Competing With Restaurants: How C-stores Can Innovate Their Menus
While foodservice is a profit center for convenience stores, operators face fierce competition from quick-service restaurants (QSRs), traditional restaurants adding snacks to their menus, and delivery services like Amazon Prime's GrubHub+.
To stay competitive and drive foot traffic, c-stores must develop unique and enticing menus that offer more than just convenience. We've combined our training from the Culinary Institute of America with data from Rich's "2024 Megatrends Report" to create 10 strategies for c-stores to develop a successful and exciting foodservice program.
1. Unique Food Options
Standing out with distinctive food choices is crucial. According to Technomic, c-store operators are updating menus this year with seasonal toppings and fresher and higher-quality ingredients. Plus, 37% of operators said they are planning to add global flavors.
[Read more: VIDEO: Finding Your Secret Sauce in Convenience Foodservice]
C-stores can add innovative twists on core foods that are already in their kitchens, creating offerings that are unfamiliar, yet approachable. For example, using doughnuts as sandwich carriers can blend sweet and savory trends into Instagrammable offerings. Imagine a sandwich with grilled chicken, cheddar cheese, avocado and garlic aioli between two apple fritters, or a Nashville hot fried chicken breast with apple, bacon and Swiss cheese between glazed yeast rings, drizzled with hot honey. These unique combinations can attract curious customers looking for something different.
2. Familiar Favorites
While unique offerings can draw attention, familiar comfort foods such as hamburgers, pizza, deli sandwiches and bakery items remain a staple. A robust burger or sandwich program, enhanced with a variety of fun sauces and toppings of assorted flavors and heat levels, can appeal to a wide audience. C-stores can implement made-to-order programs or customizable topping bars to allow customers to personalize their meals, ensuring both novelty and comfort.
3. Customization
Customization is key to satisfying diverse customer preferences. Offering a range of ethnic sauces and seasonal toppings can elevate standard items. For instance, a cinnamon chili chocolate sauce added to soft whip for a coffee limited-time offer (LTO) can intrigue adventurous eaters. Artisan breads like ciabatta or ethnic flatbreads also can provide a premium feel, support better pricing and enhance the overall dining experience.
4. Leverage LTOs
LTOs can create excitement and a sense of urgency. According to Technomic, 26% of c-store operators plan to increase their LTO offerings this year. Regularly switching up cookie flavors and toppings, for instance, can keep customers returning to see what's new. Seasonal offerings like apple cobbler cookies in the fall or frosted sugar cookies in the spring can attract attention. Additionally, fried appetizers beyond the usual mozzarella sticks, such as street corn croquettes or jalapeño poppers, can diversify snack options and keep the menu fresh.
5. Variety Across Dayparts
C-stores should ensure their menus cater to breakfast, lunch, dinner and snacks. Breakfast grab-and-go sandwiches are essential for morning commuters, while portable lunch options and diverse snack selections can appeal to those seeking quick bites throughout the day. A strong beverage program, featuring specialty coffees and smoothies, can enhance customer satisfaction across all dayparts.
6. Creative & Refreshing Drinks
A beverage bar program with coffee is just the starting point. Specialty coffees, smoothies, milkshakes and innovative drinks can set a c-store apart as a beverage destination. Cold coffee beverages, particularly popular in the afternoon, can serve as a refreshing treat and drive repeat business. Consider adding a f'real self-service blender to satisfy the 81% of consumers who like or love milkshakes, according to Datassential.
7. Multiple Snacking Options
With 75% of consumers skipping meals in favor of snacks (per Datassential), offering a variety of snack options is crucial. Protein-packed grab-and-go items like sliders are a huge opportunity for c-stores to cater to the trend in meal replacement. This approach not only appeals to busy customers, but also offers them nutritious and satisfying choices. Cookies are another excellent snacking choice that's popular throughout the day. They're a fantastic impulse buy near the register, especially if served warm.
8. Healthy Options
Incorporating healthy choices is essential to attract consumers looking for quick, healthy and tasty meals. Fresh salads, sandwiches and fruit options can cater to this demographic. Offering vegetarian, gluten-friendly and Mediterranean-inspired items — such as hummus with fresh vegetables or flatbread topped with roasted vegetables — can broaden the appeal of the menu.
C-stores can develop a fresh grab-and-go program that offers not only healthy foods, but also reduced portions. For example, a consumer might prefer a decadent doughnut in a smaller size.
9. Expand Pizza Possibilities
Pizza remains a beloved staple in every c-store, providing a versatile canvas for innovation. C-stores can create memorable pizzas by combining unusual flavors or ethnic cuisines. Toppings can include barbecue, buffalo or Thai curry chicken topped with pickled red onions and salad. Embracing distinctive styles — such as Detroit pizza, Roman pizza or pinsa — also can set a c-store apart. These variations can attract pizza enthusiasts looking for something beyond the ordinary.
10. Access to Recognized Brands
Collaborating with nationally recognized restaurant brands can boost credibility and attract loyal customers. Offering branded food items can create a sense of familiarity and trust, encouraging customers to choose a c-store over QSR competitors.
By implementing these strategies, c-stores can create menus that not only compete with, but also stand out from restaurants and QSRs. Through innovation, customization and a focus on quality and variety, c-stores can transform their foodservice offerings into major profit centers while delighting their customers with exciting and delicious options.
Amy Shipshock is culinary manager, team leader and Tim Wiesner is culinary manager for Rich Products Corp., a family-owned food company dedicated to inspiring possibilities. Rich's offers foodservice solutions for every corner of a c-store, including the bakery, pizza counter, grab-and-go items and beverages. Rich's Pro-Chef Level 1 certified culinarians often help c-stores create new menu ideas and stay ahead of trends.
Editor's note: The opinions expressed in this column are the authors' and do not necessarily reflect the views of Convenience Store News.