Fuelling and feeding forecourt customers
Gas stations in Canada with food and beverage programs are filling bellies while they’re filling tanks. Now, while gas prices rise, so too could revenue inflation finally slow, they may wonder how their foodservice program can continue to offer value to consumers.
Amid rising costs of living, prepared foods and beverages from restaurants are the first thing consumers remove as they scale back spending. Low- and middle-income Canadians have been a boon for food and beverage sales from convenience stores and gas stations alike.
Still, in need of foodservice solutions—for reasons practical, social and emotional—consumers play a complicated game of “trading down” to more affordable occasions, venues and items. As such, the core consumer of both convenience and gas (C&G) stations has pivoted to funnel more of their foodservice meal occasions, and dollars, into the channel.
Don’t stop at the pump
A look at Ipsos Consumer Confidence metrics illustrates how, just as the market adapts to one problem, a new one is introduced. At the end of Q1 2026, inflamed global politics resulted in inflamed gas prices. Affordability has been a key issue for consumers and more than 60% of adults are saying rising gas prices are going to lead to further belt-tightening.
By the end of March 2026, Ipsos Foodservice Monitor was already tracking a reversal to strong growth in food and beverage traffic at gas stations, while convenience stores without gas continued to benefit from trade-down behaviours. Independents were impacted more greatly than chains that, by and large, have more developed foodservice programs.
Keep your foot on the gas
In the last 12 months ending March 2026, Canadians spent more than $1.3 billion at fully prepared and immediately consumed foods and beverages at gas stations. Even after food inflation rates peaked in 2022 (Statistics Canada), gas stations achieved double-digit growth every year up to 2026. Don’t let this reactive slowdown in Q1 2026 distract from the long-term opportunity that is winning over customers from quick-service restaurants. Gen Z customers who frequent convenience and gas have positive perceptions of food from the channel (more than any other generation) and C&G has a right to play and win in this price-sensitive economy.
Gas stations have been able to grow their food and beverage business beyond the core need for “convenience” or something to eat in the car. They have become real destinations—not just for value and deals, though
that still plays a substantial role. Today’s consumers place greater importance on food quality, freshness and healthfulness. They are also more willing to use convenience and gas stations as destinations for social occasions, to try new things, indulge in nostalgia and have fun. At a time when nearly six out of 10 Canadians report feeling stressed, convenience and gas stations can provide a cheap and cheerful solution.
Foodservice first
A gas station customer experiencing sticker shock at the pump may be more hesitant to purchase food and beverages. In turn, they might need a special reminder that picking up breakfast, lunch or dinner while refuelling can save both time and money down the road (i.e. not having to stop at a drive thru). In 2026, customers are making fresh, prepared foods and beverages the primary reason for visiting gas stations—not just an add-on purchase.
With that in mind, food and beverage marketing should extend beyond posters and banners at the pump to reach consumers throughout their daily routines, whether at home, at work or on the move. Fuelling bellies with strong foodservice programs is redefining what people think when they hear “gas station food.”
