Restaurants: Coffee customization is more popular than ever. Here’s how c-stores can capitalize

Why it is the topic trending:

The increasing popularity of coffee customization at convenience stores, driven by consumer demand for personalized beverages that rival those from coffee shops, is a significant development in the retail foodservice sector. C-stores are actively enhancing their coffee programs to attract and retain customers, especially younger demographics, making this a relevant and trending topic within the convenience store industry and among coffee enthusiasts.

Overview:

The article discusses the growing trend of coffee customization at convenience stores like 7-Eleven, Casey’s General Stores, and Wawa, which are expanding their condiment bars with a wide array of creamers, sweeteners, and syrups to compete with quick-serve restaurants and coffee shops. This strategy aims to cater to consumer preferences, particularly among Gen Z and Millennials who are more likely to purchase coffee away from home. The article emphasizes the importance of offering high-quality coffee, maintaining cleanliness at condiment bars, and providing a consistent and well-organized customization experience.

Detailed findings:

• An increasing number of c-stores are encouraging coffee customization at condiment bars.

• This is part of an effort to compete with QSRs like McDonald’s and Starbucks.

• 53% of consumers say they can customize their coffee at c-stores, but 51% feel options are more limited than at coffee shops.

• Younger consumers (Gen Z and Millennials) are significantly more likely to drink coffee away from home.

• C-stores should prioritize offering high-quality, fresh coffee as the foundation of a successful program.

• Condiment bars should stock common add-ins like sweeteners, milk, alternatives, and popular flavored creamers (caramel, hazelnut, vanilla).

• C-stores should experiment with emerging trends like sugar alternatives (Stevia), floral and fruity syrups (lavender, yuzu), and functional ingredients (protein, matcha powders).

• Cleanliness of the condiment bar is vital, with 77% of consumers citing it as the most important attribute.

• Condiment bars should be well-organized, clearly labeled, and consistently maintained.

• Shrinkage, waste, and theft are challenges that can be managed by factoring them into pricing.

Key takeaway:

Coffee customization is a key strategy for convenience stores to attract customers, particularly younger generations, by offering personalized beverage options that meet evolving preferences, provided that c-stores prioritize high-quality coffee, maintain clean and well-stocked condiment areas, and offer a consistent customization experience.

Main trend (name): The Democratization of Coffee Customization

Description of the trend (please name it): The Democratization of Coffee Customization describes the increasing availability and emphasis on personalized coffee options beyond traditional coffee shops and quick-serve restaurants. Convenience stores are now actively adopting and expanding their coffee customization offerings, making tailored coffee beverages more accessible and commonplace for a broader range of consumers in various retail environments.

What is consumer motivation:

• Personalization and Choice: Consumers appreciate the ability to tailor their coffee to their specific taste preferences.

• Variety and Experimentation: The wide array of add-ins allows for experimentation with different flavors and combinations.

• Value and Convenience: C-stores often offer a more convenient and potentially cost-effective alternative to dedicated coffee shops.

• Emulating Coffee Shop Experiences: Consumers are increasingly expecting the same level of customization options they find at specialty coffee retailers.

What is driving trend:

• Competition in the Foodservice Sector: C-stores are actively trying to compete with coffee shops and QSRs for beverage sales.

• Changing Consumer Expectations: Younger consumers, in particular, have come to expect customization as a standard offering in the beverage industry.

• Profitability of Coffee Programs: Enhanced coffee programs can drive foot traffic and increase overall sales for c-stores.

• Insights into Consumer Preferences: Data on popular flavors and add-ins helps c-stores optimize their offerings.

What is motivation beyond the trend:

• Caffeine Needs: The primary driver for many coffee purchases is the need for a caffeine boost.

• Routine and Habit: Coffee consumption is often a daily routine for many individuals.

• Social and Cultural Aspects: Coffee is frequently consumed in social settings or as part of a cultural ritual.

Description of consumers article is referring to (age, gender, income, lifestyle):

• Age: Younger consumers, including Generation Z and Millennials, are specifically highlighted as being more likely to drink coffee away from home and value customization.

• Gender: Not specifically mentioned, but coffee consumption and the desire for customization likely span across genders.

• Income: Convenience stores typically cater to a broad range of income levels. The focus on value suggests that affordability is still a consideration for many c-store customers.

• Lifestyle: Individuals with busy lifestyles who need quick and convenient coffee options. Younger demographics who have grown up with customizable beverages are a key target.

Conclusions:

Coffee customization is no longer limited to specialty coffee shops but is becoming a democratized offering in convenience stores. By providing a wider array of choices, c-stores aim to capture a larger share of the away-from-home coffee market, particularly among younger consumers who value personalization. The success of this strategy hinges on maintaining high-quality coffee, ensuring cleanliness and organization at condiment bars, and continuously adapting to evolving consumer preferences for flavors and add-ins.

Implications for brands (c-stores):

• Increased Foot Traffic and Sales: Offering appealing coffee customization can attract more customers and drive sales of related items.

• Competitive Differentiation: A strong coffee program with ample customization can set a c-store apart from competitors.

• Customer Loyalty: Providing a positive and personalized coffee experience can foster repeat business.

Implications for brands (coffee suppliers):

• Opportunity to partner with c-stores to provide high-quality coffee beans, brewing equipment, and a diverse range of add-in options.

• Can offer insights and support to help c-stores optimize their coffee programs.

