Ready to thrive in the new C-store era? Download our whitepaper to explore the key trends shaping consumer expectations and unlock smart, scalable ways to stay competitive, boost traffic, and turn your hot prepared food assortment into a destination.
Overcoming Hot Food Skepticism in C-Stores
Consumers are no longer settling for “good enough.” In fact, nearly 80% of them now expect premium food at affordable prices.* Take a look at some common perceptions around C-store hot food and see real, practical solutions that can shift the narrative and drive more traffic, loyalty, and sales.
Perception
There’s a lack of innovation
in food choices.
Solution
Use LTOs with strong visuals, signage, and sampling to make trial less risky. Focus on craveable, familiar formats with a twist.
Perception
C-stores are not as clean as they should be and are concerned about food safety.
Solution
Highlight sanitation practices, use prep areas where consumers can see what’s happening, and frequently clean visible spaces.
Perception
C-store hot foods are low quality.
Solution
Keep hot food displays full, clean, and well-lit. Highlight freshness cues like time stamps, steamy visuals, or POS messaging to boost perceived quality. Offer known, trusted brands.
Perception
C-store food is inexpensive but also low value.
Solution
Emphasize product quality and promote combo deals, loyalty programs, and BOGO offers. Consider “value meal” tiers like QSRs have popularized.
Perception
“Gas station food” doesn’t equal a real meal.
Solution
Position your stores as quick-meal solutions, not just snack stops. Promote “last-minute dinner” bundles and “on-the-way-home” offers.
*Ruiz Foodservice Operator Survey, 2025
Merchandising Mastery
Gone are the days of basic roller grills and condiment stations. By elevating the look, functionality, and performance of your roller grill and hot food programs you can create a more exciting experience for consumers — and get them through your doors instead of a QSR.
Did you know?
estimated increase in C-store sales when printed or digital promotional signage is utilized in- or near-store.**
How much additional profit per week can roller grill merchandising bring to your stores?
**Across ten published cases from 2010-2024, adding branding or digital signage to C-store equipment drove an average 30-40 % lift in item sales or shopper conversion, with most conventional programs clustering in the low-teens to low-30s and tech-heavy installs occasionally pushing 50-100 %. Compilation of publicly reported signage-effectiveness studies — CSNews (2010), POPAI floor-graphics research (2013), Walgreens × Cooler Screens pilot (Forbes, 2020) and VideoMining Pump-to-Store Case Study (2024).
By prioritizing premium products, eye-catching marketing, consistent promotions, and a clean, welcoming environment, we successfully reversed significant post-COVID downturns. Our Grill program continues to grow as we remain dedicated to innovation and discovering fresh, engaging ways to delight our guests and deliver an outstanding experience.
Shaun Croshaw, Associate Food Category Manager, Pilot Travel Centers
An Improved Condiment Station for Easy Customization & More
The Power of Point-of-Sale Merchandising
A 2024 study found that 28.7% of C-store shoppers intended to visit a QSR within 30 minutes of their convenience store visit.* POS messaging at the pump and in-store is one of the most effective ways to catch that traffic before they leave without a food purchase. With the right signage, placement, and promotions, you can turn high-traffic areas into powerful revenue drivers that influence decisions and reinforce brand loyalty.
*NACS Magazine, Stop Foodservice Leakage, March 2025
Take a Look at Where C-Store Hot Foodservice Is Headed
These next-gen stations combine bold design, intuitive layouts, and tech-forward features to deliver a fresh, frictionless experience that meets the demands of modern consumers.
C-Store 1 Enhancement
C-Store 2 Enhancement
C-Store 3 Enhancement
Going Beyond the Roller Grill
Hot prepared foods will always have a place as delicious, grab-and-go choices for busy consumers, but they can also be used as the base for labor-friendly, customizable options.
Customizable, Made-to-Order Meals
Check out recipes that transform Tornados® and El Monterey® items into bold, traffic-driving choices.
The C-store foodservice landscape is evolving fast, and operators who adapt stand to gain the most. Whether it’s refreshing your hot food station, embracing new consumer trends, or leveraging the power of smart merchandising, even small changes can lead to big results. Use the insights and inspiration throughout this page to reimagine what your food program can be, and take the next step toward a more modern, profitable future.
