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By John Lofstock, Editor

Phillips 66 yesterday wrapped up its 2013 Marketing Conference & Trade Show in Las Vegas with a flurry of new announcements and marketer awards.

The Houston-based oil company, which operates the Phillips 66, 76 and Conoco retail brands, said its new programs were designed to address the current challenging marketplace by helping drive traffic to sites, reduce costs and improve operating efficiencies.

This year’s New Energy, New Possibilities Conference celebrated the spirit of the new Phillips 66 Co., emphasized the role of branded marketing and shared new opportunities, ideas and ways to support its customer’s success. It is the first marketers conference for the company, which was formed last April following a spinoff from ConocoPhillips. The company operates a network of 7,000 branded retail sites and 15 refineries.

“With our industry continuing to change at a rapid pace, we’re focused on developing programs that help our customers compete in the new world of convenience and petroleum retailing,” said Andy Viens, president of global marketing at Phillips 66.

At a reception last night, the company honored three marketers–one each from its fuels, lubricants and aviation divisions–with lifetime achievement awards.

The honorees included:
* Fuels: Sutey Oil Co. in Butte, Mont., operator of 14 Thriftway convenience stores. The company has been in business since 1945.
* Lubricants: Arguindegui Oil Co., which operates 11 Pump n Shop stores, based in Laredo, Texas. The company was founded in 1942.
* Aviation: Showalter Flying Service, in Winter Haven, Fla.

The company also introduced several new marketing programs which will begin rolling out later this quarter.

Convenience Store Alliance (CSA): After completing a successful test run, Phillips 66 is unveiling a new program with CSA this month focused on providing national buying power to branded sites. The goal is to help sites lower operating costs, improve margins and better compete in today’s challenging marketplace.

KickBack Points Program’s KickBack TV: KickBack Points, Phillips 66’s exclusive loyalty program partner, announced the addition of KickBack TV, an in-store television network that sells advertising space to companies—most of whose products are available in branded c-stores. The network is designed to provide an additional revenue stream for participating sites and increase consumer and vendor engagement in the store. The program is free for retailers and will begin rolling out in the fourth quarter.

Phillips 66 Proprietary Card Program: Phillips 66 and GE Capital announced a proprietary credit card program that provides cardholders with a five cents-per-gallon discount on all fuel purchases. The program is free to all branded retailers and will be available beginning in the first quarter of 2014 and is free of interchange fees for Phillips 66 marketers.

Brand Image Central (BIC): To simplify and streamline site branding for customers, Phillips 66 is offering a new one-stop-shop process called Brand Image Central. Brand Image Central will be the single point of contact for site imaging and also provides additional technical support. The improved efficiencies from centralization will allow Phillips 66 branded customers to benefit from these enhanced image services without adding cost. The new program will be available in the third quarter. The programs will be complimented by investments in technologies targeted at reducing costs, improving efficiencies and meeting consumer expectations.

BizLink Mobile Apps: To meet the needs of busy and on-the-go customers, Phillips 66 is bringing its web portal, BizLink, to customers’ pockets with mobile apps. The initial use is focused on providing real time pricing information for Apple devices. Additional functionality will be rolled out later this year to include supply information, alerts and Android compatibility.

* Merchant Customer Exchange (MCX): Phillips 66 has joined MCX, a merchant-owned network focused on developing mobile payment solutions that will better serve merchants and consumers. MCX offers unmatched scale, representing merchants with more than 80,000 stores who collectively process $1 trillion in payments each year. In fact, eight of the top 15 retailers in the U.S. are already members of MCX.

“We know our future success depends on the strength of our customers’ businesses, and we’re deeply committed to responding to their needs and enhancing our marketing programs,” Viens said. “We think these programs are a great first step in strengthening our branded offering and are very excited about the new possibilities they offer to both customers and consumers.”

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Kum & Go has opened a new Kum & Go store in Conway, Ark. at 2050 Dave Ward Drive. This is the first Kum & Go store in Conway and the 39th store in Arkansas.

In the nearly 5,000-square-foot store, customers will find a large product selection, a customer-focused staff and a Go Fresh Market offering fresh, made-to-order pizzas, as well as breakfast and deli sandwiches, and baked goods—all made fresh daily in Kum & Go’s on-site kitchen. Outside, a larger number of fueling positions, as well more variety in fuel offerings, give customers more choices and value at the pump.

