As consumer habits continue to shift toward on-the-go dining, desserts have become an essential part of the product mix. Just because someone’s in a rush doesn’t mean they should forego a quality sweet treat when they’re in the mood for one. A recent survey from Datassential found that desserts are primarily eaten for enjoyment with nearly half of all consumers reaching for them to indulge or satisfy a craving.
With 11% of consumers’ most recent dessert purchase coming from a C-store, there’s plenty of room for growth.
Consumers’ Most Recent Dessert Purchase Location:
Time for Desserts
As the day progresses, dessert consumption becomes more frequent, with nearly three-quarters of all dessert occasions occurring after lunch. This presents a prime opportunity for C-store operators to offer and promote desserts in the afternoon and evening hours. Generational preferences also shape dessert timing. Millennials and Gen X consumers tend to enjoy desserts as an afternoon snack. In contrast, Gen Z and Baby Boomers are more inclined toward late-night sweet treats. Understanding these behaviors can help operators tailor their offerings and marketing strategies accordingly.
The Right Flavors & Formats for C-Store Desserts
Grab-and-go ease is crucial when it comes to dessert offerings. While classic dessert formats remain essential, they serve as the perfect base for introducing innovative flavors.
Consider
El Monterey® Raspberry Mini Chimis
A creamy cheesecake and raspberry filling inside a tasty, crispy tortilla.
In particular, nostalgic flavors have gained traction with QSR menus increasingly incorporating them over the past four years. Think flavors like birthday cake, cookies and cream, and cinnamon roll — comforting yet exciting twists on familiar favorites.
Consider
El Monterey® Apple Pie Empanadas
A light and flaky crust, filled with cinnamon and apples.
Marketing C-Store Desserts to Maximize Sales
Bundling and strategic promotions can make a big impact.
- Pairing Desserts with Coffee: Create a simple yet effective combo that appeals to morning and afternoon snackers looking for a boost.
- Savory & Sweet Bundles: Offer a hot case item with a dessert to create a complete meal experience.
- Getting Creative: Use fun, custom names, social media engagement, and other traffic driving messages to encourage trial and repeat purchases.
- Sweet Add-On Deals: Special pricing with the purchase of another hot prepared food item can make it easier for consumers to treat themselves.
- Loyalty Program Promotions: Use data from rewards programs to offer consumers an exclusive deal on their birthdays or other appropriate holidays/events.
Unlock the Potential of C-Store Desserts
With desserts playing a growing role in C-store foodservice, operators have a sweet opportunity to boost sales and attract repeat consumers. Whether through nostalgic flavors, strategic bundling, or targeted marketing, dessert sales can be a powerful revenue driver. Ruiz Foodservice offers a variety of delicious desserts crafted to meet the needs of C-store operators. Be on the lookout for new dessert choices coming soon! Contact us today to start the conversation about growing dessert sales in your stores.
Source: Datassential, Prepared Desserts Report; January 2025
