As an intermediate operator, you likely have some robust food offerings and have moved into custom-made sandwiches, salads and perhaps even hot foods. Your dispensed beverage programs are strong and perhaps even branded. So, how can you improve, enhance or expand your foodservice operation?

Financial and Facilities Considerations
Before expanding, conduct a thorough review of the competition, their customer traffic patterns, menus, price points, promotions and marketing. You should also carefully study your own foot traffic and sales volume by daypart to develop relevant menu offerings. And don't forget to tap into your loyal customer base and ask them what more they want from your foodservice programs. Avoid developing programs and menu items based on "gut feelings."

The Offering
Develop menu items that will appeal to your store's demographics and customer base. Know your customers, know your marketplace and don't expand beyond your competencies. Try to develop menu extensions that make efficient use of ingredients you may already have in your store, and develop signature items that customers can only find at your store.