When it comes to hot food, C-store consumers are no longer settling for “good enough.” In fact, nearly 80% of them now expect premium food at affordable prices,1 and they’re approaching roller grills and hot cases with the same expectations they have at QSRs. Here we unpack common perceptions around C-store hot food and offer real, practical solutions that can shift the narrative and drive more traffic, loyalty, and sales.
Perception
Consumers feel C-stores are not as clean as they should be and are concerned about food safety. While 89% of consumers say cleanliness is important, only 52% rate C-stores well on it.2 Cleanliness is a top decision factor but also a known weak point for some C-stores.
Solution
Highlight sanitation practices, use prep areas where consumers can see what’s happening, and frequently clean visible spaces. Printed stickers can seal sleeves or wrappers and show the time an item was prepared and when it expires.
Perception
C-store hot foods are low quality. 30% of consumers say food quality is getting better, but only 56% give C-stores high ratings.3 Freshness and quality are among the strongest motivators for choosing where to eat, yet C-stores often lag behind QSRs in perception.
Solution
Create a strong visual impression of freshness and abundance by keeping hot food displays full, clean, and well-lit. Highlight freshness cues like time stamps, steamy visuals, or POS messaging to boost perceived quality. Elevate trust by offering recognizable food brands that signal consistency and trust.
Perception
C-store food is inexpensive but also low value. Consumers are highly motivated by price, but 37% say prices are getting worse, and only 24% feel they get a good value at C-stores.3
Solution
Emphasize product quality and promote combo deals, loyalty programs, and BOGO offers. Consider “value meal” tiers like QSRs have popularized.
Perception
C-store foods aren’t customizable or fit within dietary preferences. 30% of consumers say C-store food choices don’t fit their preferences or diet, making them less likely to dine there.2 Demand is growing for high-protein and globally inspired choices.
Solution
Keep condiments close to the hot foods space along with suggestions for flavor pairings. Consider hot case and roller grill items for use in easy-prep, customizable choices. Call out nutritional information where beneficial (“High in Protein,” etc.)
Perception
There’s a lack of innovation in food choices. Consumers are open to trying new things, but only 24% tried something new on their last visit.3 Truly unique offerings can boost interest, but some operators fear new items can be too “out there.”
Opportunity
Use LTOs with strong visuals, signage, and sampling to make trial less risky. Focus on craveable, familiar formats with a twist.
Perception
“Gas station food” doesn’t equal a real meal. C-stores are still associated with impulse snacking over meal occasions. Only 21% of people visit C-stores often just for food.3 Lunch and afternoon snacks are most popular, but prepared food for dinner and family meals are still rare.
Opportunity
Position your stores as quick-meal solutions, not just snack stops. Promote “last-minute dinner” bundles and “on-the-way-home” offers.
Perception
C-store visits offer inconsistent experiences and don’t create loyalty. Most trips are driven by proximity, not preference,2 with true loyalty missing. Inconsistent food quality and experiences can erode repeat visits, especially if competitors offer better value or freshness.
Opportunity
Build consistency within your brand and locations by investing in staff training as well as coherent consumer-facing messaging. Loyalty programs are invaluable in promoting repeat visits through rewards points, exclusive deals, and customized promotions.
Hot foods remain a cornerstone of C-store foodservice, and operators who proactively address concerns around freshness, quality, variety, and other issues will be better positioned to win over selective consumers today and in the future.
1 Ruiz Foodservice Operator Survey, 2025
2 Datassential Segment Guide: C-Store, 2024
3 Datassential, SNAP! Keynote, C-Store Foodservice, January 2023
