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Hey c-store owners, ever feel like you’re fighting a losing battle? The margins on consumer packaged goods are getting tighter, and competition is fierce. What if there was a way to boost your bottom line? You could also build a fiercely loyal customer base that keeps coming back for more.

A successful Better-For-You (BFY) strategy isn’t just about adding a few healthy snacks to the shelf. It’s a total game-changer, an innovative approach that can transform your entire business. The financial data we’ve crunched proves it. Investing in prepared food, and especially healthy food, creates a powerful “halo effect” that makes your entire store look better and perform better.

Think about it: when customers see fresh, healthy options, your store is no longer just a place for a quick fill-up or a sugary treat. It becomes a destination—a place they trust for quality food. That trust translates directly to dollars.

The numbers don’t lie. We’ve seen prepared food sales grow by an impressive 12.2%, a trend that helped drive total in-store sales up by a solid 8% year-over-year in both 2022 and 2023. As your food service grows, so does your overall business. But here’s the best part: it’s not just about selling a salad or a wrap. It’s about increasing the value of every single customer who walks through your door. The data also reveals a direct impact on the bottom line: the average customer basket size increased by 3.7% to $7.80. That means your BFY items are pulling other, higher-margin products into the cart. They’re the engine that drives your entire store’s profitability.

For a long-term business, customer loyalty is the ultimate goal, and this is where a BFY and food service strategy really shines. Our research shows that c-store loyalty programs are significantly more effective at encouraging repeat visits than those of quick-service restaurants. Why? Because you’re offering something QSRs often miss: convenience and quality. At least 80% of loyalty program members at top-performing c-stores return monthly. This rate is substantially higher than the 62% for similarly rated QSRs. Offer a compelling, health-conscious food program. This strategy does more than make a single sale. It creates a returning, loyal customer for life. You are giving them a reason to choose you for their daily coffee, their morning bagel, or their lunch break. This makes them more likely to stay in your loyalty program and use it.

Still not convinced? Take a look at the story of one small, family-owned store in Buffalo, New York. When the local economy hit a rough patch, they doubled down on their BFY strategy, specifically focusing on fresh produce, whole-grain cereals, and natural beverages. They saw their largest sales increases in these categories. This isn’t a strategy exclusive to massive chains; it’s a scalable, profitable model for any size operator. The key is knowing what to track and how to measure success.

Your BFY Program Scorecard: Key Metrics to Track

Ready to get started? Here are the four key metrics you need to keep your eye on:

• BFY Sales as % of Total In-Store Sales: This metric is your primary barometer. It measures the BFY program’s overall contribution to your store’s revenue. Tracking this number month over month will show you if your efforts are paying off and help you understand the true power of your BFY offerings.
• Average BFY Basket Size: This is a crucial indicator of profitability. It goes beyond just the sale of one item and tells you how effective your BFY offerings are at pulling other, higher-margin products into the cart. A rising number here means your BFY program is successfully cross-selling.
• Year-over-Year Growth in BFY Sales: This metric is all about benchmarking your progress. Are you keeping up with market trends? Is your program growing at a healthy rate? This helps you see the long-term impact of your strategy.
• Loyalty Member Return Rate: This is the ultimate test of your BFY program’s power to build loyalty. Are the customers who are using your loyalty program coming back more often? A high return rate here proves that your healthy food options are a powerful tool for customer retention.

The research also notes a risk that c-stores are competing for a decreasing portion of consumer packaged goods (CPG) sales. A BFY and fresh food strategy is your direct countermeasure to this trend. It shifts your store’s focus. Instead of competing on low-margin packaged goods, you capture the higher margins and growth of prepared foods and beverages. This isn’t just a strategy for today. It’s a way to future-proof your business. By doing this, you position it as an essential food provider for your community.

The Bottom Line: Keep It Fresh

Don’t get left behind. The future of convenience is fresh, and it’s right there on your shelves. Start small. Track these key metrics. Watch as your BFY program transforms your business from a simple pit stop. See it become the neighborhood’s go-to destination for quality food and unparalleled convenience.