“We’re excited to open Kum & Go’s first store in Conway,” said President and CEO Kyle Krause. “This store has been designed with our customers in mind. From fresh food options to a wide selection in products, all aspects of our stores have been configured to focus on delivering fast, friendly customer service.”

Another distinguishing feature of Kum & Go’s new store design is the strong emphasis on sustainability. Kum & Go designs and constructs stores with Leadership in Energy and Environmental Design (LEED) certification in mind. Each store is submitted under these rigorous guidelines to become LEED certified.

As a LEED-certified convenience store, this new Kum & Go includes Solatube skylights, LED lighting both inside and outside the store, low-flow water efficient fixtures and high energy-efficiency equipment. The store was built using many recyclable and locally-sourced materials.

“We’re passionate about the communities we serve. We demonstrate that passion first by bringing an eco-friendly store,” said Krause. “And, second, by giving back. We donate 10% of our profits to educational and charitable causes every year.”

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Although the first official day of summer isn’t until June 21, 7-Eleven is kicking off the Slurpee season when most people arguably go into summertime mode— Memorial Day weekend.

The convenience retailer’s #Awesummer Summer Slurpee Days officially begins Memorial Day weekend—with a 49-cent medium-size Slurpee drink deal that is available at participating 7-Eleven stores Friday through Monday, May 24-27, during which any medium Slurpee drink will be just 49 cents.

Actress Ashley Benson of ABC’s hit TV show “Pretty Little Liars” and surprise indie box office hit “Spring Breakers,” appeared at a Los Angeles 7-Eleven store to take the ceremonial first summer Slurpee sip.

After that inaugural slurp, Benson set her cup down on a machine that precipitated a chain reaction ultimately raising a colorful banner officially opening the 2013 Slurpee Season.

The Slurpee flavor Benson chose for her inaugural sip? The new Slurpee Lite Sugar Free Sprite flavor was her pick. “I love Slurpees,” said Benson. “Slurpee Lite is so delicious and since it has fewer calories I can drink them more often. All summer long!”

Sweetened with Splenda (sucralose), an eight-fluid ounce serving of the Slurpee Lite Sprite drink contains only 20 calories and is caffeine-free. Introduced this month, the new low-calorie flavor is accompanied on the Slurpee machine by the new, refreshing—Fanta Oddball Orange flavor, oddball because of its kumquat flavor twist. All the featured summer flavors were created by The Coca-Cola Co. in coordination with its brands, Sprite and Fanta

Regular Slurpee Fanta Wild Cherry flavor has 70 calories per eight fluid ounces  (240ml), while Slurpee Lite Sugar Free Sprite flavor has 20 calories and eight grams of carbohydrates per eight fluid ounces (240ml).

“This is the first time 7-Eleven has celebrated Memorial Day weekend with a special offer on Slurpee all weekend long,” said Laura Gordon, 7-Eleven vice president of brand innovation. “Memorial Day weekend is four days long at 7-Eleven and four days of flavors. So whether it’s trying our three new awesome summer, or ‘#Awesummer,’ flavors or grabbing an long-time favorite like Coca-Cola or Fanta Wild Cherry, everyone can celebrate summer’s first holiday with a 49-cent medium Slurpee drink.”

Those who haven’t downloaded 7-Eleven’s smartphone app (available via the App Store or Google Play) might want to do so to take advantage of #Awesummer mobile coupons for free and on value offers, treats and eats all summer long. Each week through Labor Day, exclusive coupons for goodies, like free Slurpee drinks and free Snickers Ice Cream Bars as well as other special offers, will appear on the 7-Eleven app.  The free products are available at participating stores, while supplies last.

To receive a link to download the 7-Eleven app, users with iPhone (iOS— and Android-powered phones can text APP to 711711. 7-Eleven fans can also receive twice-a-month text notifications of special offers by texting DEALS to 711711.

“We expect to offer more than 30 coupons for free merchandise plus lots of additional value offers on our most popular products,” Gordon said. “The app is free, so the return on investment is, shall we say, ‘#Awesummer.’”

