Estimated reading time: 4 minutes
The countdown is officially over. As the World Cup rolls into town, host cities across the continent are preparing for a massive tidal wave of international foot traffic. Millions of fans from every corner of the globe are descending on our streets, looking for great soccer, unforgettable memories, and – crucially for us – convenience.
Here at Petrosoft, we do not just design technology for convenience stores and gas stations; we actually run them. With our 23 Market24 locations in Pittsburgh and in a host city of Philadelphia, we are right in the trenches with you. We know firsthand that the upcoming weeks will bring an unprecedented influx of new customers. If your forecourt and store are prepared, this is the ultimate opportunity to maximize your inside profit margins.
If you want to capitalize on this global event, you need to make sure your store speaks a universal language. Here are three critical tips from our Market24 playbooks to get your store world-class ready, plus an essential pro tip.
1. Clean, Clean, Clean: The Universal Standard
First impressions happen before a customer even walks through your front door. International travelers are navigating an entirely foreign environment, and a sparkling storefront acts as a beacon of comfort and quality.
- The Forecourt First: Keep the concrete around your pumps free of trash, oil spills, and debris. Ensure your windshield washing squeegees have clean water and fresh fluid.
- The Inside Standard: Bright lighting, clean floors, and pristine restrooms are non-negotiable. If a traveler walks into a clean store, their comfort levels instantly spike, prompting them to linger longer and purchase more high-margin items.
- Keep it Frictionless: Use SmartPOS® to make sure that once those customers find what they need, they can check out in seconds. Nothing kills the good vibes of a clean store faster than a frustratingly slow, chaotic line.
2. Elevate Your Hot Beverage Bar (And Think Outside the Coffee Cup)
Your morning and late-night rushes are about to double. While Americans run heavily on coffee, many of your new international guests come from deep-rooted tea cultures. If your beverage bar isn’t diversified, you are leaving major revenue on the table.
- The Golden Standard: Keep your coffee pots spotless, fully stocked, and offer a wide variety of creamers and sweeteners.
- The Tea Custom: Tea isn’t just a backup option for millions of people worldwide – it is a daily custom. Expand your hot beverage station to include high-quality black teas, green teas, and herbal options. Ensure you have plenty of hot water ready to pour.
- Streamline Ordering: If your store offers fresh foodservice alongside beverages, utilize a system like QwickServe™ so customers can easily customize their orders on a touchscreen without language barriers getting in the way.
3. Showcase Local Flavors and Unique Snacks
When people travel for a massive tournament, they want the full local experience. Travelers love trying regional snacks, sodas, and treats that they absolutely cannot get back home.
- Move Beyond the Basics: Don’t just stock standard national brands. Dedicate an endcap or a prominent display row to local favorites. (For our Philadelphia Market24 stores, this means proudly displaying local pretzels, regional potato chip brands, and unique East Coast candies).
- Track What Moves: Use CStoreOffice® to monitor your scan data at the item level. If a particular local snack explodes in popularity with the tourist crowd, your inventory system will flag it, allowing you to reorder automatically before you hit a costly stockout.
The Pro Tip: Advertise as a “Safe Place for Fans”
Traveling in a foreign country during a massive sporting event can be overwhelming. Stand out from the competition by using your external signage, window wraps, or digital boards to advertise your store as a Safe Place for World Cup Fans.
Train your staff to give quick directions, keep local emergency numbers handy, ensure your outdoor lighting is bright at all hours, and let fans know they can confidently stop in to recharge their phones, access Wi-Fi, or grab a safe ride. When you look out for the fans, they will reward you with their loyalty and their wallets.
Are Your Shelves Ready for the Kickoff?
An event of this scale only comes around once in a generation. By keeping your store immaculate, expanding your hot beverage menu, and introducing visitors to local flavors, you will turn transient soccer fans into high-margin victories for your business.
Lets get those registers ringing. Go team!
