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CHICAGO -- Convenience isn't the only quality that consumers look for in convenience store foodservice, according to a recent Technomic Inc. survey presented as part of the researcher's latest Consumer Brand Metrics (CBM): Convenience Store Shopper Insights Report.
"Due to location and speed of service, c-stores are always going to be a dining option," said Technomic Executive Vice President Darren Tristano. "Recently, however, we've seen a concerted effort to improve the quality of food and service provided at these locations. If c-stores can continue enhancing these areas, they can look to drive traffic from restaurants."
More than 4,000 c-store shoppers participated in an online panel, providing insights and understanding of the factors driving their prepared food purchase habits.
Key findings of the report, which also includes exclusive operator brand data, are:
- 7-Eleven is the leading chain for foodservice patronage, with 39 percent of c-store foodservice users reporting that they purchased a foodservice item there during the past two months.
- Wawa's food and beverages earned the highest composite scores across 11 key attributes, such as food quality, foodservice variety and craveability of menu items. QuikTrip, Sheetz, Stripes and Kwik Trip also scored high marks.
- Food quality and taste are as important as convenience. Nine out of 10 c-store foodservice users stated that these attributes are among the most important factors when deciding which c-store to visit. Many consumers also listed pleasant, friendly service and a convenient location.
- C-stores are driving traffic from restaurants, especially quick-service restaurants. Thirty-four percent of consumers stated that they would have visited a restaurant if they had not purchased prepared food from a c-store on their last visit, and 26 percent stated they would have visited a fast-food restaurant.