Craveability came out as the second most important need-state category. Thirty percent of consumers said the need to satisfy a craving was the reason for visiting a c-store chain on a particular occasion.
Most of the 27 c-store chains tracked by Technomic’s Consumer Brand Metrics scored well on the craveability attribute, but Casey’s General Store led with a score of 37.8%. Ampm and 7-Eleven also scored high at 36.4% and 36.3%, respectively. The latter two chains place a strong emphasis on catering to young consumers with exclusive—and sometimes off-the-wall—offerings, perhaps contributing to their high craveability.