Like last year, the retailer has chosen again to unveil all its summer Slurpee flavors in one fell swoop. Slurpee fans can mark their calendars so they can be first in line when each featured flavor hits 7-Eleven stores. In addition to popular everyday flavors, the Slurpee summer flavor line-up includes:

    May 18 – June 23:     Slurpee Lite Sugar Free Sprite flavor

                                            Slurpee Fanta Oddball Orange flavor

    June 24 – Sept. 3:      Slurpee Lite Sugar Free Fanta Mango Lemonade flavor

                                            Slurpee Fanta Strawberry Lemonshade flavor

Later this summer, 7-Eleven will reveal plans to celebrate 7-Eleven Day and the company’s 86th birthday.

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These new notes have been registered under the Securities Act of 1933, as amended (the “Act”), for an equal aggregate principal amount of its outstanding 8.375% Senior Notes due 2020 (old notes), which were not registered under the Act.

The Exchange Offer expired at 5 p.m., New York City time, on May 23, 2013.

U.S. Bank National Association, acting as exchange agent for the exchange offer, advised The Pantry that all of the $250,000,000 aggregate principal amount of the old notes have been validly tendered for exchange. The Pantry accepted all of the old notes tendered for exchange.

The terms of the new notes are substantially identical to the terms of the old notes issued in August 2012, except that the new notes have been registered under the Act and are not subject to the restrictions on transfer or provisions relating to additional interest applicable to the old notes.

The new notes evidence the same debt as the old notes they replace and are issued under and entitled to the benefits of the indenture that governs the old notes.

Headquartered in Cary, N.C., The Pantry operates 1,567 stores in 13 states under select banners, including Kangaroo Express, its primary operating banner.

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As Moore, Oklahoma, and the surrounding communities struggle to recover from the devastation caused by the tornado on May 20, AdvancePierre Foods—a supplier of value-added protein and handheld convenience meal items—is helping the relief efforts.

This week, the company donated more than 175,000 servings of burgers, meatballs, breakfast sandwiches, Philly-style steaks, peanut butter and jelly snacks and chicken strips to the Regional Food Bank of Oklahoma and The Salvation Army. The company also gave $10,000 to the American Red Cross to aid the recovery work and will match associate donations up to an additional $15,000.

“Oklahoma is home to more than 1,600 AdvancePierre associates in our Edmond and Enid offices and plants and our hearts go out to those who were impacted by this devastating storm,” said Bill Toler, president and CEO of AdvancePierre Foods. “We are grateful for the tireless efforts of the first responders and the critical services provided by agencies such as The Salvation Army, American Red Cross and the Regional Food Bank of Oklahoma. We are committed to doing all we can to support their work to help those individuals and families who have lost so much.”

In addition to the product and financial donations, the company is gathering donations of material goods and other supplies to deliver to the Red Cross. A team of AdvancePierre associates will also travel to Moore in the coming weeks to help with the clean-up efforts.

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By John Lofstock, Editor

Hundreds of Phillips 66, Conoco and 76-branded marketers descended on Las Vegas this week for the Phillips 66 2013 Marketing Conference & Trade Show.

The theme of the conference is New Energy, New Possibilities, which celebrates the establishment and spirit of the new Phillips 66. ConocoPhillips spun off its downstream assets to form Phillips 66 last April. Today, the Phillips 66 retail network spans some 7,000 stores under the Phillips 66, Conoco and 76 brands and it operates 15 refineries with a crude oil capacity of 2.2 million barrels per day

Attendees yesterday heard from a host of Phillips 66 leaders about the direction of the company, trends in the industry and plans for mutual growth. Marketers also had the opportunity to learn from subject matter experts on how to optimize their businesses and boost their bottom lines with a variety of breakout sessions that focused on key areas such as alternative fuels, loyalty programs, fleet management, attracting new customers and how to compete effectively with big-box operators.

In addition, the trade show featured a packed exhibit hall with nearly 100 technology, fuel, operations and foodservice suppliers.

As retailers look to drive traffic to the convenience store, Phillips 66 CEO Greg Garland told attendees that a loyalty program can help tilt the playing field in their favor. Loyalty programs are increasingly influencing where consumers purchase fuel, how much they spend and which brands they purchase. To assist Phillips 66, Conoco and 76-branded marketers in their efforts to drive sales and grow customer visits, Phillips 66 has partnered with KickBack Rewards Systems to build brand loyalty across its entire network of stores.

