Although c-stores carry their own branded products, co-branding can provide an extra push to drive business.

By Amber Koontz, Editorial Intern

Many convenience stores are opting to co-brand with established restaurants in order to attract customers who would normally look elsewhere for food.

Co-branding with a known brand will help win the trust of customers, who will know to expect quality from the recognizable brand. It can also be much less expensive, and easier, than developing and marketing a proprietary program.

Co-branding appeals to a wide range of customers of all ages. When c-stores co-brand consumers know that they will be able to find healthful options as well as indulgent ones.  Quick-service restaurants, which many c-stores decide to co-brand with, also offer consumers the option to sit and relax while having a meal, as well as the ability to grab food quickly and continue with their busy schedules.

Although co-branding can be a good business strategy, it is crucial that you choose your partners wisely and you match the brand to the market. Not every brand is right for every market area. If you are looking to cater to on the go customers, it may be beneficial to co-brand with a company that is capable of providing a drive-through option. If you want to be a destination store, maybe co-brand with a company that creates an atmosphere that will put customers at ease and allow them to relax. It is important to have an understanding of the market that your c-store must cater to before choosing a brand to partner with.

The last point to consider when choosing a company to partner with is whether joining with this company will promote the proprietary programs of your store, if you offer them. The purpose of co-branding is to enhance the already established programs of your own store. If you wish to extend the grab-and-go features of your store, you will want to co-brand with a company that values speed in the same way you do. If atmosphere is an important part of your store, it is important that your partner cohere with the style of your store. You want your businesses to fit together, not to be two completely separate entities sharing a single space.