The5For

Welcome back to The 5 For, your weekly dive into the convenience store industry’s most impactful news! In today’s fast-paced retail landscape, staying ahead of the curve is crucial. As a convenience store owner or operator, you’re constantly navigating changing consumer behaviors, supply chain challenges, and new opportunities.

Today, we’re cutting through the noise to bring you 5 key news items from Wednesday, June 4th, that should be on your radar. From shifting consumer priorities to critical food safety updates and exciting new revenue streams, these insights will help you make informed decisions, optimize your operations, and connect better with your customers. Let’s unpack what happened and what you should be doing about it!

1. Price vs. Values: Consumers Prioritize Value Amid Economic Uncertainty

A recent report from the Kearney Consumer Institute (KCI) reveals a significant shift in consumer priorities. Amid economic concerns and tariff discussions, 79% of U.S. consumers now prioritize value over a brand’s social values. While most consumers still believe brands should voice their values, and many have boycotted brands that don’t align with their own, the immediate financial impact is driving purchasing decisions. Buying local remains a top value consideration when consumers do take values into account.

Why It Matters to C-Store Owner/Operators: This is a critical insight for your pricing and marketing strategies. While your community involvement and ethical practices are important, the KCI report suggests that consumers are currently more sensitive to price and perceived value. This doesn’t mean abandoning your values, but it does mean ensuring your value proposition is clear and compelling.

Your Next Steps:

• Re-evaluate Your Pricing Strategy: Analyze your current pricing against competitors, especially on essential items. Look for opportunities to offer competitive pricing, bundles, or loyalty incentives that emphasize value.
• Highlight Value in Your Marketing: Shift your messaging to focus on the tangible benefits customers receive—convenience, speed, quality, and affordability. Use in-store signage and social media to showcase deals and promotions.
• Double Down on “Local”: Since “buying local” is still a priority for value-conscious consumers, emphasize local partnerships and products. Highlight locally sourced goods in your stores and share stories about local suppliers on your social media channels. This can create a unique value proposition that resonates with your community.

See the story here.

2. Celebrate the Great American Road Trip

The “Great American Road Trip” campaign was launched, promoting American-made vehicles and automotive tourism. The campaign, which is part of the broader America250 initiative, saw participation from the convenience industry, with NACS members like Pilot and RaceTrac offering refreshments and NACS providing data on road trips. The campaign website lists 250 U.S. destinations, including unexpected stops, promoting travel by car.

Why It Matters to C-Store Owner/Operators: Road trips mean increased traffic, and increased traffic means more potential customers. As a cornerstone of the American road trip experience, convenience stores are perfectly positioned to capitalize on this renewed emphasis on automotive travel. This campaign creates a timely opportunity to attract more travelers to your locations.

Your Next Steps:

• Optimize for Travelers: Ensure your restrooms are spotless, your coffee is fresh, and your grab-and-go options are abundant. Consider stocking popular road trip snacks and drinks, as well as essential travel items like phone chargers and basic auto supplies.
• Promote Your Location as a Road Trip Stop: Use social media (think Instagram and TikTok!) to showcase your store as an ideal pit stop. Highlight amenities, local attractions nearby, and special offers for travelers. Encourage user-generated content by asking travelers to share their road trip experiences from your store using a unique hashtag.
• Partner with Local Tourism: Connect with local tourism boards or attractions to be included in their travel guides or promotions. Being listed as a recommended stop can significantly boost your visibility to road-tripping consumers.

Read the article here.

3. Tomato Recall Upgraded to FDA’s Most Severe Warning

A tomato recall has been upgraded to the FDA’s “most severe warning” (Class I) due to potential salmonella contamination. The affected tomatoes, distributed between April 23-28 in Georgia, North Carolina, and South Carolina under the H&C Farms Label, pose a high risk of serious health consequences. This highlights the critical importance of robust food safety protocols.

Why It Matters to C-Store Owner/Operators: Food safety is paramount. A single recall, especially one with a Class I warning, can severely damage consumer trust and lead to significant operational disruptions. For convenience stores, especially those offering fresh food or produce, staying vigilant about recalls and maintaining impeccable safety standards is non-negotiable.