Phillips 66 joined the Kickback Points Coalition Loyalty Program in 2011. This program offer Phillips 66, Conoco and 76-branded retailers a turnkey and cost effective loyalty solution. Participating consumers can earn and redeem points instantly for fuel and merchandise purchases at participating Phillips 66, Conoco and 76-branded sites as well as other participating coalition sites.

KickBack’s innovative solutions are currently deployed in nearly 1,000 Phillips 66,Conoco and 76-branded sites. KickBack’s unique approach to loyalty marketing quickly provided results for these stores which includes marketing, payment technology, forming coalitions, customer relationship management through using transaction data more effectively and even social media integration.

“Getting a better understanding of customers’ habits while purchasing their individual values and preferences will lead to the differentiation increased ticket averages and frequency and overall sales lift,” said Pat Lewis, CEO of KickBack Rewards Systems.

Furthermore, when this loyalty sales data is collected and analyzed, it can yield analytics and metrics to provide a better understanding of customer shopping habits, best-selling products and seasonal favorites creating exciting growth opportunities.

The conference continues today with sessions on The Politics of Fuel, Optimizing Pricing, Effective Brand Imaging and much more.

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The Pantry Inc. announced that Boris Zelmanovich is joining the executive leadership team as senior vice president and chief merchandising officer.

Zelmanovich joins The Pantry from Big Lots effective June 3 and will lead merchandising. He served as vice president of merchandising strategy at Big Lots, an international value store chain with 1,500 stores in the U.S. and Canada. Zelmanovich was responsible for the development of strategic merchandising plans and repositioning the merchandising portfolio to drive market differentiation.

Prior to Big Lots, Zelmanovich held various vice president positions in merchandising at Family Dollar where he was responsible for food, beverage, candy, general merchandise and household products categories. He has additional experience in supply chain management, management consulting and running his own business.

“Boris is a proven leader who possesses a depth of merchandising experience,” said The Pantry’s Chief Executive Officer Dennis Hatchell. “He has a track record of growing sales, gross margin and market share.”

Zelmanovich earned his bachelor’s of science degree in Logistics & Transportation / Marketing and his MBA in Supply Chain Management & Information Technology from the University of Tennessee.

The Pantry operates 1,567 stores in 13 states under select banners, including its primary operating banner Kangaroo Express.

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The 2013 Sweets and Snacks Expo, presented by the National Confectioners Association (NCA) took place in Chicago at McCormick Place May 21-23.

The show brought together more than 15,000 manufacturers, buyers and industry leaders from 70 countries. More than 600 companies debuted treats, and more than 150 businesses displayed candy or snacks for the first time. The 2013 Expo marked the largest in both floor size and number of exhibitor’s in the show’s history.

New and unusual spices and flavors, comfort foods, and little tastes emerged as the 2013 trends to meet the ever-evolving appetites of consumers.

“In 2013, confectionery and snacks are spicing up life,” said Larry Graham, president of the National Confectioners Association. “We’ve seen tangy flavors in sweets and snacks before, but the variations are becoming more daring each year. Consumers are excited by new flavors and formulas, and the confectionery and snack industries have obliged. We’re looking across borders and cultures for inspiration, we’re borrowing flavors historically not found in the category, and we’re taking consumers along for a wild and satisfying ride.”

 Top Consumer Snack Trends 2013:

Feeling Hot, Hot, Hot— Chipotle, picante and jalapeño – consumers can’t get enough spice when it comes to candy and snacks this year. Candy and chocolate products like American Gourmet Group’s Chipotle Dark Chocolate Bar, Seth Greenberg’s Authentic Southwest Jalapeno Crunch from Brownie Crunch or Jelly Belly Candy Company’s Tabasco-flavored Jelly Belly jelly beans combine the tastes of sweet and spicy. Snack foods often take a more traditionally spicy route as seen in products like Rocky Mountain Popcorn’s Chile Picante Poplets and Perky Jerky’s Hot and Bothered Turkey Jerky.

