Menu Inspiration & Trends
Why Foodservice is No Longer Optional for Convenience Stores
7/3/2026
For decades, food at convenience stores (c-stores) was little more than an afterthought. A roller grill of hot dogs spinning, a pot of coffee, and maybe a few packaged sandwiches in the grab-and-go cooler. Foodservice wasn’t a must-have; it was a nice-to-have alongside the core business of gas and convenient snacks and drinks.
That has all changed. Today, the foodservice program is one of the most important parts of any well-run c-store operation. It’s setting stores apart, allowing the segment to compete with QSRs and even fast casuals, and becoming a primary traffic driver for some brands.
If you are still running your prepared foods program like it’s a side hustle and not the main event, it’s time to rethink your strategy.
Foodservice is now big business
In a recent survey, a whopping 95% of c-store operators confirmed that foodservice is a strategic priority for their business, while 80% agreed that the success of the foodservice program is vitally important to the success of the store overall.1
“If you’re not in the foodservice business, then you’re not in business,” said one small c-store chain operator.1
How did foodservice become such a big part of c-store operations? It’s all about the margins. While gasoline has historically driven the most revenue overall, the margins are razor-thin, and getting thinner as gas prices climb higher and higher. In fact, c-store operators say gas margins are smaller than any other category outside of lotto tickets.2
Foodservice items, on the other hand, have larger profit margins than any other part of the store.2
Indeed, it’s the only category that c-store operators unanimously agree has large to moderate profit margins.2
Those margins have been growing in recent years as operators upgrade their programs and showcase higher-dollar items. No wonder the outlook for the category is so strong, with 63% of operators saying that prepared foods will be more important to their program in the next two years.2
Customers are embracing the renewed focus on foodservice. Today, nearly 80% of consumers say they occasionally or often visit a c-store just for the prepared food and beverage options, with 30% of Millennials saying they do so often.2
With more than 162,000 c-store locations in the U.S., and nearly 80% of users having visited one in the past week, the growth potential is enormous.2
What winning operators do differently
Compete directly with QSRs
The line between c-store and QSR food has been blurring for years. Consumers have noticed. Today, nearly 70% of consumers say that c-stores are just as capable of offering fresh, quality food as a QSR operator.1
“I think now convenience stores are getting really good at their food,” said one c-store shopper. “It’s almost like going to a restaurant or fast-food place.”1
That’s clear in the types of offerings that can now be found at c-stores, from wood-fired pizza to freshly-made smoothies.
C-store operators should invest in high-quality ingredients, signature items, unique offerings and LTOs, and restaurant-quality presentation to signal that menus are every bit as interesting and high-quality as the QSR restaurant across the street.
Keep it simple and allow for customization
Even as c-stores compete with QSRs on quality, they're not restaurants. But consumers don't necessarily need them to be. Instead, what they want is the quality of a restaurant experience without the wait or complexity. They want familiar, craveable items but at the quality that they now expect from the c-store category.
That's where a simple menu that allows for customization shines. The most popular c-store foods, like sandwiches, pizza, burritos, and tacos, naturally lend themselves to a build-your-own format that can be customized with different toppings, sauces, proteins, etc. It's the type of comforting food a c-store consumer loves with freshness cues built into the made-to-order prep method.
It's no wonder that in-store sub shops and customizable build-your-own pizza and burrito options top the list of unique options that consumers want to see at c-stores.2
These options work in operators' favor, too. Labor and space are constraints for nearly any c-store. A simple, focused menu that allows for customization gains engagement and perceived freshness without too many SKUs and difficult scratch preparation.
Stay consistent to earn loyalty
While convenience may be key to the category overall (the promise is right in the name, after all), it’s not the only factor that consumers consider when it comes to making a decision. With c-store consumers visiting so often, offering quality, freshness, and value every single time becomes essential. Indeed, 81% of consumers say they’ll choose a c-store that offers consistent foods and beverages over another option.2
Consistency translates directly to loyalty, which is critical in the c-store segment, where some customers visit every single morning or stop for gas and a meal at the same location. In fact, 21% of consumers say a membership or loyalty card is a reason they chose a specific c-store on their last visit.2
The most effective loyalty programs are tied to a mobile app, which is the single most-wanted tech feature from c-store shoppers.2 Operators can pair app-based rewards to drive frequency and reward loyalty, offering up frequent buyer deals, coupons, early menu releases, secret LTOs, more personalization, and the ability to order ahead.
Serve food all day
At one time, most c-stores were fairly limited in their daypart offerings. There was coffee and a breakfast sandwich in the morning, while the afternoon offered some roller grill hot dogs. But that’s changing.
In fact, most prepared foods purchases at c-stores today happen at lunch or during the afternoon snack daypart.1
Those afternoon snacking occasions have been surging, as consumers continue to snack more and more. Today, well over half (54%) of consumers said they stopped into a c-store for an afternoon snack in the past month, more than any other daypart occasion.1
Successful operators build menus that work across breakfast, lunch, dinner, snacking, and late-night dayparts.
Building a successful c-store menu
When it comes to today’s c-stores, what are consumers reaching for the most often? According to their purchasing history, c-store favorites are a mix of classic comfort options:2
Pizza: the most popular item that consumers purchase from c-stores. In a crowded field, make yours stand out at any daypart by topping it with Simplot RoastWorks® Roasted Potato and Vegetable All Day Hash.
Hot dogs and other roller grill items: a convenience store signature. Give them a lift with Simplot RoastWorks® RTE Flame-Roasted Peppers & Onions.
Breakfast sandwiches: anchoring the morning menu. Simplot Traditional™ Tater Squares™ make it a filling meal with maximum crunch and bold seasoning.
Hot sandwiches and wraps: growing lunch-time favorites. Simplot RoastWorks® RTE Flame-Roasted Corn & Black Bean Fiesta Blend add lots of flavor without excess labor costs.
Fried chicken, taquitos, burritos, and fries: craveable, portable options for all-day eating. Offer up Simplot Junior Cut Steakhouse Savory Blend SIDEWINDERS™ as a stand-out snackable fry, either on their own or as part of a combo.
There are some clear patterns found in these favorites: they’re all craveable, comforting, and easy to eat on the go. But they’re also evolving, showcasing new flavors and formats, whether it’s a Detroit-style pizza, chicken and waffle egg sandwich, or Korean BBQ-inspired burrito.
The right foodservice partner
While most c-store operators today are striving for exciting restaurant-quality food, they’re also juggling small footprints, labor crunches, shifting gas prices, and limited equipment; the list goes on and on.
Simplot’s flexible, ready-to-execute items take those demands into account, delivering on fresh, craveable c-store options without the heavy lifting. Comforting favorites, global options, consistent quality, and a good value make it easy to execute a c-store program that competes and excites.
Quality foodservice isn’t the future of c-stores. It’s the present. Winning c-store operators will compete with QSRs, keep menus simple and consistent, serve craveable food all day long, and choose the right partners.
For more insights and a wide range of menu ideas, join Simplot+ and gain immediate access to resources that can help your business grow.
1The Future of Convenience Stores, Technomic, 2026
2Convenience Store Keynote Report, Datassential, 2026
