Convenience Stores (C-stores) are increasingly becoming go-to destinations for consumers as the sectors outperformed overall retail over the past 12 months, according to new research released by Placer.ai.
“Grabbing a coffee or snack at a convenience store is a time-honored road trip tradition – but increasingly, Convenience Stores (C-Stores) have also emerged as places people go out of their way to visit,” said the April 25, 2024 report. “Convenience stores have thrived in recent years, making inroads into the discretionary dining space and growing both their audiences and their sales. Between April 2023 and March 2024, C-Stores experienced consistent year-over-year (YoY) visit growth, generally outperforming Overall Retail.”
As CSP Daily reported C-stores are no longer just a pit stop, but instead are the destination.
“C-Stores’ current strength is partially due to the significant innovation by leading players in the space: Chains like Casey’s, Maverik, Buc-ee’s, and Rutter’s are investing in both their product offerings and in their physical venues to transform the humble C-Store from a stop along the way into a bona fide destination,” said the Placer.ai report.
Ahead of the Curve: Four C-Store Brands Lead the Way
If you hit the road this summer you are sure to spot the c-store brands that are leading the way in growth: Casey’s, Maverik, Buc-ee’s, and Rutter’s.
While the C-store sector grew at an industry-wide clip at a 1.8 percent increase in average visits per location from April 2023 to March 2024, these four brands were ahead of the pack:
- Casey’s: +2.3 percent.
- Maverik: +3.2 percent.
- Buc-ee’s: +3.4 percent.
- Rutter’s: +3.9 percent.
How are the four brands making their mark as go-to destinations? Here’s a closer look:
- Casey’s (Iowa-based)
- Known for its pizza, which has a cult-like following and is often cited as some of the best gas station pizza in the U.S.
- Offers a wide variety of made-from-scratch food items, including sandwiches, wraps, and bakery items.
- Focuses on providing a clean and friendly in-store experience.
- Has a loyalty program that rewards customers for purchases and offers personalized deals.
- Maverik (Utah-based)
- Offers a unique "Adventure's First Stop" theme, catering to outdoor enthusiasts and travelers.
- Features an extensive selection of fresh food options, including burritos, sandwiches, and salads.
- Provides a wide variety of locally sourced products and unique snacks.
- Has a loyalty program that rewards customers with discounts on fuel and in-store purchases.
- Buc-ee’s (Texas-based)
- Known for its massive store sizes (up to 66,000 sq. ft.) and clean, spacious restrooms.
- Offers a wide selection of fresh, made-to-order food options, including BBQ, sandwiches, and snacks.
- Features unique and quirky merchandise, including Buc-ee's branded apparel and home goods.
- Provides a fun and engaging in-store experience with friendly staff and a strong focus on customer service.
- Rutter’s (Pennsylvania-based)
- Known for its high-quality food offerings, including custom-made sandwiches, wraps, and salads.
- Offers a wide selection of local products and unique snacks.
- Features a strong coffee program, with a variety of high-quality coffee blends and flavors.
- Has a loyalty program that rewards customers with discounts on fuel and in-store purchases.
- Provides a clean and modern in-store experience with touchscreen ordering kiosks and free Wi-Fi.
These c-store chains have set themselves apart by focusing on providing high-quality food options, unique merchandise, and a superior in-store experience that goes beyond the traditional gas station pit stop.
Elevated Dining Experiences: C-Stores Attract Hungry Consumers
Gone are the days when convenience stores were just a quick stop for a bag of chips and a soda during a long road trip. Today, many C-stores across the U.S. are transforming into go-to destinations for high-quality, fresh, and delicious meals suitable for breakfast, lunch, and dinner.
Leading C-store chains like Casey's, Maverik, Buc-ee's, and Rutter's have recognized the growing demand for better food options and have invested heavily in their food service programs. These chains offer an extensive selection of made-to-order meals, using fresh, high-quality ingredients that rival those found in traditional restaurants.
- For Breakfast, C-stores now offer a variety of options beyond the standard coffee and donuts. Rutter's, for example, features a full breakfast menu with items like breakfast sandwiches, burritos, and even fresh-cracked eggs. Maverik's "Bean to Cup" coffee program ensures that customers can enjoy a fresh, high-quality cup of coffee any time of day.
- Lunchtime Offerings have also seen a significant upgrade, with C-stores now offering a wide range of sandwiches, wraps, salads, and even sushi. Buc-ee's is known for its delicious BBQ, with options like slow-smoked brisket and pulled pork sandwiches. Casey's made-from-scratch pizza has become a lunchtime staple for many, with a variety of toppings and crust options available.
- Dinner Options at C-stores have also expanded, with many chains now offering hot, ready-to-eat meals that are perfect for families on the go. Rutter's, for instance, offers a variety of dinner entrees, including pasta dishes, stir-fry, and even steak dinners. Maverik's "Fresh From the Grill" program features made-to-order burgers, chicken sandwiches, and street tacos.
The elevated dining experiences offered by these c-store chains have not only attracted customers looking for a quick bite but have also become destinations for those seeking a high-quality meal in a convenient setting.
By focusing on fresh, made-to-order food options and investing in their food service programs, c-stores are redefining the concept of convenience and becoming true contenders in the food service industry.
Let’s Go Shopping … to the Local C-Store
In addition to their elevated dining experiences, c-stores have also expanded their retail offerings to attract a wider range of customers, particularly on weekends.
No longer limited to simple snacks and "Wish You Were Here" postcards, many C-store chains now offer a diverse selection of merchandise, including home furnishings, sporting goods, and unique local products.
Buc-ee's, for example, has become famous for its extensive selection of quirky and unique merchandise. Customers can find everything from Buc-ee's branded apparel and home goods to outdoor equipment and sporting goods. The chain's large stores, some spanning up to 66,000 square feet, provide ample space for browsing and discovering new items.
Maverik has capitalized on its "Adventure's First Stop" theme by offering a wide range of outdoor gear and sporting goods. Customers can find camping equipment, fishing gear, and even mountain bike accessories alongside the traditional C-store fare. This focus on outdoor adventure has helped Maverik attract a loyal customer base of outdoor enthusiasts and weekend warriors.
Rutter's and Casey's have also expanded their retail offerings to include a wider variety of merchandise. Both chains feature a selection of locally sourced products, giving customers a taste of the region's unique flavors and craftsmanship. From artisanal cheeses and craft beers to locally made snacks and gifts, these c-stores provide a platform for small businesses to reach a wider audience.
The expanded retail offerings at c-stores have not only provided additional revenue streams for the chains but have also helped to attract a more diverse customer base.
Weekend shoppers are drawn to the unique merchandise and local products available at these stores, making them destinations for more than just fuel and snacks.
