The5For

Hey convenience store owner/operators,

Ever feel like you’re in a constant tug-of-war with bigger restaurants for customers’ attention (and dollars)? I can tell you that the game has absolutely changed. Today, it’s less about simply being “convenient” and more about being a destination for great value and exciting food experiences. Consumers are savvy; they’re looking for compelling reasons to choose your store.

So, how do you transform your c-store into the go-to spot for delicious, value-driven food? Based on key trends and lessons from the wider restaurant world, and drawing from recent industry insights, here are 5 ideas for making your foodservice truly irresistible:

1. Embrace Creative Value Bundles, Not Just Discounts

This isn’t just about putting a “2 for $X” sticker on items. Creative value bundling is about thoughtfully combining complementary foodservice items into an attractive package that offers a clear benefit to the customer. Think about what your customers might typically buy together or what would make their day easier.

Why it should be done: Simple discounts can often feel cheap and eat into your margins. Bundles, however, elevate the perceived value, making customers feel like they’re getting a “deal” or a complete solution rather than just a price cut. This strategy also encourages impulse buys of higher-margin items and can significantly increase your average transaction size. More complete purchases mean more dollars spent per visit! Recent NACS data for 2024 showed that foodservice sales accounted for 27.7% of in-store sales and 38.6% of in-store gross margin dollars, with prepared food being the largest driver. Bundling is a proven way to capitalize on this growth.

What You Should Be Doing:

• Identify Synergies: Pair a coffee with a breakfast pastry, a hot dog with a soda and chips, or a sandwich with a side and a drink. Consider items that have high co-purchase rates in your POS data.
• Theme Your Bundles: Create themed bundles for different times of day (e.g., “Morning Commute Combo,” “Lunch Break Power-Up”) or events (e.g., “Game Day Snack Pack”).
• Promote Visually: Use appealing signage, digital menu boards, and even social media to showcase the bundle’s value clearly.
• Foot Traffic & Sales Impact: Clear, appealing bundles make purchasing easier and more attractive, encouraging customers to choose your store over others for a complete, satisfying meal solution, thus increasing both foot traffic and the total spend per customer.

For more on c-store foodservice growth, check out this NACS press release: C-Store Foodservice Delivered Exceptional Growth in 2024 – NACS

2. Innovate Your “Value Menu” with Unexpected Quality

This strategy involves elevating the quality or uniqueness of your budget-friendly foodservice items. It’s about demonstrating that “value” doesn’t mean “cheap” or “low quality,” but rather “great taste at a great price.” Think about how QSRs are incorporating premium items – you can do the same within your value offerings.

Why it should be done: In today’s competitive landscape, consumers expect more. Offering surprisingly good quality on value items creates a positive, memorable experience. This builds trust and encourages repeat visits, turning one-time buyers into loyal regulars. It’s about standing out from the typical c-store stereotype. As discussed at a recent CSP’s C-Store Foodservice Forum, consumers are increasingly concerned about what they eat, looking for “better-for-you” options and ingredients they recognize, even if it’s still for a craving.

What You Should Be Doing:

• Gourmet Hot Dogs: Offer premium sausages, unique toppings (caramelized onions, specialty cheeses, chili). Don’t just offer mustard and ketchup!
• Upgraded Grab-and-Go: Introduce fresh salads with interesting dressings, artisan sandwiches on specialty breads, or house-made soups. Consider plant-based snacks and protein bars as consumer demand for quick, nutritious options grows.
• Featured Ingredients: Highlight local ingredients or unique flavor profiles (e.g., “Spicy Sriracha Chicken Wrap”). This can also align with the trend of customers seeking unique products.
• Foot Traffic & Sales Impact: High-quality, value-priced items generate positive word-of-mouth. Customers will seek out your store specifically for these offerings, increasing foot traffic. The positive experience will also encourage them to explore other, potentially higher-margin items, boosting overall sales.

Learn more about consumer health trends in c-stores here: Consumers are increasingly concerned about what they eat, convenience-store expert says

3. Embrace Limited-Time Offers (LTOs) and Themed Promotions

LTOs are special menu items or deals available for a short, defined period. Themed promotions tie offerings to holidays, seasons, or popular cultural events. These are designed to create excitement and urgency.

Why it should be done: LTOs generate buzz and provide a compelling reason for customers to visit your store now. They tap into the “fear of missing out” (FOMO) and encourage impulse decisions. Themed promotions, like a “Pumpkin Spice Everything” in the fall or a “Summer Cool Down” beverage series, make your store feel relevant and engaging. While value meals saw a slowdown in early 2025, nostalgia-based promotions have shown a stronger long-term lift in transactions, suggesting that unique, themed LTOs can be more impactful than just a discount.

