Case Study : Innovation For Winning The Breakfast Battle

Client Description

Leading North American Convenience Store Retailer


Having grown through acquisition the retailer was looking to upgrade their stores with a more contemporary look and feel and also provide the customer with a consistent in-store experience. Retailer did not have the capability or resources to accomplish this effort on the aggressive timeline prescribed by senior management and the board of directors. Retailer wanted to drive trips, increase transaction size and improve market share in their core market areas.


  • Identify key categories that drive traffic and attract the key c-store target shopper.
  • Create an innovative new store layout that delivers a customer friendly environment and loyal shoppers.
  • Increase market share and grow average transaction size in target categories.

TPG Approach

Leveraging TPG’s category expertise and innovation process, key categories were identified and supporting insights were developed through in depth shopper and marketplace research. Identifying breakfast as the critical daypart a comprehensive business plan was developed to capture the hot beverage consumer’s destination trip. The key component of the strategic plan was an innovative beverage bar of the future featuring consumer preferred beverages and associated products.


New store layout and new product launches were the leading edge of a multi-faceted marketing and advertising campaign. The new store layout drove shopper trips, increased satisfaction and loyalty and double digit growth in transaction size. The stores have a consistent look and feel and are a destination stop for the morning beverage/breakfast trip.

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