Your Next Steps:

• Immediate Action on Recalls: Establish a clear, rapid response protocol for any food recalls. Ensure all staff are trained to identify recalled products, remove them from shelves immediately, and follow proper disposal procedures.
• Review Your Supply Chain: Work closely with your suppliers to understand their food safety certifications and recall procedures. Maintain detailed records of your produce purchases for traceability.
• Invest in Staff Training: Utilize resources like the NACS Food Safety Forum and online training series to ensure your team is well-versed in best practices for food handling, storage, and cross-contamination prevention. Regular training reinforces a culture of safety.

Check it out here.

4. Dollar Stores See Increased Loyalty Shoppers

What Happened: A Placer.ai report indicates that dollar stores are experiencing a surge in shopper loyalty and visits in 2025. Chains like Dollar General, Dollar Tree, and Five Below are outperforming the overall retail category, driven by consumers prioritizing value due to economic uncertainty. Dollar General, for instance, sees 36% of its customers visiting three or more times a month, demonstrating high repeat engagement.

Why It Matters to C-Store Owner/Operators: This trend underscores the heightened consumer demand for value. While convenience stores offer a different proposition, this signals that consumers are actively seeking out retailers that help them stretch their budgets. Understanding how dollar stores are building loyalty can offer valuable lessons for your own business, especially if you cater to similar demographics.

Your Next Steps:

• Emphasize Affordability & Promotions: While you may not be a dollar store, you can still lean into value. Promote multi-buy deals, daily specials, and loyalty programs that reward frequent shoppers. Clearly communicate savings to your customers.
• Review Your Product Assortment: Are there value-priced alternatives you can offer alongside premium brands? Consider introducing a “value corner” or specific promotions on frequently purchased items that resonate with budget-conscious consumers.
• Leverage Loyalty Programs: If you don’t have one, now is the time to implement a robust loyalty program. Reward customers for repeat visits and purchases. Tailor offers based on their buying habits to foster deeper engagement and make them feel valued.

Read about it here.

5. EG America Rolls Out Grab-n-Go Fresh Food Cases

EG America, the sixth-largest convenience store chain in the U.S., is rolling out new “Express Cases” featuring grab-and-go fresh food items. These cases include cold sandwiches, Chobani, Sabra, Hillshire Farm, and King’s Hawaiian products, along with a “Sensible Snacks” program. Research from Technomic highlights that 54% of consumers find cold case grab-and-go breakfast items important.

Why It Matters to C-Store Owner/Operators: This is a clear signal that fresh, convenient food options are a growing differentiator in the convenience store sector. Consumers are increasingly looking for healthy and quick meal solutions. By expanding into grab-and-go fresh food, EG America is responding to a significant market demand that you should also consider.

Your Next Steps:

• Assess Your Fresh Food Opportunities: Evaluate your current offerings and consider the demand for fresh, ready-to-eat options in your area. Could you introduce a small selection of pre-made sandwiches, salads, or healthy snacks?
• Start Small, Test, and Expand: You don’t need to overhaul your entire store. Start with a few popular grab-and-go items, perhaps focusing on breakfast or lunch, and monitor sales and customer feedback.
• Focus on Presentation and Quality: For grab-and-go to succeed, the products must look appealing and taste fresh. Ensure proper refrigeration, clear labeling, and a strong focus on quality ingredients. Highlight these offerings on social media with enticing photos and descriptions to attract health-conscious consumers.

Check out the story here.

The Bottom Line

Yesterday’s news underscores a dynamic and evolving convenience store landscape. From navigating consumer budget sensitivities to seizing opportunities in food service and travel, agility is your greatest asset. By prioritizing value, embracing the return of the road trip, maintaining stringent food safety, learning from discount retailers, and innovating in fresh food, you can not only adapt but thrive. Stay engaged, stay informed, and keep connecting with your customers where they are—both in your store and online.