Twice Daily Drives 225% Growth with Paytronix

Tri-Star Energy owns and operates more than 200 convenience stores and supplies fuel to wholesale trade channels in 17 states. It’s main c-store chain is Twice Daily, but the Nashville, Tenn., company’s other c-store banners include Sudden Service, Southern Traders, Little General, and Maverick Quick Shop.

Tri-Star also owns 20 White Bison Coffee shops throughout Tennessee and Alabama and supplies fuel to retail dealers in Tennessee, Kentucky, Georgia, North Carolina, Florida, and Alabama.

Tri-Star, which will mark the 25th anniversary of its founding next year, was preparing to launch made-to-order food offerings at stores under the Twice Daily and White Bison banners. Twice Daily features customizable hot and fresh breakfast, lunch, dinner, snacks, and bakery offerings throughout the day.

“At Twice Daily and White Bison, our focus is on conveniently delivering quality food and beverages,” recalls Jackson Tolk, loyalty and mobile app manager at Tri-Star Energy.

White Bison visitors have been able to order their daily coffee ahead of arriving at the store for some time, and that capability was also being expanded to Twice Daily outlets.

“Twice Daily’s proprietary food service offering is a focused differentiator. We want people to know that they can get quality food from Twice Daily that’s on the same level as [quick-service restaurant] options,” Tolk says.

To accomplish that, Twice Daily needed a branded mobile app with online ordering. Paytronix, a provider of guest engagement solutions for restaurants and convenience stores, helped deliver on the digital front.

Paytronix had been powering the two store brands’ loyalty programs, so the company was a natural fit for the expansion. Paytronix built a customized, branded mobile app for Twice Daily that makes its made-to-order items available for customers on the go. Then, Twice Daily integrated Paytronix Loyalty with Online Ordering to turn first-time customers into repeat guests.

The Twice Daily and White Bison Rewards, Loyalty, and Online Ordering apps also make it easier for store patrons to receive special offers, track rewards, or order everything from coffee and bakery goods to fresh-made sandwiches and burritos.

“Especially with the 2023 launch of made-to-order food in our stores, online ordering through Paytronix has provided easy menu management and customization while providing a smooth experience for guests,” Tolk says.

Since implementing the additional Paytronix technology, Twice Daily increased sales dollars by 225 percent. The powerful combination of loyalty and online ordering has increased the value and frequency of most purchases.

“Paytronix Loyalty has helped us deliver targeted offers that meet our guests’ needs. Linking online ordering with loyalty makes the whole buying process seamless and has substantially helped increase sales,” Tolk reports.

In 2023, the retailer also saw a 55 percent monthly lift in orders, with Tolk saying that the online ordering program enables Twice Daily to meet customers where they are, creating additional purchase occasions.

The retailer also saw a 95 percent increase in unique customers, as the order-ahead capability continues to attract new customers in the name of convenience.

Paytronix’s loyalty programs, online ordering, gift cards, branded mobile applications, and strategic insights fuel more than 1,800 leading restaurant and convenience store brands, and it sees Twice Daily as being ahead of the curve.

“Down the road, people will buy everything on their phones, and if convenience stores haven’t prepared, they’ll wish they had,” says Jeff Hoover, director of c-store strategy and analytics at Paytronix. “Brands like Twice Daily are discovering that the attachment rate with loyalty for online ordering is extremely high. Most people will opt-in, even if it’s just to have their order remembered for the next time or if there’s a free product available for ordering online through the loyalty program. But it’s not so much about loyalty. It’s just about being connected and knowing as many of your customers and as much about them as you can fairly.”

The Payoff

Throughout 2023 following its implementation of the Paytronix mobile app and other technologies, Twice Daily saw these results:

• a 225 percent increase in sales dollars;
• a 55 percent monthly lift in orders; and
• a 95 percent increase in unique new customers.