The conversation in the convenience store industry about technology implementation and experimentation inevitably leads to one hot-button phrase: artificial intelligence (AI). And c-stores nationwide are determining how they can best mold AI for their specific goals.
Casey’s, with 2,900 stores in 20 states, had two goals: educate customers on the chain’s new Darn Good Coffee lineup and increase interaction with and delight customers. Limited-time feature Darn-ell gave the Midwestern chain exactly that.
CStore Decisions is recognizing Casey’s with a Tech Innovation Award for its originality with Darn-ell and success in digitally relating with customers while promoting a new launch.
Darn-ell
“We partnered with our creative agency to leverage the latest in technology to create Darn-ell, an AI chatbot that served up personalized, playful roasts and coffee recommendations to help guests have some fun and learn about our new Darn Good Coffee lineup,” said Katie Petru, director of communications and community, Casey’s. “We wanted Darn-ell to have a humorous and charming personality that mirrors the typical experience our guests have in-store.”
The idea for the chatbot came about through the Midwestern kindness of Casey’s local team members. Casey’s considered how AI could bring “unexpected goodness” to customers digitally.
“Our guests could interact with Darn-ell at darngoodroast.com and ask him to roast anyone in their lives — whether it was a friend, spouse, co-worker, even themselves,” said Petru.
Darn-ell’s roasts tied into the blends from the chain’s Darn Good Coffee lineup, which included flavors such as the traditional Casey’s Country medium roast, the Rooster’s Call high-caffeine option and Salted Caramel Toffee.
This way, customers were able to learn more about the coffee in a unique, engaging way.
When Darn-ell generated the roast, customers could share it to social media.
Beyond this interaction, customers had the opportunity to snag rewards via Darn-ell. The chatbot randomly shared redemption codes for free coffee every day. Also, once customers entered their email address after generating a roast, they were entered to win Darn Good Coffee for free for a year.
“Our team received an abundance of positive feedback about Darn-ell while also seeing stronger sales for our Darn Good Coffee,” Petru said. “Our team will continue to explore ways to use AI capabilities to bring Casey’s offerings to life.”
Of course, Darn-ell had to be educated first. A language model taught the AI chatbot about the Casey’s brand, tone and personality. It also needed to learn the new Darn Good Coffee options and tried-and-true Midwestern phrases.
Darn-ell needed to undergo multiple rounds of testing to ensure it would be an enjoyable and seamless experience for customers.
“Casey’s guests have a great sense of humor and take pride in the Midwestern charm that resonates across our footprint, so we wanted to program Darn-ell to match our guests’ personalities and personalize the Casey’s experience for them while finding a coffee blend that best meets their needs,” said Petru.
Darn-ell’s roasts touched on a number of subjects. Family roasts were most popular at almost 1,000 entries, and colleague roasts came in second place. Many customers also asked Darn-ell to roast themselves.
Husbands were roasted 46% more than wives, Petru revealed, with cats being roasted 11% more than dogs. Around 1,500 of the roasts featured coffee jokes, caffeine dependence often the subject.
Also, sports roasts were popular among entries, particularly Iowa Hawkeyes basketball.
“It’s one way we’re showing we’re not a typical gas station. We love delivering the friendly service, delicious products and sense of Midwestern humor we’re known for — even in a digital format,” said Petru.
Darn-ell’s voice was inspired by the Midwestern humor of the brand’s region. Casey’s wanted it to mirror the experience guests have in-store.
Future-Forward Mindset
Darn-ell’s tone was created based on Casey’s “It’s Not Crazy, It’s Casey’s” brand platform, which was developed after several rounds of market research and insights gleaned through customer data.
The research was helpful because it allowed Casey’s to understand regulars and new customers as well as how the brand resonates with both audiences.
“It’s Not Crazy, It’s Casey’s” launched in spring 2024, with the launch campaign running in 58 local markets across broadcast, digital, streaming, social and owned channels. It aimed to promote the chain’s food options as a differentiator while showcasing Casey’s product innovation, personalized guest experience and friendly service.
“The platform emphasizes Casey’s accelerating food business. It also reinforces the surprising reality that consumers can get a delicious, freshly prepared meal along with the other daily products they love and need all while filling up their tank at a convenience store,” stated Petru.
Using the same method of gathering data-driven insights to spur future projects, Casey’s hopes to develop new digital proposals based on customer insights gathered from Darn-ell.
“While nothing is planned at the moment, we can promise future activations will continue to deliver unexpected goodness for all,” said Petru.
With Casey’s continuing to increase its footprint, the c-store chain will be able to gather further insights from customers in new regions. Last year, the chain expanded its Texas presence and entered three new states with the acquisition of CEFCO Convenience Stores: Alabama, Mississippi and Florida.
Undoubtedly, this growth will spur new ideas and creative uses for AI, bridging the Casey’s brand and a greater customer base through tech advancement.
