Restaurants: Quenching the Convenience Crave: Beverages as Top Traffic Drivers for C-Stores

Why it is the topic trending: Why Convenience Stores are Banking on Beverages

• Unexpected Traffic Driver: Beverages are now outperforming traditional drivers like snacks and even fuel in attracting customers to convenience stores.

• High Purchase Rate: Over 80% of convenience store visitors are making beverage purchases, highlighting the category's importance.

• Habitual Purchases: More than half of consumers already know which beverage they want before entering the store, indicating strong brand loyalty or established routines.

• Opportunity for Premiumization: The demand for customizable, premium coffee presents a chance for convenience stores to compete with QSRs and coffee chains.

• Data-Driven Insights: The findings come from a proprietary study by Westrock Coffee Co., lending credibility to the trends identified.

• Strategic Importance for Retailers: Understanding beverage trends is crucial for convenience stores to optimize offerings and gain market share.

Overview: Beverages Take the Lead: Driving Foot Traffic and Sales in Convenience Stores

A recent study by Westrock Coffee Co. reveals a significant shift in convenience store traffic, with beverages now outpacing snacks and fuel as the primary driver of customer visits. The study indicates that over 80% of c-store visitors make a quick beverage purchase, often driven by habit, with many consumers already knowing their desired drink before entering. This highlights the crucial role of coffee, tea, and other beverages in not only attracting customers but also prompting purchases of food and other goods. The report emphasizes the opportunity for convenience stores to capitalize on this trend by offering premium options with greater customization, closing the quality gap with quick-service restaurants and coffee chains, and ultimately increasing market share and customer loyalty.

Detailed findings: Decoding the Beverage Boom in C-Stores: Key Insights from the Article

• Beverages Lead Traffic: Over 80% of c-store visitors purchase beverages.

• Outperforming Snacks and Fuel: Beverages are the top driver of traffic to convenience stores.

• Habitual Purchases: Over half of consumers know their beverage choice beforehand.

• Crucial Role of Coffee and Tea: These play a significant role in attracting customers.

• Opportunity for Premiumization: Rising demand for customizable, premium coffee.

• Close Quality Gap with QSRs: Convenience stores can evolve to offer coffee quality comparable to quick-service restaurants.

• Variety and Freshness Increase Purchases: Offering diverse coffee flavors and ensuring freshness can boost sales.

• Customization Drives Premium Demand: Made-to-order customization is a key factor for premium coffee.

• Most Consumers Visit for Beverages: This indicates a clear opportunity for retailers to gain market share.

• Focus on Return Visits: Offering premium options can give shoppers a reason to come back.

• Westrock Coffee Study: These insights come from proprietary research by Westrock Coffee Co.

• The Blend Report: More details are available in Westrock Coffee's quarterly report.

Key success factors of product (trend): Quenching Thirst for Success: Elements Driving Beverage Sales in C-Stores

• Convenience and Speed: Convenience stores are inherently positioned for quick and easy purchases, perfectly suited for beverage needs.

• Habitual Consumption: Many consumers have established routines that include purchasing a beverage at a c-store.

• Variety of Options: Offering a wide range of beverages caters to diverse consumer preferences.

• Premium Coffee and Customization: Providing higher-quality coffee with customization options meets evolving consumer demands.

• Integration with Other Purchases: Beverage stops often lead to the purchase of snacks or other items.

• Accessibility and Location: Convenience stores are often located in easily accessible areas, making them a convenient choice for on-the-go beverages.

Key Takeaway: Beverages are the New Kings of Convenience: Driving Traffic and Opportunity

Beverages, particularly coffee and tea, are now the primary drivers of customer traffic to convenience stores, presenting a significant opportunity for retailers to enhance their offerings with premium, customizable options to capture market share and foster customer loyalty.

Main trend: The Beverage-First Convenience Model

A shift in convenience store strategy where beverages take precedence over other categories like snacks and fuel in attracting customers and driving overall sales.