Get Comfy— Comfort foods have taken over the food industry in recent years, with traditional offerings becoming more innovative. This trend toward comfort has invaded the candy and snack categories combining comfort foods like honey and cake with more traditional items. Hammond’s Milk Chocolate Red Velvet Bar from Hammond’s Candies, Ardené Cookies’ Butterscotch Peanut Butter cookies, Bobi Bee Sweet USA’s Bobi Bee Manuka Honey Sweet Treat and Haute Buttered Rum Brittle from Too Haute Cowgirls Popcorn Confections are all sure to leave you feeling warm and cozy inside.

Bits and Bites—When you want just a small taste of chocolate or your favorite snack, nothing else will do. This year, a bounty of bites hit the market with products like Perfetti Van Melle USA’s Airheads Bites in fruit and berry flavors, barkTHINS snacking chocolate from Ripple Brand Collective, Bonomo Chocolate Covered Vanilla Nibbles from The Warrell Corporation, The Hershey Company’s Kit Kat Minis, and Starburst Minis from Wm. Wrigley Jr. Company. Mars Chocolate North America is introducing SNICKERS Bites and MILKY WAY Bites.

Everything Old Is New Again—Candy makers in particular love to put a new spin on classic products. Fun and novel Ring Pops get a new life in Bazooka Candy Brand’s Ring Pop Gummies, traditional marshmallows are re-invented with Campfire Marshmallow’s Mallow Bursts in flavors like key lime and lemon meringue, candy corn takes on all new form and function in the Charms Company’s new Candy Corn Pops, and even Just Born’s Marshmallow Peeps got in the act with bubblegum and birthday cake flavors.

Alternatreats—Nontraditional ingredients have increasingly found their way into the confectionery and snack aisles, taking advantage of global tastes and expanding palates. Products like Flamous Brand’s Sprouted Mulitgrain Zatar Chips, I Heart Keenwah’s Chocolate Sea Salt Quinoa Clusters, Love Your Health’s soynut, pumpkin seeds and cranberry Soy Mix, and Rickland Orchard’s Greek on the Go! Mango Granola Bites made with Greek yogurt encourage consumers to think ‘outside the bag’ when it comes to snacking.

Decidedly Decadent —Treat yourself to the rich and decadent tastes coming out of this year’s Sweets & Snacks Expo with products ranging from those that are a feast for the eyes like Cosijns Chocolatier’s Sushi Dessert Garden Party to candies that will bring back memories of childhood campfires like Russell Stover’s S’more Big Bite Bar to treats that will allow you to indulge in new tastes like DOVE Chocolate’s new Cookies and Crème and Mint and Dark Chocolate Swirl bars.

Tantalizing Tastes—Candy and snack makers let their imaginations run wild when it comes to developing new flavors for treats. This year, consumers can expect to indulge in a huge variety of taste sensations including Van Holten’s Big Papa Dill Pickle Popcorn, BLK Corporation’s Caoni Milk Chocolate with Passion Fruit and Torie and Howard’s Organic Hard Candy in flavors like D’Anjou Pear and Cinnamon and Pink Grapefruit and Tupelo Honey.

* Product examples from among those submitted for NCA’s Most Innovative New Product Awards

State of the Industry

    The confectionery industry contributes $33 billion+ to U.S. retail sales and employs more than 70,000 workers.

    Confectionery retail sales have grown steadily since 2007, increasing from $27.4 billion to $32.8 billion in 2012+.

    Major holidays like Valentine’s Day, Easter, Halloween and Christmas/Hanukkah generate more than $7 billion+ in seasonal sale items.

    Confectionery (chocolate, candy and gum) ranks as the fourth largest product category in overall food sales.*

Snacks also contribute impressively to the U.S. economy:

    Total sweet and savory snacks, including chips, cookies, snack bar and nuts, contribute $40 billion to U.S. retail sales.~

    Sweet and savory snacks sales have increased 22.6% since 2007, climbing from $32.7 billion to $40.1 billion in 2012.~

    The biggest holiday driver for snack sales differs from confectionery with events like the Super Bowl taking the top spot. Some 46% of consumers report indulging in salty snacks for the big game.^

Dollar sales are climbing across the board for candy and snacks*:

(Dollar sales change 2012 v 2011)

