The Foodservice White Space Regional Convenience Stores Can Own   

Choices for away-from-home food occasions continue to expand, but today, every consumer purchase needs to be won, with proof that those dollars were spent in the right place.  

Solutions need to fit specific moments in a consumer’s day. Budget – and increasingly, time – are valuable considerations in the selection process. Whether spending $5, $10, or $15, the consumer wants to believe that their selection has delivered on taste, value, and convenience.  

This dynamic creates a foodservice opening for c-stores that don’t try to be everything to everyone. 

“We know that consumers aren’t interested in replacing planned occasions,” said Graham Humphreys, president of The Culinary Edge, a culinary consultancy and part of CORE, an Acosta Group agency. “When consumers are organizing to go out with family or friends to have a hospitality experience, they will choose a restaurant.” 

So what white spaces can convenience own? 

Own the Everyday Occasion   

Routine occasions represent one of the largest opportunities for convenience operators to take share from QSR and grocery channels. 

Think Tuesday lunch hour. Feeding the family quickly on a busy Wednesday night. The quick meal on the way home from work or on the way to soccer practice. These are functional needs that consumers are looking to solve with the least amount of effort. 

The emphasis on value – defined by time savings, money savings, and convenience – is echoed in a new Acosta Group convenience store shopper study. The new study reflects that 72% of shoppers say they shop c-stores as a time saver and 60% say they are often eating while commuting. 77% regularly look for sales and promotions, and over half say that their c-store is an important part of their routine.  

For shoppers already stopping for fuel or other purchases, the ability to pick up a well-priced, great-tasting, and consistent-quality lunch or dinner in the same trip can be far more compelling than making a separate stop at a drive-thru. 

Win the “For Me” Indulgent Occasion 

Consumers want the best options to meet their indulgent cravings. Whether a mid-morning specialty coffee or mid-afternoon sweet treat, this is another occasion that convenience is uniquely poised to win from QSRs. 

Look no further than the success of Dutch Bros Coffee. The chain’s rapid growth reflects its ability to build momentum around an affordable, emotionally rewarding treat occasion that extends far beyond coffee. “Increasing demand for a dopamine hit, delivered mid-morning or mid-afternoon at an affordable price, provides c-store operators a high-growth opportunity,” said Humphreys. 

Consumers are increasingly willing to spend on small indulgences, even as they’re watching their budgets. The key is creating products that feel special enough to justify the purchase while still delivering convenience and value. Operators can offer elevated specialty beverages, premium snacks, bakery items, and limited-time offerings that feel like a reward rather than a necessity. 

Acosta Group’s new study reflects that c-stores are already effectively competing in the categories of snacks, beverages, and sweet treats against fast food, grocery, and coffee shops.  

Compete Selectively, Focus on Quality  

Regional convenience operators can take inspiration from leaders in the space, without attempting to replicate them. 

“Operators like Buc-ees and Casey’s bring a smile to their customers’ faces with signature products and offerings,” said Walker. “Regional convenience operators can’t match the size of the commercial kitchens for these national leaders or large regional grocers – but that’s not required to win select foodservice occasions in their local markets.” 

According to the new study, food credibility is a key opportunity for convenience operators, with 53% of shoppers saying they are more likely to shop c-stores that provide better value for the money and 47% looking for higher quality food. Freshness and healthy attributes are also noted, with 82% of c-store shoppers noting the importance of freshness and 61% seeking out healthy foods.  

Success depends on a disciplined approach of building a carefully curated menu on a handful of platforms that deliver a focused set of choices to meet these routine need states and indulgent occasions very well. 

The Real Competitive Advantage 

Ultimately, market share growth occurs from offering the right choices for the right occasions. 

Regional convenience operators will win by delivering solutions that are demonstrably as good, easier, faster, or more satisfying than the alternatives from other channels. 

In an environment where dollars and time are both at a premium, shoppers increasingly reward retailers that help them feel confident they made the right decision. For convenience stores, that may be the most significant foodservice opportunity of all.