Description of the trend (please name it): The Liquid Magnet: How Beverages are Powering C-Store Traffic

This trend, "The Liquid Magnet," describes the increasing dominance of beverages as the primary draw for customers to convenience stores. Unlike traditional perceptions of c-stores being mainly for snacks or fuel, this trend highlights how coffee, tea, and other beverages are now the leading category attracting visitors and subsequently driving purchases across other product areas. This shift underscores the importance of a strong and appealing beverage selection in the convenience retail landscape.

Description of consumers article is referring to: Meet the Beverage-Focused C-Store Shopper: A Profile of the Modern Visitor

• On-the-Go Individuals: Consumers looking for quick and convenient beverage options while commuting or running errands.

• Routine Purchasers: Individuals who have established habits of buying their morning coffee, afternoon tea, or other daily beverages at a convenience store.

• Variety Seekers: Customers who appreciate a wide selection of beverages, including different flavors and types of coffee, tea, and other drinks.

• Quality-Conscious Consumers: A growing segment seeking premium coffee and the ability to customize their beverages, similar to offerings at dedicated coffee chains.

• Multi-Item Shoppers: Visitors who initially come for a beverage but often end up purchasing snacks, fuel, or other convenience items as well.

Based on the article and my understanding, the modern convenience store visitor is increasingly motivated by their beverage needs. Whether it's a daily coffee run, a thirst-quenching drink on the go, or the desire for a customized premium beverage, beverages are the key factor bringing them into the store, with potential for additional purchases.

• Who are them: Primarily consumers in the United States visiting convenience stores for quick purchases. This likely includes commuters, people on breaks, and individuals running errands.

• What kind of products they like: Coffee (including premium and customizable options), tea, and other beverages. The study also implies that these beverage purchases often lead to the purchase of food and other goods.

• What is their age?: The article does not specify an age range, suggesting this trend applies to a broad demographic of convenience store shoppers.

• What is their gender?: The article does not specify gender preferences.

• What is their income?: The article does not specify income levels, but the mention of seeking premium options suggests that at least a segment of these consumers are willing to pay more for quality and customization.

• What is their lifestyle: Busy individuals seeking convenience and efficiency in their purchases. Many have established routines for buying beverages on the go.

• What are their shopping preferences in the category article is referring to: They prioritize convenience, speed, and variety in their beverage options. A growing segment also seeks higher quality coffee with customization similar to QSRs. Habit plays a significant role in their purchasing decisions.

• Are they low, occasional or frequent category shoppers: Likely frequent shoppers, as many consumers establish daily routines for purchasing beverages like coffee or tea.

• What are their general shopping preferences-how they shop products, shopping motivations: They value speed and convenience. Habit is a strong driver. They are also increasingly seeking quality and the ability to customize their purchases, indicating a potential shift towards more discerning preferences even in the convenience store setting.

Conclusions: The Power of the Pour: Beverages Redefine Convenience Retail

The findings from Westrock Coffee Co.'s study clearly demonstrate a significant evolution in the convenience store landscape. Beverages have emerged as the leading traffic driver, surpassing traditional categories. This shift underscores a fundamental change in consumer behavior and highlights the critical importance of a strong beverage program for c-store retailers. By recognizing the power of the "liquid magnet," particularly the growing demand for premium and customizable coffee, convenience stores have a substantial opportunity to attract more customers, increase overall sales, and build lasting loyalty by becoming destinations not just for quick stops, but for quality beverages that meet the evolving needs of today's consumers.

Implications for brands: Leveraging the Liquid Magnet: Implications for Beverage and C-Store Brands

• For Beverage Brands: Recognize the importance of the convenience store channel and tailor offerings to meet the demands of on-the-go consumers. Highlight opportunities for premium and customizable options.

• For Convenience Stores: Elevate your beverage program, especially coffee and tea, by investing in quality, variety, and customization capabilities. Train staff to deliver a premium experience. Optimize store layout to make beverages easily accessible. Market your beverage offerings to attract more customers.

• For Technology Providers: Develop solutions that enable seamless customization and ordering of beverages in convenience store settings.

Implication for society: The Convenient Caffeine Fix: Beverages and the Pace of Modern Life

• Reflects Busy Lifestyles: The reliance on convenience stores for beverages highlights the fast-paced nature of modern life and the need for quick and easy solutions.

