3 Big Numbers is a weekly column that looks at a few key details from around the c-store industry.
Food is becoming a massive focus for c-stores. NACS reported that in 2024, foodservice — which includes prepared food; commissary; and hot, cold and frozen dispensed beverages — made up more than a quarter of inside sales and a third of gross margin dollars.
But while the quality, variety and reach of convenience store dining continues to grow, many people still aren’t convinced, according to a report from retail software company Logile. These customers continue to see c-store dining as a punchline rather than a viable option.
What’s the industry to do?
In this week’s “3 Big Numbers,” we dig into Logile’s report and see how convenience stores can allay customers’ fears.
74%
The percentage of respondents who say they trust c-store food safety less than that of restaurants.
Food safety was a big point of contention in the survey, with about three quarters of respondents saying they trust the safety of c-store food less than they trust restaurant food.
Additionally, the survey found that only 9% of people feel “highly confident” about c-store and gas station dining.
Retailers can boost their standing with customers by making their safety and cleanliness protocols clear and keeping the store clean. In fact, more than half of respondents said they have walked away from a c-store purchase after seeing dirty machines or prep areas.
Retailers should also make sure items aren’t sitting out too long — 77% of respondents told Logile that this is their most concerning red flag for food.
46%
The percentage of respondents who say gas station food has improved in the past five years.
The good news is that perceptions are improving. About 18% of respondents said food quality was noticeably better over the past five years, while 28% said gas station dining had gotten a little bit better. Roughly a third said they saw no real change in the quality of food.
Luckily, only 3% of respondents said they thought c-store food has gotten worse in the past half-decade. The rest said they didn’t pay enough attention to have an opinion.
It’s easy to see why more people are giving c-stores a chance. From large retailers like 7-Eleven to small operators all over the country, companies are putting more thought into their kitchens, dining spaces and menus.
32%
The percentage of respondents who say they’d buy pizza from a convenience store without any concerns.
There are some categories that customers tend to feel are safer than others.
Beverages ranked as the safest, with around two thirds of respondents saying they trust fountain drinks and a little over half saying they trust self-serve coffee. Pizza was the highest-rated food item, with almost a third saying they wouldn’t have a concern about buying it from a c-store. Food prepared inside the store was slightly less trusted, at 30%.
On the flip side, the infamous “gas station sushi” topped the list of items customers reported they’d never trust from a c-store, with a whopping 85% of respondents saying no thank you. Other items that gave the ick to more than a third of those surveyed were pre-cut fruit, packaged salads, hot-case burritos, hot dogs and nachos.
