NEW YORK–Americans who think of fossilized hot dogs, frozen burritos and salty snacks when they imagine grabbing food at a gas station or truck stop will be pleasantly surprised on their next road trip: U.S. convenience stores are offering them more and better — but not necessarily healthier — choices.
From 7-Eleven to regional chains like QuikTrip, operators of c-stores, as they’re known in the industry, are looking abroad for grab-and-go inspiration, adding seating in some locations and expanding their coffee menus to compete with Starbucks and experimenting with made-to-order meals for busy families.
The moves come as convenience stores look for ways to offset declining sales of cigarettes, cards and soft drinks. By tantalizing customers’ taste buds with fresh sandwiches and homemade burgers, the modest food marts aim to become an alternative to fast-food restaurants for busy Americans craving easy, interesting and cheaper dining options.
“It’s been a decades-long journey to go from food that was seen as desperation to destination,” said Jeff Lenard, vice president of strategic industry initiatives for the National Association of Convenience Stores.
Once known for breakfast and lunch, convenience chains like Wawa, with more than 1,000 locations on the East Coast, have also moved on to soup, chicken and seafood dinner options, with smaller operators like York, Pennsylvania-based Rutter’s. Rutter’s, which has 90 locations, is planning a new store format with more seating and 50 new locations over the next five years.
Casey’s General Stores, the nation’s third-largest convenience store operator with 2,500 locations, mostly in the Midwest and South, this year introduced hot chicken, pork sandwiches and burgers on brioche buns. The company, already known for serving pizza that customers enjoy, created a limited-time menu of pies and sliders made with smoked pork, barbecue sauce and pickles.
“We’re really approaching this as a restaurant, like we’ve always done, but even more so now,” said Carrie Stojack, vice president of brand and strategic insights for the Iowa-based chain. “The prices have gotten really high. So what’s happening is convenience stores are becoming a really viable option for guests.”
In line with their quest, convenience stores are expanding their delivery services to build on the customer base they’ve found during the COVID-19 pandemic. 7-Eleven plans to roll out its 7Now delivery app nationwide, which lets users order pizza, the chain’s signature Slurpees and thousands of other items to their doorstep.
The nation’s largest convenience store chain, owned by Japanese company Seven & i Holdings, is offering select Japanese products such as teriyaki chicken, rice balls, miso ramen and sweet chili chip wings at select locations in the U.S. and at its recently acquired Speedway and Stripes stores. Visitors to Japan and Hawaii often react with envy and surprise when they sample what’s on offer at a 7-Eleven in Tokyo or Honolulu.
The chain’s North American subsidiary said it is working with some of the same food manufacturers and commissariats that serve Seven-Eleven Japan. That includes Warabeya, which is expanding its U.S. operations to deliver fresh produce to stores and offer a range of offerings that appeal to regional tastes.
“Our team is drawing inspiration from around the world to introduce new products like Tajin Mangonada Donuts, BBQ Pork Sliders, Chicken Curry Bowls and all things breakfast sandwich,” the subsidiary said in a statement after declining interview requests.
Seven & i Holdings earlier this month announced plans to close 444 U.S. stores due to declining sales, inflationary pressures and an accelerating decline in cigarette purchases. The company has also made a takeover bid for Alimentation Couche-Tard, the Canadian owner of Circle K supermarkets.
Appealing grocery store food isn’t entirely new and varies widely by region. Buc-ee’s, the Texas-born chain with 50 stores in the South, has a cult following among fans who regularly stop in for breakfast tacos and snacks like caramel-covered corn puffs called Beaver Nuggets.
Pennsylvanians, meanwhile, are happily debating the relative culinary merits of Wawa’s food (try the Gobbler, a hot turkey sandwich with stuffing, gravy and cranberry sauce, which they recommend), Page (the extensive hot and customizable menu includes breakfast bagels and quesadillas) and Landhope Farms, beloved for its hand-dipped ice cream cones and milkshakes.
TikTok and YouTube videos of people spending a day eating nothing but grocery store food or comparing dishes from different chains have fueled interest in eating on the go.
Anderson Nguyen, 26, a TikTok content creator from San Francisco, tried the chicken, macaroni and cheese from Krispy Krunchy Chicken, which has locations in most gas stations and convenience stores.
“I generally don’t buy too much stuff from these convenience stores,” Nguyen said. But he said his experience at Krispy Krunchy Chicken will make him think again.
The coronavirus has created a unique role for the industry. Most restaurants temporarily closed their doors at the height of the pandemic, while many local stores remained open.
Sales of nonfuel items at U.S. convenience stores increased 36% from pre-pandemic 2018 to last year, from $242 billion to nearly $328 billion, according to a National Association of Convenience Stores analysis of sales data from about 20,000 locations. During the same period, cigarettes accounted for 20% of sales, from 31%.
By expanding their food offerings, convenience stores now risk stealing business from fast-food chains like McDonald’s, Burger King and Wendy’s, which used summer deals to revive sales, experts say.
Jonathan Raduns, CEO of food merchandising at retail consultancy Merchandise Food LLC, conducted an online sample of comparable items offered at specific fast-food restaurants and convenience stores, which found that supermarket food was actually cheaper.
For example, a large pepperoni pizza at Casey’s in London, Ohio, cost $13.99, while a similar size at Domino’s cost $14.99. And a large coffee at grocery chain Parker’s Kitchen in Savannah, Georgia, sold for $2.49, compared with $3.48 for a similar size at a nearby Starbucks.
Arko, a Virginia-based convenience store chain that operates stores under banners such as 1-Stop and ExpressStop, has focused on being an affordable alternative. Earlier this year, the company introduced what it described as an “inflation-increasing” 12-inch pizza that cost $4.99 for members of Arko’s free loyalty program and $7.99 for non-members.
“It took us months to find good quality, something that people could actually afford,” said Arie Kotler, CEO of Arko Corp.
Nutritionists and organizations like the American Heart Association are encouraging gas station vendors to focus on fruits and other fresh foods that are healthy.
Kristen Lorenz, a registered dietitian with a private practice in Grand Rapids, Mich., said convenience food companies have added healthier options, such as lettuce wraps and yogurt parfaits. Previously, prepared foods consisted of meat on a roll and pizza that looked “dry and wrinkly.”
One of Lorenz’s favorites: custom-made sandwiches at Sheetz and Wawa.
“Everybody needs to fill up and everybody needs to eat,” she said. “So it’s good to give Americans a variety of healthy options to choose from. And the great thing about these stores is that they still have the traditional items that can make a road trip fun. You could get a bag of chips.