News

QSRs feeling the pressure from c-stores

November 30, 2011

New research by foodservice consulting firm Technomic shows that more consumers are taking advantage of the expanding foodservice options available at convenience stores, many times at the expense of quick-service restaurants.

Of consumers polled on their most recent c-store food purchase, 27 percent said that if they had not bought their meal from the location in question, they would have purchased it from a QSR. That number is nearly identical to those who said they would have ordered from another convenience store.

"Convenience stores are increasingly falling into the same consideration set as fast-food restaurants," said Tim Powell, Technomic director. "This really speaks to the enhanced foodservice offerings in convenience stores as well as evolving consumer behaviors."

In Technomic's recent survey of more than 3,700 consumers who visit c-stores, 82 percent said they purchase prepared foods from the locations at least once a month, while 52 percent do so at least once a week.

Technomic's "Consumer C-Store Brand Metrics Shopper Insights" report highlights consumer perceptions and behaviors with regard to convenience store foodservice.

Other findings include:

• More than 1 in 4 consumers (27 percent) said they purchased an afternoon snack during their most recent visit, while 19 percent purchased lunch.
• A significant number (23 percent) also indicated they only bought a beverage.
• Impulse buying plays a big role in convenience store foodservice purchases. Thirty-one percent of c-store foodservice consumers said that seeing an item, which triggered a craving, was the primary motivation for making a purchase.

The report includes chain rankings and comparisons by attribute, visit satisfaction and customer loyalty metrics. It also includes ratings on more than 30 attributes including service, appearance, food and beverage quality, convenience and overall value.

Brand coverage for Consumer C-Store Brand Metrics includes 7-11, ampm, Aplus Convenience Stores, Casey's General Store, Cenex, Chevron, Circle K, Corner Store, Cumberland Farms, Hess Express, Holiday Stationstores, Kangaroo Express, Kum & Go, Kwik Trip Speedway, Pilot/Flying J, Quick Trip, Race Trac/RaceWay, Speedway, Stripes and Wawa.

Read more about trends and statistics.