Consumers have raised their expectations for food options at convenience stores, according to the results of a survey conducted last month by global industrial technology company Vontier, Raleigh, North Carolina.
In food-related highlights from the survey, among those who buy snacks, meals or restaurant food from c-stores:
- 71% would like hot prepared foods in a convenience store
- 55% would like made-to-order meals in a c-store
- 44% would like fresh produce in a c-store
In what Vontier calls “a show of changing consumer behavior, tastes and expectations,” among those who buy snacks or meals from c-stores:
- 62% have gone to a c-store specifically for food
- 33% go to c-stores for hot, fresh restaurant-style food
- 47% have chosen c-store food over other nearby options—and men were 37% more likely than women to say this
- 25% have ordered food from a c-store through a delivery service
Skewing Younger
The data also reveals the increased likelihood of young consumers shopping at c-stores, with those in Gen Z:
- 30% more likely than average to visit c-stores for meals
- 13% more likely than average to visit c-stores for snacks
- 107% more likely than baby boomers to have ordered c-store food through a delivery service
The survey also found that 91% of respondents appreciate it when a c-store has fresh food options.
The survey also touched on paying the price for convenience, with 57% willing to pay a markup for products at a c-store if it meant having to make only one stop. Specifically:
On average, shoppers said they would pay:
- An 11% markup on both meals and over-the-counter medications if it meant having to make only one stop
- 10% more on snacks if it meant having to make only one stop
- 9% more on household essentials if it meant having to make only one stop
“This willingness to pay a premium for convenience is particularly interesting in light of ongoing concerns about rising food prices and the cost of basic goods and services in the U.S.,” Vontier said. “The survey suggests that while price remains a factor, consumers increasingly value the time-saving benefits of convenience stores.
“With half of Americans visiting convenience stores at least once a week, this willingness to pay more for convenience is not just a vacation road-trip splurge but a purchasing decision that’s being made frequently,” the company continued.
Mark Morelli, president and CEO at Vontier, said the landscape of c-stores is undergoing a significant transformation.
“Our research underscores the growing consumer demand for convenience and efficiency like mobile ordering in their day-to-day lives,” he said. “New technologies and services are raising the bar on the convenience-store experience, making it more than a stop on the journey but a destination in itself for everything from an amazing meal and a car wash to EV charging.”
The Vontier survey was conducted June 4 to 6 with 95% confidence and a margin of error of plus/minus 4%.
Vontier, which works with c-store chains including 7-Eleven, Circle K, Wawa, Buc-ee's and Speedway, unites productivity, automation and multi-energy technologies to meet the needs of a rapidly evolving, more connected mobility ecosystem, it said. Vontier is the parent company of Greensboro, North Carolina-based fueling dispenser and solutions company Gilbarco Veeder-Root and open-platform retailing and payment hardware and software firm Invenco.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.