Overview
- 4 large-format locations
- Region: Upper Midwest
- Taiga Customer Since: March 2024
- Focus Areas: Cross-system sales visibility, market basket insights, fuel-to-food conversions
Challenge:
Coffee Cup leadership wanted to understand what was driving both inside and outside sales across its travel plazas.
- Fragmented data systems: Sales data from fuel, food service (Caribou, Pizza Hut, Cinnabon), and inside retail was siloed across multiple systems
- Manual data aggregation: Teams were combining metrics by hand in spreadsheets
- No clear view of cross-category conversion: They couldn’t easily track how fuel customers were converting into inside-store or foodservice buyers
“Individually, the kiosk data didn’t tell much of the picture… we were manually dumping it into spreadsheets.”
– Chris Heinz, VP, Coffee Cup Travel Plazas
Solution
Coffee Cup implemented Taiga to bring multiple data streams into one unified, real-time platform:
- Integrated POS systems (Toast, PosiTouch, Verifone) alongside back office systems
- Built sales tracking dashboards show sales across fuel, c-store, and foodservice
- Tracked inside-outside and cross-POS conversions to understand total basket behavior
- Laid the foundation for store manager access, creating a roadmap for expanding insights beyond the C-suite
Result
- Eliminated manual spreadsheets and delivered real-time insights directly to decision-makers
- Gained a clear view of cross-category sales drivers, enabling more strategic promotions and pricing
- Prepared the business for a manager-level rollout, empowering store teams to make faster, data-backed choices and improve profit margins
“We can finally see what’s driving customers to cross over between fuel, food, and retail—and we’re building strategies off of it.”
Chris Heinz, VP, Coffee Cup Travel Plazas