Snack Nuts / Seeds / Corn Nuts              +10.9%

Snack / Granola Bars               +6.9%

Crackers:                  +6.7%

Non Chocolate Candy               +5.8%

Cookies                  +4.9%

Salty Snacks               +4.2%

Chocolate Candy               +4.1%

Sources:

+ NCA estimates, 2013

* IRI data, 2013

~Euromonitor, 2013

^ Nielsen, 2013

2012 Product Launches

Candy and snack items accounted for 26% of all new CPG introductions in the past year. In 2012, thousands of new confectionery and snack products debuted to meet consumer demand. These included:

  •  765 new confectionery products:

        Chocolate: 423

        Sugar Confectionery (non-chocolate): 302

        Gum: 40

    • 2,183 new snack, cookie and cracker products:
        Cookies: 310

        Crackers: 188

        Potato chips: 283

        Popcorn: 102

        Nuts and seeds: 178

        Cereal bars: 451

        Other savory snacks (pretzels, tortilla chips, puffed snacks, fruit snacks, meat snacks, etc.): 522

        Processed Snacks (tortilla chips, corn chips, other non-potato chips): 149 

Source: Datamonitor Consumer’s Product Launch Analytics online database of new U.S. products SKUs 2012.

Consumers and Snacking

    • 32% of consumers like to eat candy and other snacks that add excitement to the daily diet.*

    • 27% of consumers feel gourmet products are worth paying extra for.*

    • 49% of consumers look for confectionery and snacks that appeal to multiple people in the household.*

    • Snackers are loyal people with 79% of consumers saying they usually seek out their favorite candy and snacks brands and 43% noting that these brands are often the ones they loved as children.+

    • 50% of after-dinner snackers say they chose items that “delight” them.+

Sources:

* IRI

+ The Hartman Group

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The National Retail Federation announced it will formally oppose a proposed settlement of a federal antitrust lawsuit over credit card swipe fees charged by Visa and MasterCard, and urged retailers to carefully consider their own decisions before next week’s deadline set by the court.

“The proposed settlement does nothing to bring swipe fees under control and would give Visa and MasterCard a legal blessing to continue their abuse of merchants and consumers indefinitely,” NRF Senior Vice President and General Counsel Mallory Duncan said. “No settlement at all would be better than this one-sided ‘agreement’ written by the card companies for the card companies that would tie retailers’ hands for decades to come.”

While many retailers have already filed paperwork with the U.S. District Court in Brooklyn, N.Y., opposing the settlement, many small retailers have yet to act because they lack the legal expertise and resources to fully assess the complicated proposal.

Retailers who oppose the plan have until May 28 to say whether they will opt out of the money offered and accompanying restrictions on future legal action, object to proposed injunctive relief that comes with additional restrictions, or—as NRF plans —do both. Under the class action terms of the proposed agreement, retailers who do not opt out by the deadline will automatically be considered to have accepted the settlement and will give up the right to file future lawsuits over the fees and other restrictive rules.

NRF opposes the settlement because it fails to reform the price-fixing system under which Visa and MasterCard set the schedule of swipe fees followed by the thousands of banks that issue their credit cards, or to introduce transparency that would lead to competition to lower the fees. Rather than lowering the fees, the card companies have proposed that the fees be passed along to consumers in the form of a surcharge, even though most major retailers have rejected surcharges as the opposite of what they have sought during the years-long fight over swipe fees.

Retailers who do not opt out—and thereby become fully bound by the restrictions of the agreement—will be eligible for a share of $7.25 billion. But the figure amounts to less than three months’ worth of swipe fee charges, and the small retailers hit hardest by the fees would give up their rights for as little as a few hundred dollars.

The suit was brought in 2005 by 19 trade associations and individual retail companies, but a majority—including all six trade associations—rejected the settlement when it was proposed last summer. NRF, like most retailers, is not a party to the lawsuit, but has led the retail industry’s opposition to the settlement because NRF member companies would be dragged into its terms as part of the class action.

Averaging about 2%, swipe fees are a percentage of the transaction taken by banks each time a consumer swipes a credit card to pay for a purchase, and total about $30 billion a year nationwide. The fees have tripled over the past decade, and drive prices up for the average household by more than $250 per year.

As the world’s largest retail trade association and the voice of retail worldwide, NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad.

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