Convenience
stores (c-stores) have quietly remade themselves over the last five years from
fuel-anchored retail lots into multi-daypart foodservice operators according to
Steven Johnson Grocerant Guru® at
Tacoma, WA based Foodservice
Solutions®. Rising consumer demand for hot, fresh, grab-and-go options
combined with investments in foodservice, beverage bars and made-to-order (MTO)
capability have pushed c-stores into direct competition with quick-service
restaurants (QSRs) across breakfast, lunch and dinner — while snacks and
beverage purchases continue to underpin visit frequency throughout the day. The
evidence below pulls together industry data and market studies to summarize how
each daypart is evolving and who shops when.
Morning: breakfast and coffee — the anchor of frequency
•
Coffee remains a critical foot-traffic driver. C-stores report the
highest purchase frequency for hot coffee across foodservice channels; many
shoppers buy coffee at least weekly, and coffee drives repeated habit visits.
Operators that improve flavor, freshness and convenience capture outsized share
of morning trips.
•
Breakfast is recovering and growing. Multiple industry studies show
breakfast sales growth outpacing other dayparts as more consumers return to
commuting and office routines; loyalty programs and targeted morning promotions
are cited as effective tactics to convert routine coffee buyers into breakfast
purchasers. Prepared breakfast sandwiches, protein bowls and heated bakery
items are key growth SKUs.
•
Operator implications: invest in temperature/hold systems, regimented
speed of service for AM rush, premium single-serve brew options and
cross-promotions (coffee + bakery/protein) to lift average ticket and capture
weekday habitual trips.
Midday: lunch — made-to-order and protein focus
•
Lunch is shifting toward hot, protein-forward offerings. Research and
platform data show consumers ordering hot, protein-focused grab-and-go meals
from c-stores at increasing rates; made-to-order sandwich programs, pizza, and
hot bowls are converting quick lunch occasions away from some QSRs.
•
Volume vs. value tension: Growth in foodservice has in some cases been
price-driven rather than volume-driven (foodservice CPI pressures noted), so
operators must balance quality and margin while maintaining price parity with
QSR alternatives.
•
Operator implications: build scalable MTO platforms (simple order
flows), spotlight protein choices, and use digital loyalty/order channels to
speed lunchtime throughput and reduce perceived friction vs. QSR lines.
Evening: dinner — c-stores as convenient meal destinations
•
Dinner traffic is growing where c-stores offer true meal value. Several
chains (and market studies) report that prepared foods are turning c-stores
into viable dinner options — especially for households seeking convenience,
value and shorter wait times than QSR. Chains with stronger commissary and
kitchen capabilities (pizza, sandwiches, higher-quality hot foods) report
measurable lift.
•
Operator implications: positioning matters — dinner success requires
higher perceived quality, consistent execution, and bundling (meal combos) that
compete on value and speed with local QSRs.
Late night: snacking, cravings and niche audiences
•
Late-night visits skew young and mission-driven. Data show a
disproportionate share of late-night shoppers are aged roughly 18–30 (students,
night-shift workers, late socializers); their spend centers on snacks,
beverages, and quick heat-and-go meals. Promotions, extended-hours offers and
culturally relevant marketing (music, social content) work well.
•
Operator implications: Optimize grab-and-go stacks, leverage lighting
and signage for visibility after dark, and maintain staffing/tech that supports
fast transactions for small-basket purchases.
All dayparts: the role of snacking visits and
complementarity
•
Snacking visits are the glue across dayparts. Impulse snack and beverage
purchases remain the largest single driver of in-store conversion and margin.
Studies consistently show candy, salty snacks and bakery items rank top for
impulse purchase — and these items attach to nearly any visit reason (fuel,
coffee, meal pickup). That makes snacking assortments and strategic placement
crucial to converting high-frequency, low-ticket trips into higher-margin
add-ons.
•
Cross-daypart synergy: a customer who drops in for morning coffee can be
converted later in the day via targeted digital offers to purchase lunch or an
evening meal; similarly, fuel trips can be leveraged to promote in-store meal
combos that capture more of the visit value.
Who shops when — demographic patterns
•
Morning (breakfast & coffee): commuters and older Millennials / Gen
X (work commuters) plus urban early-adopters; loyalty members skew slightly
older but Gen Z is growing share of single-serve and flavored coffee purchases.
• Lunch: workers without long lunch windows (office and light
industrial), time-pressed parents, and younger adults seeking value/protein;
MTO appeal is broadening demographic mix.
• Dinner: families and value shoppers in suburbs, plus late commuters;
success here correlates with perceived food quality and value.
• Late night: Gen Z and younger Millennials, shift workers, students —
snack/drink oriented with occasional meal purchases.
Four Grocerant Guru® insights on mix-and-match
meal-component bundling
1. Design
modular bundles, not fixed combos. Offer componentized bundles (pick
protein + pick starch + pick side + beverage) with a small, transparent
bundling discount. Modularity increases perceived choice while simplifying
inventory and allows customers to assemble meals that match dietary preferences—reducing
the paradox-of-choice fatigue while increasing attach rate.
2. Use
price architecture to guide, not coerce. Structure tiered
pricing (value, premium, premium+). Make the “smart default” the best
margin-to-value option (e.g., a mid-tier build that nudges protein + side +
coffee). That steers mainstream shoppers toward profitable bundles while
leaving premium options available.
3. Operationalize
bundles for speed. Design assembly-line friendly
components: standardized protein portions, universal heat-and-hold
requirements, and pre-built side racks. Bundles must be executable in the same
window as single-item purchases to avoid lunch-rush friction. Invest in clear
POS prompts and staff micro-training so bundles flow rather than clog.
4. Personalize
bundling through data. Use LMS/loyalty and transaction data
to suggest prebuilt bundles by segment and daypart (e.g., “morning commuter
protein + large coffee” vs. “late-night snack pack for students”). Dynamic
offers delivered at point of sale or via app increase conversion and lift
basket size without expanding shelf space.
Think About This
•
Prioritize coffee quality and morning speed; convert coffee buyers into
breakfast purchasers.
• Scale simple MTO systems for lunch and dinner with protein focus and digital
ordering.
• Treat late night as a distinct P&L segment — optimize for young,
snack-first shoppers.
• Use modular bundling, POS guidance and loyalty data to raise take-rate across
dayparts.
Are you ready for some fresh ideations?
Do your food marketing ideas look more like yesterday than tomorrow? Interested
in learning how our Grocerant Guru® can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the
following links: Facebook, LinkedIn, or Twitter
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