In an effort to grow their coffee programs, an increasing number of c-stores, including heavyweights like 7-Eleven, Casey’s General Stores and Wawa, encourage customers to customize their coffees at condiment bars featuring a wide range of creamers, syrups and other add-ons.
It’s part of a broader effort to compete with quick-serve restaurants like McDonald’s and Starbucks, which offer customers a wide range of beverages and add-ins. After removing condiments bars from its stores, Starbucks recently reintroduced them as part of its plans to revitalize sales under new CEO Brian Niccol.
But while 53% of consumers say they can customize their coffee drinks at c-stores, 51% say their options are more limited than at coffee shops and restaurants, said Gage Johnston, marketing manager at Franke Coffee Systems, citing a survey by the National Coffee Association.
Offering customers more customization options is important because younger consumers, including Generation Z and Millennials, are significantly more likely to drink coffee away from home. About 75% of coffee-market spending occurred away from home in 2023, according to TD Cowen. That figure, however, will grow to 81% by 2033, TD Cowen says.
“It's really important to look at these consumer trends when identifying what next steps to take in your coffee program as a c-store operator,” said Johnston.
Step one: C-stores should ensure they’re offering high-quality, fresh coffee. It's difficult for a coffee program to succeed if you need to give customers a great brew to start with said Joshua Boyt, director of marketing at Middleby Coffee Solutions Group.
What goes in a condiment bar?
Consumer preferences not only vary by market but can also change over time, experts say. That’s why c-stores need to regularly experiment to find the best items for their condiment bars.
Operators should start by stocking the most commonly used add-ins like sweeteners, milk and common alternatives, and popular flavored creamers, such as caramel, hazelnut and vanilla, experts say.
“As your customer base grows, you’ll start getting [requests] and really get a sense of what people want outside the normal offering,” said Josh Campbell, category manager at Dash In.
C-stores should also pay close attention to emerging trends in consumer preferences, like the growth of sugar alternatives like Stevia and floral and fruity syrups like lavender and yuzu, Johnston said.
Additionally, functional ingredients, such as protein and matcha powders, are also gaining popularity because younger consumers often want something that will provide them with a short-term health benefit in addition to “calories and sustenance,” Johnston said.
In trying to stay up to date, it’s also a good idea to “take a market ride” to see what competitors in their area are doing with their coffee programs and what customers are using, Campbell said.
C-stores, however, must avoid the temptation to offer too much in an effort to appeal to everyone out of the gate.
“You want to offer the right things,” Campbell said. “Are you always going to hit it out of the park? No, you’re not. You're always going to have a customer ask, ‘Hey, would you start stocking this?’ And that's kind of how you build it.”
Cleanliness is vital
The primary benefit of adding or enhancing a condiment bar is that it allows c-stores to offer personalized coffee options that align with current trends, which can lead to increased foot traffic and higher sales of related items like breakfast sandwiches.
“The goal of a condiment bar is to create an experience for guests that’s more enjoyable,” said Campbell. ”That’s mutually beneficial for operators and guests alike. If we have what the guests want, it helps create repeat customers.”
Coffee condiment bars, however, can pose operational challenges for store owners and employees. The main one is cleanliness. Coffee condiment bars at c-stores can get messy, with spilled milk and sugar creating sticky surfaces for customers.
“That’s obviously not a very attractive look,” Campbell said.
Cleanliness is essential to a successful coffee condiment bar, experts say. A recent NCA survey found that 77% of consumers said cleanliness was the most important attribute for c-store coffee programs, Johnson noted.
A clean coffee condiment bar can also boost customers’ perception of the entire store.
“If you walk into a store, and it’s downtrodden and messy, you’re probably not going to go back,” Campbell said. “If it’s messy all the time, you’re defeating the purpose and wasting that investment.”
Having enough staff on hand at key times is crucial to keeping a coffee condiment bar clean and well-stocked. C-stores may need to hire additional employees or adjust schedules, experts say.
Someone should inspect and clean the coffee bar every 15-20 minutes, especially during peak hours, Campbell said. Dash In stores always have a dedicated person, dubbed “concierges,” on the floor to help customers and answer questions, which helps ensure its condiment bars stay tidy and well-stocked.
“A sense of urgency is important,” Campbell said.
Building a clear, consistent condiment experience
The coffee condiment bar should also be well-organized, experts say.
Organizing and labeling items clearly, storing them in “easily wipeable” containers and using a robust tagging system that doesn’t require staff to print new labels every day can help simplify the process, Campbell said.
Using racks at the condiment bar can also help organize bottles, creamers, sugars and other add-ons, Franke’s Johnston said.
“Consistency is key,” Campbell said. “When a habitual coffee drinker comes into your store every day, they’ll eventually be able to do it with their eyes closed and know what they’re grabbing every time.”
Shrinkage, waste and theft can pose challenges with coffee condiment bars, Campbell and Johnston said. Retailers can manage those costs effectively if they take them into account when setting prices, Campbell said.
“At the end of the day, someone taking a few extra packets is not going to hurt your overall margin,” Campbell said.
Keeping cases of sweeteners, creamers and other add-ins underneath or near the condiment bar can speed up cleaning and restocking, Franke’s Johnston said.
C-store operators should also ensure their storage rooms are organized and that staff know where condiment bar items are located because “if you run out of something, you need to get it filled quickly,” Campbell said.
