Customer views on convenience have changed. A quick tank of gas, a hot coffee and a protein bar for the morning commute are no longer enough. People also want fast and convenient prepared food options. And c-stores have met the demand. From quick-serve meals to grab-n-go cuisine and freshly prepared grocery items, c-store offerings are tremendously evolved these days. But here’s the thing. While the to-go trend is here to stay, this year’s stats are in — and it’s apparent that c-stores need to address the quality of their prepared foods, fast.
Stats tell the story
People love c-stores; and it’s easy to see why. They’re usually in a great location and their small, convenient layout allows shoppers to grab what they need in no time at all. Therefore, it’s no surprise that in 2020, 65% of people shopped at a c-store at least once a week (only grocery stores saw more people weekly). However, that percentage dropped an unsettling 10% in 2021. This same study cites that in addition to less people frequenting c-stores, there was a seven-point drop in peoples’ satisfaction with prepared foods at c-stores. That drastic dip in customer satisfaction should make every c-store sit up and take notice — because after all, there’s a lot of competition out there.
Keeping up with the competition
C-stores aren't the only type of foodservice establishment that’s offering prepared foods. Supermarkets, quick-serve and even fine-dining establishments are jumping on the grab-n-go and pick-up train too (plus, many of them offer the added convenience of delivery). This means convenience stores no longer have the corner on — convenience. So, to gain the advantage, c-stores need to up their game and produce delicious and high-quality prepared foods that’ll compete with all the other convenient options available to consumers.
So how do you get the ball rolling at your c-store? For starters, evaluate the quality of each prepared food you offer. Do customers enjoy the choices you’re serving? One way to find out is to track sales and waste data, remembering to always give opportunities for customer feedback (survey anyone?). Another important step is to taste test and visually inspect all menu items. Additionally, some products maintain their quality for longer than others. Try testing products after they’ve been held for a period of time to gain a full picture of how their quality holds up. Finally, your staff is at the frontlines of foodservice, be sure they’re well-versed in proper cooking techniques and food safety to ensure they’re creating all the delicious (quality) foods your customers crave.
Keep it fresh and consistent
No matter what’s being served, consumers want it to taste fresh. But what’s the best way to do this? Consider preparing and cooking menu items in batches to help food stay at its freshest. With that said, the reality is that you'll likely still need to hold hot and cold prepared foods to maintain their quality and ensure they're at safe serving temperatures. For this, you'll want to consider bringing on solutions like frost tops, buffet warmers, cold and hot food merchandisers, or other temperature-controlled holding solutions.
In addition to keeping it fresh, consistency matters. To gain this, think about swapping out old equipment with solutions that have programmable preset features. These types of solutions are great because they allow operators to input and access multiple preset recipes to ensure that each menu item is always cooked the same way. Take an induction cooktop for example. Certain induction solutions come with programmable presets that allow operators to set cook times and temperatures in advance — and then sauté, boil, simmer or even pan-fry their delicious menu items to absolute perfection, every single time.
Make it a destination.
The stereotypical factory-packaged gas-station sandwich won’t cut it anymore. To keep up with the competition, establish your operation as a destination, where customers will drive past other stores just to grab a bite to eat at your establishment. Looking for more innovative ways to draw the customers in? Check out our blog post, Equipment That Supports C-Store Menu Innovation.
