Service as a convenience-store decision driver is significantly up, said Robert Byrne, senior director, consumer research, at CSP sister research arm Technomic, Chicago.
Byrne, speaking Monday at CSP’s Dispensed Beverages Forum in Lombard, Illinois, said that in just the last three years, the importance is growing, with 88% in 2025 in a Technomic survey saying friendly service is important or very important when choosing a c-store. This was 86% in 2024 and 83% in 2023.
By comparison, he said, free Wi-Fi access was important or very important to 50% of customers in 2025.
“Consumers are increasingly interested in the people aspect of their experience in your stores,” he said, adding that Gen Z is interested in people.
Experience is mattering more than ever to these young consumers, he said. They’ll notice the music that’s playing, maybe even first before they notice anything else.
“Eighty-three percent of c-store consumers say a welcoming, comfortable atmosphere is important when they’re choosing that retailer for their services,” Byrne said. “That’s a significant majority. Use fresh eyes when you’re looking around your stores. Your customers already are.”
Customers’ expectations are often built outside of the four walls of a retailer’s c-store, he said. Retailers should take this into account when they consider what they’re doing inside their own stores.
“I say to all operators and retailers who will listen to me: Let service be your differentiator,” he said. “So much is commoditized in today’s marketplace. This is the one way where you can truly stand out.”
He added: “Chick-fil-A, sure, they serve chicken sandwiches, but nobody serves a chicken sandwich the way that Chick-fil-A serves a chicken sandwich. Big difference. It means growth to them.”
Is the dispensed beverages area inviting?
Retailers should audit the physical experience in their dispensed beverages area, Byrne said. Consumers use dispensed occasions as a break from their busy routines, and more than 85% of dispensed buyers come into stores to make their purchases.
“Is your area defined, inviting and well-maintained?” Byrne asked. “Does the in-store experience provide us that much-needed break?”
Retailers also should assess the element of service and human touch—and ask themselves what are the non-digital ways they are connecting with their customers.
“Consumers tell us service matters more than digital amenities—extend your brand of hospitality to the dispensed area to demonstrate your personal dedication to your guests,” he said.
Value through quick, high-quality service was important or very important to 85% of customers in 2025, up from 83% in 2024 and 79% in 2023, he said.
In addition, a knowledgeable staff was important or very important to 80% of customers in 2025, up from 77% in 2024 and 72% in 2023, Byrne said.
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