Foxtrot CMO Carla Dunham discusses the brand's aggressive national expansion, aiming for 50 new locations and a nationwide delivery service. The episode highlights their strategy of differentiating through curated local products, a strong private label, and an increased focus on elevating the in-store cafe and food service experience. This approach positions Foxtrot as a premium convenience and grocery alternative.
Key takeaways
Foxtrot plans to open 50 new stores in the next two years, significantly expanding its physical footprint beyond Chicago, Dallas, and Washington D.C.
The company is launching 'Foxtrot Anywhere,' a national delivery program, to extend its reach beyond physical store locations.
Foxtrot is shifting its in-store strategy to emphasize its cafe and food service programs more aggressively, impacting new store formats and offerings.
A key differentiation strategy is the development of a strong private label, featuring products designed to stand alone in quality, moving beyond economy-priced unbranded items.
Foxtrot prioritizes product curation, focusing on local and high-quality items to appeal to consumers seeking a more elevated convenience store experience.
Convenience store startup Foxtrot is trying to become a national name.
Over the last few weeks, the company announced a series of expansion plans. For one, it plans to open 50 new locations over the next two years. Foxtrot is also launching a national delivery program called Foxtrot Anywhere. The retailer’s CMO Carla Dunham joined the Modern Retail podcast and spoke about the company’s big ambitions.
While Foxtrot is positioned as a quasi-convenience store, it tries to highlight the quality of its products and fast delivery. Each store features an assortment of local products and Dunham said curation and selection is about “an obsession with whatever is delicious and worth enjoying.”
Right now, the focus is on growing Foxtrot’s presence and getting more people aware of the stores. Currently, there are 13 stores in Chicago, Dallas and Washington, DC, and Foxtrot plans to have 18 in total open by the end of this year. As part of this expansion, the retailer is focusing less on convenience items and becoming more of a food service destination. “We’ve really been leaning into our cafe food program much more aggressively, and you’ll see that in our new store format,” Dunham said.
What’s more, Foxtrot has been actively building out its own private label -- which includes gummy snacks and ice cream. These products are less economy-priced unbranded items and more Foxtrot-specific delicacies. “The products that we’ve created can stand alone comfortably outside of our stores,” she said.
All that put together equals Dunham’s national expansion playbook. Now, the challenge is to get more people to notice.
What does this episode say about retail & omnichannel?
Foxtrot plans to open 50 new stores in the next two years, significantly expanding its physical footprint beyond Chicago, Dallas, and Washington D.C.
What does this episode say about brand & content?
The company is launching 'Foxtrot Anywhere,' a national delivery program, to extend its reach beyond physical store locations.
What does this episode say about dtc strategy?
Foxtrot is shifting its in-store strategy to emphasize its cafe and food service programs more aggressively, impacting new store formats and offerings.
What does this episode say about retail & omnichannel?
A key differentiation strategy is the development of a strong private label, featuring products designed to stand alone in quality, moving beyond economy-priced unbranded items.
What does this episode say about retail & omnichannel?
Foxtrot prioritizes product curation, focusing on local and high-quality items to appeal to consumers seeking a more elevated convenience store experience.
