If we turn back the pages of history and look at the birth of the convenience store, we’ll find an innovation by Southland Ice Co.’s “Uncle Johnny” Green. His idea: offer a variety of staples from the ice dock. He noticed sales on these items increased when the grocery stores were closed. As time progressed, “convenience” food evolved to meet the needs of America’s workforce with ready-to-eat meals and an expanded selection of snack and beverage items.
Today’s traditional, expanded and hyper c-store concepts have evolved leaps and bounds from Uncle Johnny’s original creation. Just yesterday, I had some of the best barbecue in Arizona at Tom’s Thumb Fresh Market, a gas station and car wash that also happens to have exceptional eats.
The industry has come a long way, evolving far beyond the former trends of co-branded or shop-in-shop food concepts to foodservice being an integrated part of the c-store’s mission.
But why the shift? Why are c-stores pivoting now, and under these conditions? Better ingredients, a larger variety, made-to-order execution and healthier options are all expensive improvements, especially when you consider the costs of existing-store renovations, new equipment and change-of-use permits. And let’s not forget the rise of minimum wage and lack of qualified labor.
It comes from the consumer. Today’s consumers have broadened their definition of a “necessity” while amplifying the demand for convenience. The result is heightened expectations for all foodservice operators, restaurants and retailers alike.
Finding Your Muse
As a food and beverage innovation agency, The Culinary Edge is always seeking to identify shifts in the marketplace. Along the way, we’ve identified three main trends affecting this shift in and elevation of c-store culinary offerings:
- The conscious consumer who desires better quality and more health-minded ingredients.
- Consumers’ more progressive palates that seek variety and novelty.
- A desire for instant gratification and immediate convenience.
The conscious consumer is an ever-growing consumer segment as more shoppers connect “conscious consumption” to healthier living. These consumers seek a story behind where their food comes from, and they care about the environmental and social effects of the food they eat. This drives their purchasing habits: They’re concerned about the ingredients that make up the foods they’re eating, as well as packaging and the people who bring that food to the marketplace.
The success of restaurant concepts such as Sweetgreen partnering with local farmers, and Mendocino Farms developing a co-branded partnership with Whole Foods, are examples of conscious consumption.
Consumers with progressive palates are in search of unique flavors and the ability to create a meal to their specification. The days of a banh mi or poke bowl available only on the coasts are over; these trends are surfacing across the country. First Watch, a client of The Culinary Edge, is having nationwide success with menu items such as avocado toast, coconut milk chia seed pudding and a fresh-pressed “Morning Meditation” juice made with turmeric, ginger and beets. As progressive gets more mainstream, it is important to attract these guests with items that will deliver trend-forward flavors while being conscious not to alienate existing guests.
Consumers who desire instant gratification are prime targets for the c-store industry. Today’s consumers may be time-challenged, but they aren’t willing to completely sacrifice their eating preferences or behaviors for the sake of convenience. Delivery services such as UberEats and Delicious Delivery offer seemingly limitless options that can be delivered in mere minutes. They are a testament to the changing needs and demands of modern consumers.
Bite Which Bait?
These trends may seem progressive and niche today, but they will only continue to grow. It’s also important to remember that there will never be a shortage of food trends. Deciphering between the shiny objects and the bait worth biting—and knowing where to invest a brand’s energy and resources—are critical to gaining and maintaining a position as an industry leader. Once one identifies the bait worth biting, being an early adopter in these areas will garner credibility and trust from consumers, enhancing the brand’s perception and creating a path for future innovation and experimentation.
Sean McGuinness is the senior director of business development for The Culinary Edge in San Francisco. Reach him at sean@theculinaryedge.com.
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