Convenience stores have traditionally been a quick, one-stop shop for customers to fuel up and grab a beverage or a quick bite to eat. However, the pandemic caused a shift in consumer purchasing habits. The morning commute dwindled, and c-stores saw fewer customers pumping gas and getting their first caffeine fix of the day. The convenience store industry quickly pivoted to accommodate customers’ new demands — and business thrived.
So now what? We’re coming up on 2022 and with two years of the pandemic under our belts, where is the c-store industry headed? This post will explore three things c-store operations need to figure out in the new year to come.
1. Quality of prepared foods
In the past, approximately 80% of foods sold at c-stores were snacks and beverages slotted for immediate consumption. But over the past two years, the very in-and-out nature of the convenience store created an increased demand for multi-serve meals, grab-n-go offerings and grocery items. In fact, a whopping 67% of millennials say they purchased meals from a convenience store in the past month.
While the trend for these quick-serve meals is still alive and well, a recent study showed a seven point drop in satisfaction with prepared offerings over the past year. One in three customers wants more fresh and tasty food from their local c-stores. But, customers don’t want to pay big bucks for these items. In 2022, with over half of Americans purchasing meals once a month from c-stores, operations will need to offer fresh and tasty quick-serve meals at a reasonable price.
One way to up the quality of meals is to be sure staff have access to standardized recipes and are properly trained in quick-serve meal preparation. Some cooking equipment even allows operators to program recipes into toasters, cooktops, broilers and more for a perfect end-product each and every time. Quality food holding equipment is another way to ensure those perfectly prepared meals remain at their absolute best.
2. Meeting customers at their point of need
The demand for quality foods at an affordable price is one way to meet the customer at their point of need, but there are other areas to consider. Curbside pickup and delivery soared over the past two years, and many locations plan to keep offering contactless options. In fact, 20% of c-stores surveyed state that they plan to expand those services in the upcoming year.
Additionally, other conveniences here to stay are online ordering and contactless payment options. Customers recognize the multiple benefits of choosing items online and paying for them digitally — and they’re not about to give them up (especially with shopping in pajamas being such a major win). Any way you cut it, meeting the customer’s needs by providing contactless pickup, delivery, ordering and payment is a way to keep customers happy in the new year.
3. Loyalty programs
Meeting consumers’ needs and providing excellent service is the foundation of creating a loyal customer base. Repeat customers pull in the majority of revenue for most businesses. Regulars are the lifeblood of the c-store operation, and they should be rewarded. Creating smart loyalty programs is a sure-fire way to boost return customers and up your overall bottom line.
Digital-based reward plans are often the best way to go because they allow your operation to collect valuable analytics on your customers, providing a way to personalize the loyalty program to their needs and market to their purchasing preferences.
A budding excitement.
The new year always brings new opportunities and a budding excitement of what’s to come. With the right strategy, meeting your customers’ needs and taking steps to boost loyalty will propel your c-store operation into the future. Interested in other ways to step up your c-store game? Check out how Hatco has been helping c-stores for the last 70 years.
