Technomic research notes c-stores cater to cravings, convenience

New research finds consumers taking advantage of expanding foodservice options offered by convenience stores, many times at the expense of quick-service restaurants, according to foodservice research firm Technomic.

Of consumers polled on their most recent convenience store foodservice purchase, 27 percent indicated that if they had not bought their meal from the convenience store in question, they would have purchased it from a fast-food restaurant. That number is nearly identical to those who said they would have ordered from another convenience store.

"Convenience stores are increasingly falling into the same consideration set as fast-food restaurants," says Technomic Director Tim Powell. "This really speaks to the enhanced foodservice offerings in convenience stores as well as evolving consumer behaviors. In our recent survey of more than 3,700 consumers who visit convenience stores, 82 percent said they purchase prepared foods from them at least once a month, while 52 percent do so at least once per week."

Other findings include:

Twenty-seven percent said they purchased an afternoon snack during their most recent visit, while 19 percent purchased lunch. A significant number (23 percent) also indicated they only bought a beverage.

Impulse buying plays a big role in convenience store foodservice purchases. Thirty-one percent of c-store foodservice consumers said that seeing an item, which triggered a craving, was the primary motivation for purchasing it.