Foodservice has become a cornerstone of the convenience store (C-store) channel, accounting for nearly one-third of total sales and profits, according to Mintel’s NACS CSX Convenience Benchmarking Database 2024. As shoppers increasingly turn to C-stores for quick meals and snacks, bundling – pairing food and beverage items into value-driven combos – is shaping the future of the category by driving traffic and strengthening customer loyalty.
C-stores are also redefining mealtime by delivering more than quick-service restaurants (QSRs) can – combining speed, customization, fresh-to-order options and flexible hours into a true one-stop-shop experience. Consumers are taking notice, increasingly viewing C-stores as a better alternative to traditional QSRs. To stay competitive, C-stores must continue scaling their foodservice strategies and design smart bundle options to keep pace with rising demand.
What Shoppers Seek in Bundles
Earlier this year, The Hershey Company sought to better understand what customers look for in C-store food bundles. Their findings reveal that the top five most desired items in a bundle are:
- Beverage
- Foodservice entrée
- Salty snacks
- Candy, gum and mints (CMG)
- Foodservice side
Notably, Hershey found that 60% of C-store shoppers have purchased a bundle, and for 73% of those shoppers, prepared food was the primary driver of that purchase. Prepared food not only drives profitability but also serves as a key driver of planned trips, giving shoppers a reason to choose convenience.
Among those bundle buyers, two-thirds said they specifically intended to purchase a combo, which proves that well-designed bundles are both expected and valued. While bundles with two or three items are viewed favorably, the most common bundle configuration includes four items, often anchored by a beverage, an entrée, a salty snack and candy, effectively providing a complete meal solution.
Daypart Dynamics: Candy Takes Center Stage
Shopper preferences shift depending on the time of day and the type of items they’re bundling, but candy is consistently present in bundles across all dayparts. Overall, 34% of shoppers include candy in their bundles, with chocolate being especially dominant. Within bundles, chocolate has double the inclusion rate of non-chocolate candy and peaks in the afternoon.
Standard chocolate bars are the most frequently added, thanks to their perceived value. King-size bars and peg bags remain relevant as well, often bundled with beverages, salty snacks, or energy drinks. The Hershey Company has found that its core brands, such as Reese’s, Kit Kat®, and Hershey’s, are among the preferred brands within bundles, with Reese’s remaining number one in both standard and king-size chocolate offerings. On the snacking side, 40% of bundles include salty snacks, with chips as the top category, followed by cheese puffs, pretzels and popcorn. Within the popcorn and pretzels categories, The Hershey’s Company’s SkinnyPop and Dot’s Homestyle Pretzels are the leading brands.
The Sweet Spot of Bundling
Bundling is more than a promotional tactic – it’s a proven way to elevate the C-store experience and maximize basket size. With the right mix of beverages, entrées, salty snacks and candy, C-stores can compete head-to-head with QSRs, all while delivering the speed, value and convenience today’s shoppers expect. Pricing is often the key to conversion, and the right discount can spark purchase interest, boosting sales and building bigger baskets without cutting too deeply into margins.
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This post is sponsored by The Hershey Company