How C-Stores can use QSR strategies to drive foodservice growth
On Thursday, August 20, CSNC’s sister publication Convenience Store News hosted The Counter, created and produced by the Convenience Foodservice Exchange. Foodservice experts Josh Spicher, research associate at Cleveland Research Company and Ryan Krebs, senior director of food and beverage of Sprint Mart explored menu innovation and value strategies quick service restaurants (QSRs) tactics that c-stores can use.
Spicher underscored the importance of limited time offers (LTOs) and driving growth by diversifying product pipelines.
He noted that major players like Taco Bell are planning over 25 new innovations this year, while Chipotle is doubling its LTO frequency. To maintain speed of service, these companies are rationalizing SKUs by removing slower-moving items.
“You can't have too much on the menu. And when looking at where QSRs are innovating around and what LTOs they are running, the focus is on a handful of areas. So first and foremost, focus on quality upgrades of existing items,” suggested Spicher.
Growing trends in convenience store foodservice
Spicher also noted that health trends are picking up in convenience and QSR channels alike. “Think higher protein, fibre, smaller portion sizes and bites. Also, chicken, beverages, new flavours around existing products. For this area, think things like spicy global flavours and then also sauces. This is a newer area we're seeing QSRs really lean into.”
Sauces are an easy and relatively cost effective way to spice up a menu, literally and figuratively. A new dipping sauce to the same chicken tender can give it a different, even international appeal to customers. Testing the response to a new menu item can be eased with a limited time offer; if the sauce or snack doesn't move, it can be easily removed from the menu once the LTO is over.
A survey run by Cleveland Research Company revealed convenience operators can benefit from meeting consumer demand for higher protein and fibre through "better-for-you" options. Their data showed 80% of convenience shoppers seek healthy products at least half the time.
Convenience shoppers asking for healthy products
Spicher observed that chicken products like strips and tenders for meal or snack options were successful for both convenience stores and QSRs. “we're seeing this growing demand for these portable chicken products fits into the whole higher protein push. It's also in general just supported by rising beef inflation. You can achieve more attractive price points right now with chicken and we're seeing many of the largest QSRs leaning into these chicken platforms.”
Their survey also indicated that c-stores benefit from developing specialty cold beverage platforms involving energy drinks and customized refreshments to compete with brands like Starbucks. “There's certainly a lot of ways for convenience stores to add additional customized beverage options, whether that's through self-service of current dispensed beverages or coffee platforms. Everything on the QSR side is supporting that consumers are willing to spend and customers are really trying to seek out these more customized beverage options.”
READ: The 2026 foodservice surge and how convenience stores can profit
Develop convenience around foodservice
Sprint Mart’s senior director of food and beverage, Ryan Krebs agreed that convenience is well-positioned to succeed in the evolving food service landscape. Krebs suggested that operators should develop their business around food rather than treating it as an afterthought. “Customers should see, smell and sample food immediately upon arrival,” he advised.
Krebs noted that C-stores should adopt QSR best practices regarding training and retention. He added that listing to employees’ feedback is a key to success, as employees feel that their experiences are valued. “Listen and react to customers and employees. We get feedback from our stores and some of our best ideas have come from customers and employees. This gives us an edge because somebody can mention something at a QSR drive-through and that's not getting further than the person that's taking the money, right?”
The c-store advantage
C-stores excel in personal customer relationships, 24-hour availability and providing essential services during emergencies. “We have a ‘personal experience opportunity’ that driving through a drive-through window on a freeway, that the QSRs aren't going to get. ‘Convenience.’ It's in our name. We are able to give a customer just about everything they want when they get on our lot, from gas to food to retail items when nothing else is open.”