Convenience Stores Move In On Foodservice

CHICAGOOne-third of consumers purchased prepared foods from a convenience store in lieu of dining at a restaurant, suggesting convenience stores are making inroads into foodservice, according to a new report from Technomic.

The report, "Consumer Brand Metrics - Convenience Store Foodservice Shopper Insights," surveyed an online panel of more than 4,000 convenience store shoppers to gain consumers' insights and better understand factors driving convenience-store foodservice buying behavior.

Results showed 34% of consumers said they would have visited a restaurant if they had not purchased prepared foods from a convenience store on their most recent visit; 26% said they would have visited a fast-food restaurant.

"Due to location and speed of service, c-stores are always going to be a dining option," said Darren Tristano, executive vice president, Technomic. "Recently, however, we've seen a concerted effort to improve the quality of food and service provided at these locations. If c-stores can continue enhancing these areas, they can look to drive traffic from restaurants."

Food quality and taste are just as important as convenience. Nine out of 10 convenience store foodservice users say the quality and taste of the food are among the important factors when deciding which convenience store to visit. Consumers were also swayed by pleasant, friendly service and a convenient location.

7-Eleven leads all chains measured for foodservice patronage. Two-fifths (39%) of convenience store foodservice users have purchased a foodservice item from 7-Eleven in the past two months.

Wawa's food and beverage earned highest ratings. Wawa's program received the highest composite scores across 11 food and beverage attributes, such as food quality, foodservice variety and the craveability of its menu items. Quik Trip, Sheetz, Stripes and Kwik Trip also earned high marks from consumers for these attributes.