As the entire foodservice and retail sectors are adjusting to changing consumer demands for freshness, ingredient transparency and health, so too are c-stores determining where they fit into the conversation. The customer demand may be closer than you think.
Enticing Descriptors
When asked, “Which descriptive words entice you when purchasing food from a restaurant or store?”, c-store
consumers across the board were more likely to be influenced by descriptors than average consumers.
| Descriptor | All consumers | C-store consumers |
| Fresh | 69% | 73% |
| Local | 47% | 52% |
| Homemade | 46% | 50% |
| Natural | 45% | 55% |
| Whole grain | 38% | 43% |
| Organic | 30% | 41% |
| Honest | 28% | 40% |
| Simple | 26% | 32% |
| Handcrafted | 22% | 31% |
| Sustainable | 21% | 25% |
| Free-range | 21% | 25% |
| Artisan | 19% | 23% |
| Naked | 9% | 16% |
Source: Culinary Visions Panel
Base: 1,227 consumers, including 277 c-store consumers
Joining the First Lady’s Fight
A number of c-store retailers have joined the Partnership for a Healthier America (PHA) with a commitment to help make healthy choices easier. The PHA is a nonpartisan, nonprofit organization created in 2010 in conjunction with, but independent from, first lady Michelle Obama’s Let’s Move! program. Take a look at what a few retailers are vowing to do:
The Fremont, Calif.-based chain of more than 120 convenience stores has committed to offering healthier products, increasing affordability of those products and increasing marketing and promotion of healthier items. It is offering bicycle racks for its patrons and bike storage for employees where possible, and is providing a 20% discount for employee purchases of fresh fruits and vegetables.
2. Sheetz
Last October, Altoona, Pa.- based Sheetz made a two-year commitment to deliver and promote more nutritious options across its 475 stores. It is expanding its offerings of fresh fruits and vegetables, whole grains, low-fat dairy and healthier packaged and made-to-order foods. It will also offer a minimum number of kids’ meals that meet nutrition standards.
3. Kwik Trip
La Crosse, Wis.-based Kwik Trip, which runs 450 c-stores in the Midwest, joined in March 2014 with a commitment toward offering more produce, whole grains and nonfat/low-fat dairy products—all priced less than its regional average prices. It is promoting at least two combo meals that meet specific nutrient and affordability criteria, and is offering employees incentives such as free fruit daily.
CONTINUED: The Grocery Landscape
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