Food quality and taste are just as important as convenience, Technomic reports.

What do consumers look for in convenience-store foodservice? More than convenience, according to data from Chicago-based Technomic.

In fact, 9 out of 10 consumers rate food quality and taste as being just as important as convenience. A comparable number assigned similar rankings to pleasant, friendly service and a convenient location.

In addition, convenience stores are diverting traffic from restaurants, especially QSRs. Thirty-four percent of consumers say they would have visited a restaurant if they had not purchased prepared foods from a c-store on their most recent visit. And 26 percent say they would have visited a fast food restaurant.

"Due to location and speed of service, c-stores are always going to be a dining option," says Darren Tristano, executive vice president of Technomic. "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."