What You Should Be Doing:

• Seasonal Sensations: Offer seasonal beverages (e.g., iced teas, lemonades in summer), holiday-themed baked goods, or limited-edition hot food items. Think about incorporating popular flavors like hot honey or sweet and spicy.
• “Flash Deals”: Announce surprise one-day or weekend-only deals via social media and in-store signage. This creates immediate excitement.
• Collaborate: Partner with local events or sports teams for themed promotions. For example, a “Game Day” special on local team game days.
• Foot Traffic & Sales Impact: The urgency of LTOs drives immediate visits, boosting foot traffic. They also provide excellent content for digital marketing, drawing new customers who are curious about the special offerings and often lead to additional purchases during their visit.

For more on LTOs and value menu trends, read: Foodservice trips down, dollar sales up at convenience stores – CSP Daily News

4. Drive Engagement Beyond the Transaction

This involves creating experiences and interactions that go beyond the simple buying and selling of goods. It’s about making customers feel connected to your brand and fostering a sense of community.

Why it should be done: In a world where competition is fierce, genuine engagement builds loyalty. When customers feel a connection to your store, they become advocates. They’re more likely to choose your location over competitors, spend more, and even forgive minor missteps. It’s about building relationships, not just transactions. As the industry looks to improve in-store experiences rather than just offering discounts, strong loyalty programs are key, but they need to be paired with reasons for customers to walk in the door.

What You Should Be Doing:

• Loyalty Programs: Implement a simple, rewarding loyalty program (e.g., “Buy 9 coffees, get the 10th free”). Make it easy to sign up and redeem.
• Social Media Contests: Encourage customers to share photos of their favorite foodservice items using a unique hashtag for a chance to win prizes. This creates user-generated content and extends your reach.
• In-Store Events: Host small events like “tasting Tuesdays” for new foodservice items or a “Customer Appreciation Day.” Even a small presence can make a big impact.
• Feedback Loops: Encourage customer feedback (e.g., via QR codes linking to quick surveys) and visibly act on it. Showing you listen builds immense trust.
• Foot Traffic & Sales Impact: Engaged customers are loyal customers. They will actively seek out your store, increasing repeat foot traffic. Their positive experiences often lead to organic social media mentions and word-of-mouth referrals, bringing in new customers and boosting overall sales.

Discover more customer engagement strategies for c-stores here: The ultimate guide to retail customer engagement – Infobip

5. Offer Flexible Mix-and-Match Foodservice Options

Providing customers with the ability to customize their meal by selecting different components at a set price. This empowers them to build a meal that perfectly suits their taste, dietary needs, or hunger level. As someone who’s navigating a Mediterranean diet, I constantly look for fish-free options, and flexibility is a game-changer!

Why it should be done: Modern consumers crave personalization and control. A mix-and-match option caters to diverse preferences, including those on specific diets or with particular cravings. It reduces decision fatigue and can lead to higher satisfaction because the customer feels they’ve created their ideal meal. This approach can also reduce food waste by allowing customers to select only what they’ll eat.

What You Should Be Doing:

• Breakfast Combos: Let customers pick one protein (sausage, bacon), one carb (biscuit, muffin), and a drink. Consider offering a variety of bread options, beyond just standard rolls.
• Lunch Deli Bar: Offer a “build-your-own” sandwich or salad option with various proteins, veggies, and dressings. Make sure ingredients look fresh and inviting, and stations are immaculately clean.
• Elevate Condiment Stations: This is a huge area for easy customization! Beyond basic ketchup and mustard, offer unique toppings and condiments like pickled jalapeños, specialty sauces (e.g., sriracha aioli, chipotle mayo, unique BBQ sauces), or even premium cheese crumbles. The Technomic report found that 40% of consumers would increase purchases if condiment selection was greater.
• Snack Packs: Allow customers to choose 3-5 different snack items (e.g., fruit, cheese stick, small bag of chips, nuts) for a single price.
• Foot Traffic & Sales Impact: Flexibility attracts a broader customer base, including those with specific dietary requirements or preferences, directly increasing foot traffic. By allowing customers to choose, you increase the likelihood of a sale and can even upsell them on premium components or a wider array of toppings, boosting average sales per transaction. Customers feel valued when they have choices, leading to repeat visits and stronger loyalty.

For more insights on the importance of customization, particularly with toppings and condiments, see: Customers Want Ability to Customize Foodservice Items With Toppings, Report Says – CSP Daily News

The Bottom Line

In today’s dynamic retail environment, simply opening your doors isn’t enough. By intentionally implementing just one, or ideally, all of these 5 strategies, you’re not just selling food; you’re building a reputation. You’re telling your community that your convenience store is a place that understands their needs, offers incredible value, and provides quality food they can trust.

Imagine your store becoming the first thought when someone thinks “quick, delicious, and affordable meal.” This kind of positive impression translates directly into increased foot traffic, higher sales, and a stronger, more beloved presence in the community. It’s time to transform your foodservice from a convenience offering into a genuine competitive advantage. Give these strategies a try, your customers, and your bottom line, will thank you!