Dive Brief:

• More diners who purchase ready-made food from c-stores were satisfied with the quality of their items in 2023 than in 2022, according to consumer experience company Intouch Insight’s 2023 c-store trends report.
• However, the number of customers who reported being “extremely satisfied” with c-store food dropped by more than a third compared to last year, the report showed. 
• Intouch Insight also found that loyalty is important to c-store consumers, with almost half of those surveyed noting they pick a store to visit based off its rewards program.

Dive Insight:

The drop in customers who were “extremely satisfied” with c-store food this year suggests that retailers must avoid becoming complacent with their foodservice programs, Intouch Insight said in the study.

Despite this dip, the number of customers buying their snacks, coffee and prepared food from c-stores all rose in 2023, and retailers’ increased investment in foodservice in recent years “is paying off,” Intouch Insight noted.

“While convenience store food used to be limited to the likes of hot dogs off a roller, many convenience stores have made it so the difference between their food is practically indistinguishable from that offered by quick-serve restaurants,” the report said.

When deciding on a convenience store to visit, location was overwhelmingly the top criteria, with 70% of survey respondents noting it as their primary factor, outpacing loyalty by 22%. However, about three-quarters of respondents said they would be likely to go out of their way to visit a retailer that has a rewards membership. 

“This means that while location might be the #1 factor, loyalty programs can still trump convenience,” the report said.

Intouch Insight also found that while 99% of retailers it visited for the study offer loyalty programs via mobile apps, cashiers only mention these programs to customers 26% of the time. Without ensuring a smooth transition between the app and in-person experience, overall customer experiences will suffer, the report noted.

Many c-stores are investing more in digital ordering for either delivery or takeout. Rutter’s, for example, built a way for customers to order for pickup online or through its app, and a number of companies have partnered with c-store delivery company Vroom for their e-commerce needs. 

Still, only about 14% of survey respondents use alternative shopping methods like delivery and pickup when ordering from c-stores, according to Intouch Insight. This is down from over 40% a year ago. 

Finally, the report found that c-store meals are overwhelmingly bought to eat on the go. Almost half of respondents said they eat while driving, with another third eating in their parked car and less than 25% eating in the store or at another destination.