Evolving Foodservice Strategies in Convenience Stores
The convenience store (c-store) industry is undergoing a significant transformation, with foodservice emerging as a critical component for staying competitive and meeting customer expectations.
The importance of foodservice varies widely across different c-store locations and customer demographics. Urban stores have different requirements compared to rural ones, and customer preferences can vary greatly. However, one thing remains clear: today's consumers expect some form of foodservice, whether it’s high-quality meals or simple snacks and beverages. Without a robust foodservice offering, many convenience stores may struggle to thrive.
Here are six key factors for success in c-store foodservice:
Catering to the Modern Consumer: Convenience remains essential, but modern consumers also demand healthier, freshly prepared options. They appreciate customizable products and high-quality grab-and-go items. Additionally, they favor technology that allows for convenient ordering and payment, and are willing to pay a premium for personalized experiences.
Adopting a Restaurant Mindset: Successful c-store foodservice programs need to operate with the same dedication to quality and service as restaurants. This means upholding high standards and ensuring consistent execution. C-stores should focus on attracting customers for their food and beverages first, with gas and other products being secondary attractions.
Meeting Evolving Expectations: Today's consumers are more discerning about their food and beverage choices, prioritizing quality, freshness, and health. There is also an increasing demand for ethnic and global flavors as the population becomes more diverse. Additionally, a seamless digital experience for ordering and payment is crucial to meet modern expectations.
Community Engagement for Loyalty: C-stores are now seen as destinations rather than just convenient stops. Engaging with the local community through events and support helps build customer loyalty. However, maintaining this loyalty requires consistently high-quality food and beverages and excellent hospitality.
Driving and Retaining Traffic: To boost traffic, c-store foodservice operators must ensure consistent product quality and availability. Menus and limited-time offers should be designed for easy, reliable execution by staff. Consumers expect their favorite items to be available and prepared to the same standard every time.
Balancing Revenue and Costs: Growth must be profitable. While loss leaders can drive revenue, promotions should be compelling, offer good value, and be more profitable than standard menu items. Achieving this balance requires creativity and a deep understanding of customer preferences, as well as strong engagement with foodservice staff.
By focusing on these six factors, convenience stores can successfully navigate the evolving landscape and meet the changing demands of their customers.
