Convenience stores have always been fast and efficient options for consumers to grab whatever they need, from windshield wiper fluid to sandwiches. In today's marketplace, though, convenience isn't the only thing that c-stores are good at. In today's landscape, they're becoming larger and offering more items to appeal to a shifting consumer base with brand impressions that can border on cultish. Everything from the quality of the items sold to the store layout is getting a makeover.
If you look at a cross-section of food items offered in convenience stores of the past, almost everything would have high amounts of fat, salt, and sugar. Hot food was almost always non-existent or low-quality, and cold food options were usually akin to frozen meals or microwaved burritos.
While there's nothing wrong with these offerings, modern consumers want more from their corner market. Hot foods are becoming increasingly higher in quality (some places offer made-to-order items), and it's not unusual to see an extensive collection of refrigerated, ready-to-eat dishes. The size of these stores is also increasing to accommodate broader selections.
Another important aspect of any c-store has always been caffeine, and in today's marketplace, coffee is becoming more premium with espresso-based beverages. Pots of black coffee are becoming a thing of the past, as some c-stores will feature coffee sales bordering on barista quality. Overall, the c-store experience is much more diverse and high-end than in decades past.
Yes, c-stores are shedding the "fast and unhealthy" stereotype, but what's driving this change? As with any consumer trend, there are multiple factors at play, including:
Customers are more knowledgeable about nutrition and careful about what they put into their bodies. While there's always room for a salty or sugary snack, guests want healthier options. Plus, customers are more likely to take advantage when healthy dishes are easy to grab (i.e., a turkey wrap or Caesar salad).
Although Millennials may need more money to buy a house, they use their funds to purchase food and beverages. Plus, with busy lifestyles becoming the norm, many customers are willing to buy pre-made food rather than get ingredients and cook at home.
Just as consumers want healthier options, they also wish for delicious food. Millennials and Gen Z customers are willing to pay more for a premium food experience. They seek out craveable items and want diverse tastes to satisfy those cravings.
With many drivers opting for e-vehicles, it's changing the foodservice landscape in today's c-stores. Ultimately, electric car drivers are required to spend more time at the charging station, which is an opportunity for c-store operators to capitalize on waiting consumers. This opens the door for a more extended type of foodservice such as fast casual or even full service dining.
The next step for operators is to ensure foods are presented in a high-quality fashion. In order to project quality, everything needs to reflect that goal. More is needed for high-end products to use alluring packaging and sales terms (i.e., artisan). The way these foods are presented also goes a long way toward fulfilling customer expectations. For example, a poke bowl would look appetizing if sold in a sleek and stylish cooler. It would look less appealing if the cooler looked old and worn down.
So, C-Store operators must pay attention to the equipment they use to display high-end products. Investing in heated display cases makes it easier for guests to grab what they want and feel good about what they're about to eat. The same holds for refrigerated items, especially drinks and pre-made cocktails.
With Federal's Italian Glass Series of foodservice display cases, C-Store operators can make big gains in their goals to present food items with an elegant, high-quality aesthetic that will ultimately increase sales.