MINNEAPOLIS -- Convenience-store shoppers’ needs vary depending on whether they are shopping in the city versus the suburbs, according to General Mills Convenience & Foodservice, which conducted a survey to learn more about usage and desired offerings among urban, suburban and rural convenience-store shoppers.
General Mills found that c-store shoppers are not tied to one specific location. On average they are visiting three different types of convenience stores a month:
- 72% of c-store shoppers visit c-stores in suburban locations.
- 68% of c-store shoppers visit c-stores in urban residential areas with single-family homes.
- 53% of c-store shoppers visit c-stores in urban business districts.
- 52% of c-store shoppers visit c-stores in urban residential areas with apartment or small town/rural c-stores.
When asked about their expectations of convenience stores, consumers’ responses varied by geography:
- Suburban: An all-day stop for quick, small-item picks.
- Rural: The while-on-the-go relief and refueling stop.
- Urban Residential (Single-Family Homes): Quick stop when out and about for fun and basics.
- Urban Business: Routine stop for easy meals/snacks during the workday.
- Urban Residential (Apartments): Pit stop while on-the-go for essentials and entertainment.
“Not all trips to convenience stores are created equally,” said Lindsey Shepherd, consumer insights researcher at General Mills Convenience & Foodservice. "While there are more similarities than differences among c-store locations, understanding the nuances can drive profitability for the retailer and satisfaction for the shopper. C-stores should leverage their locale to customize their assortment.”
To help convenience stores make the most of their location, General Mills offers the following tips:
- Suburban & Urban Residential: C-Stores: Focus on speedy service in an accessible environment.
- Rural C-Stores: Drive shoppers inside the store with snack and beverage deals.
- Urban Business C-Stores: Increase variety and customization of foodservice.
- Urban Residential C-Stores: Prioritize healthier food and beverage offerings and services like video rentals.
General Mills surveyed 3,198 convenience-store food and beverage shoppers, ages 18-64, who participated in a nationwide online survey in November 2014.
The General Mills Convenience & Foodservice division serves the convenience, foodservice and bakery industries with a brand portfolio that includes Big G Cereals, Yoplait, Nature Valley, Gold Medal, Pillsbury, Chex Mix, Bugles and Gardetto’s. Based in Minneapolis, the division had fiscal 2014 net sales of $1.9 billion.
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