Implication for society:

• Reflects a growing expectation for personalized and convenient food and beverage options.

• Highlights the increasing role of convenience stores in meeting consumers' daily needs.

Implications for consumers:

• Greater accessibility to customized coffee beverages in more locations.

• More options to tailor their coffee to their specific tastes and preferences.

Implication for Future:

• Expect continued expansion and innovation in c-store coffee programs, with even more diverse and trendy customization options.

• Technology may play a role in streamlining the customization process, such as through mobile ordering or digital displays.

Consumer Trend (name, detailed description):

• Name: Personalized Beverage Experiences

• Detailed Description: Consumers across various beverage categories are increasingly seeking personalized options that cater to their individual taste preferences, dietary needs, and desired flavor profiles. The trend of coffee customization in c-stores is a clear example of this.

Consumer Sub Trend (name, detailed description):

• Name: Convenience-Driven Customization

• Detailed Description: Consumers value the ability to customize their beverages in convenient retail environments like convenience stores, especially for everyday purchases like coffee. This sub-trend combines the desire for personalization with the need for speed and accessibility.

Big Social Trend (name, detailed description):

• Name: The Expectation of Personalization

• Detailed Description: In today's consumer culture, there is a growing expectation for products and services to be personalized and tailored to individual needs and preferences, driven by technological advancements and a desire for unique experiences.

Worldwide Social Trend (name, detailed description):

• Name: The Global Love of Coffee and its Variations

• Detailed Description: Coffee remains a globally popular beverage, and consumers around the world are increasingly interested in exploring different flavors, preparations, and customizations, leading to a demand for diverse coffee programs in various retail settings.

Social Drive (name, detailed description):

• Name: The Desire for Individualized Satisfaction

• Detailed Description: A fundamental consumer drive is the desire for products and experiences that meet their specific needs and bring them personal satisfaction. Customization in beverages directly addresses this drive by allowing individuals to create a product that aligns perfectly with their taste preferences.

Learnings for brands to use in 2025:

• Personalization is a key factor in attracting and retaining customers, especially younger demographics.

• Convenience is paramount in the retail foodservice sector.

• Maintaining high quality and cleanliness is crucial for building trust and repeat business.

• Staying updated on evolving consumer preferences for flavors and add-ins is essential.

Strategy Recommendations for brands to follow in 2025:

• Invest in high-quality coffee beans and brewing equipment.

• Expand and diversify the offerings at condiment bars based on market research and emerging trends.

• Implement strict cleaning and restocking protocols for coffee condiment areas.

• Provide clear and easy-to-understand signage and organization at customization stations.

• Consider incorporating feedback from customers to continuously improve their coffee programs.

Final sentence (key concept) describing main trend from article:

Coffee customization is becoming a standard offering at convenience stores, driven by consumer demand for personalized beverages and c-stores' efforts to compete in the broader foodservice market.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Convenience store operators in 2025 should prioritize enhancing their coffee programs by expanding and optimizing their coffee customization offerings. They can achieve this by investing in high-quality coffee and a diverse array of popular and trending add-ins at their condiment bars. Crucially, they must ensure rigorous cleanliness and efficient restocking of these areas to provide a positive and appealing experience for customers. By staying attuned to the preferences of younger consumers and continuously evaluating and updating their customization options, c-stores can effectively compete with coffee shops and QSRs, driving foot traffic and increasing sales in this vital category.

Final Note:

• Core Trend: Mainstreaming of Beverage Personalization

  • Detailed Description: This core trend highlights the increasing consumer expectation for personalized beverage options across various retail channels, with convenience stores now actively participating in offering customization beyond traditional coffee shops.

• Core Strategy: Convenience Retail as a Hub for Customizable Beverages

  • Detailed Description: The central strategy involves convenience stores positioning themselves as accessible and convenient locations for consumers to obtain personalized coffee and other beverages, meeting the demands of busy lifestyles and individual preferences.

• Core Industry Trend: The Competitive Evolution of C-Store Foodservice

  • Detailed Description: The convenience store industry is undergoing a significant evolution in its foodservice offerings, with a growing emphasis on high-quality, customizable options like coffee to better compete with quick-serve restaurants and specialty food retailers.

• Core Consumer Motivation: Seeking Tailored Convenience in Daily Rituals

  • Detailed Description: Consumers are primarily motivated by the desire to integrate personalized options into their daily routines in convenient ways. For coffee, this means having the ability to customize their beverage to their liking at a location that is easily accessible as part of their daily commute or errands.

• Final Conclusion: The trend of coffee customization in convenience stores underscores the growing power of personalization in the retail landscape, with c-stores strategically adapting their offerings to meet consumer expectations for tailored beverages within the context of convenient, everyday purchasing opportunities.

• Core Trend Detailed (words on Core Trend): The core trend of Mainstreaming of Beverage Personalization signifies a significant shift in the beverage industry where the ability for consumers to tailor their drinks to their specific preferences is becoming increasingly commonplace and expected, moving beyond niche coffee shops to more widely accessible retail environments. This is driven by a consumer desire for individualized products that cater directly to their unique tastes and needs. Convenience stores, recognizing this demand, are now embracing the provision of extensive customization options for coffee and other beverages, making personalization a mainstream offering rather than a premium or specialized one. This democratization of customization reflects a broader consumer expectation across various product categories for a more tailored and individualistic experience.

Source: https://www.cstoredive.com/news/coffee-condiment-bar-c-store-success/741222/