homestyle and spicy varieties. It is priced at $3.99, but Arko’s fas Rewards loyalty members can get it for $2.99, an Arko spokesperson confirmed via email. 
• The value-priced sandwich fits into two of Arko’s strategic pillars, food and loyalty, as it looks to grow its presence in the industry.

Dive Insight:

Inflation may be moderating, but many consumers are still price-sensitive as food costs remain high.

GPM’s new sandwich aims to help address that concern — and encourage loyalty signups as well. 

The new sandwich was developed through a research and development collaboration between GPM — whose food team is led by Richard Guidry, the company’s first senior vice president of food service — and major chicken producer Tyson, the spokesperson said. It comes on a fresh brioche bun, and offers “just the right amount of heat,” Guidry said. The sandwich is a permanent addition to menus in participating stores.

“We want our loyal customers to get great food without breaking their budgets,” said Arie Kotler, chairman, president and CEO of Arko, in the press release. “We believe our sandwich offers a delicious taste at a great price point, which is resonating with cost-conscious consumers.”

This value-priced chicken sandwich comes amid GPM’s Twelve Days of Christmas Cheer promotion, which is offering its more than 1.85 million loyalty members select free items every day through Dec. 25, as well as its Fuel Challenge fuel discount for rewards members.

“Americans feel like costs are too high and inflation is stretching their pocketbook, and we’re making several offers this holiday season to help our loyal customers save money,” said Michael Bloom, executive vice president and chief marketing officer at GPM.

GPM’s focus on foodservice has not only led to Guidry’s hiring and this expansion of its food offerings, but also to the company bringing in third-party foodservice, as when it added Villa Italian Kitchen to three sites.

GPM has also put much more focus on fas Rewards over the past year, refreshing the program and its app and running promotions where it offered customers $10 in fas Bucks when they sign up. This has resulted in a 50% increase in enrollment year over year in the third quarter.

Customers enrolled in fas Rewards spent about $41 mor per trip and made about four more trips per month than non-members in the third quarter, GPM reported. 

Richmond, Virginia-based Arko has more than 1,500 c-stores in 33 states under a variety of brands in its GPM Investments arm, including E-Z Mart, Breadbox, ExpressShop and Pride.