C-stores are defined by their convenience, but the pandemic changed the definition of convenience itself and operators must respond to new consumer expectations. 

With these adaptations has come improved perceptions of c-stores overall, especially with their variety of foodservice offerings. 

Find out more about the items c-store operators are menuing and how craveability is driving impulse purchasing. Also learn how inflation is impacting both c-store consumers and operators alike, but rest assured knowing that solid margins for F&B will continue to help drive profits for the segment.

A Turning Tide for C-Stores

Despite the historical stigma c-store foodservice has faced, perceptions are improving.

From the number of offerings available, their quality, freshness, or just general store cleanliness, consumers have noticed improvements at c-stores. Six times as many consumers see variety improving as getting worse, according to Datassential’s 2023 C-Store Keynote report. 

The one notable exception to the positive gains is with prices – likely driven by overall inflation. To keep the hot dog rolling, operators can look towards increasing their customizable offerings to satisfy consumer wants – an easy way to increase variety without having to add items to their menu. Some of the segments biggest sellers lend themselves to customization, such as sandwiches, pizza, burritos, and tacos.

Another possibility would be to partner with a franchise brand to open a restaurant within the store, allowing them to supply the menu, training staff, and providing those customizable offerings that would draw consumers in for more.

Need to Need It 

Consumers go into a c-store knowing what they are looking for, but nearly half walk out having bought additional items along with what they had in mind or other items entirely. This is partially due to c-store’s tapping into what consumers crave once in-store.

Although most consumers buy what they had planned on purchasing, some get distracted by other enticing offers that catch their eye – the key here is catching their eye. Signage outside stores, marketing, loyalty programs, and other promotions can serve to improve menu awareness and drive further foodservice sales.

Impulse Buys Drive Purchases

Consumers might be at a c-store solely to get gas but then notice coffee offerings or that sandwich in the cooler and decide they might as well get a snack too – that’s when impulse purchases occur, consumers don’t realize they wanted something until they see it.

Patrons usually see these items while walking around the store, displayed near the register, or due to eye-catching packaging. By increasing or improving these displays, signs, or packaging, c-stores can draw in more impulse purchasers and continue these add-ons to build check averages and increase sales.

Stephen Davis is Research & Insights Manager at Datassential. 

This report, the C-Store Keynote, is available only to subscribers, who can find this and hundreds of other presentation-ready reports in Datassential’s vast research and insights library. For more information or to become a subscriber, reach out here. 

Click here to read how convenience stores got their start in the U.S., and more about what consumers want from them now. 

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