• Potential Shift in Consumer Habits: The trend of seeking premium coffee at c-stores could indicate a broader shift in expectations for quality and customization across different retail channels.

Implications for consumers: Your Convenient Beverage Destination: What This Means for You

• More Focus on Beverage Quality at C-Stores: Expect to see convenience stores offering a wider range of higher-quality beverage options, especially coffee and tea.

• Increased Customization Choices: You'll likely have more opportunities to personalize your drinks to your preferences.

• Potentially Higher Prices for Premium Options: Be prepared to pay a bit more for higher-quality, customizable beverages at convenience stores.

• Greater Convenience for Your Beverage Needs: Convenience stores are becoming an even more reliable and appealing option for satisfying your beverage cravings.

Implication for Future: The Future is Fluid: Beverages Driving the Evolution of Convenience Retail

• Continued Dominance of Beverages: This trend is likely to continue, with beverages remaining a key focus for convenience stores.

• Further Investment in Premium Beverage Programs: Expect significant investment in coffee machines, tea selections, and customization technologies.

• Integration of Loyalty Programs: Convenience stores might increasingly leverage loyalty programs to reward beverage purchases and encourage repeat visits.

• Potential for Subscription Models: Exploring subscription options for daily coffee or other beverages.

Consumer Trend (name, detailed description): The Convenience Beverage Seeker: Consumers are increasingly prioritizing convenience stores as their primary destination for a wide range of beverages, driven by speed, accessibility, and a growing demand for quality and customization.

Consumer Sub Trend (name, detailed description): The Premium C-Store Coffee Craver: A specific segment of convenience store shoppers who are actively seeking high-quality, customizable coffee options that rival those found in dedicated coffee shops.

Big Social Trend (name, detailed description): The Demand for On-the-Go Convenience: Modern lifestyles are characterized by busy schedules and a need for quick and efficient solutions, making convenience stores a vital resource for immediate needs, especially for food and beverages.

Worldwide Social Trend (name, detailed description): The Globalization of Coffee Culture and Expectations: Consumers around the world are increasingly familiar with and demanding of high-quality coffee and diverse beverage options, influencing expectations even in convenience retail settings.

Social Drive (name, detailed description): Efficiency and Habit Combined with a Desire for Quality: Consumers are driven by the convenience and routine of purchasing beverages at c-stores, but a growing desire for premium options and customization is also shaping their choices.

Learnings for brands to use in 2025:

• Beverages are a Top Priority: Recognize the importance of beverages in attracting and retaining convenience store customers.

• Invest in Quality and Variety: Offer a wide selection of beverages, including premium and unique options.

• Master Customization: Provide opportunities for consumers to personalize their drinks.

• Highlight Freshness and Quality: Emphasize the freshness and quality of your beverage offerings, especially coffee and tea.

• Understand Purchase Motivations: Tailor your beverage selection and marketing to meet the needs of habitual and impulse buyers.

Strategy Recommendations for brands to follow in 2025:

• Conduct a Beverage Program Audit: Evaluate your current beverage offerings and identify areas for improvement in terms of quality, variety, and customization.

• Invest in Upgraded Beverage Equipment: Consider high-quality coffee machines and other equipment that can deliver premium drinks.

• Train Staff on Beverage Preparation: Ensure staff are knowledgeable and skilled in preparing a wide range of customized beverages.

• Promote Your Beverage Offerings: Highlight your premium and customizable options through in-store signage and digital marketing.

• Consider Loyalty Programs for Beverages: Reward frequent beverage purchases to encourage repeat visits.

• Analyze Sales Data to Identify Trends: Understand which beverages are most popular and adjust your offerings accordingly.

The core trend of the Beverage-First Convenience Model necessitates that brands and companies in 2025 prioritize their beverage programs, particularly by offering premium, customizable options in coffee and tea, to capitalize on the fact that beverages are now the leading driver of customer traffic to convenience stores.

Final Note:

• Core Trend: Beverage-First Convenience: Beverages are the primary traffic driver for c-stores.

• Core Strategy: Premiumization and Customization: Offering high-quality, personalized beverage options.

• Core Industry Trend: The Evolving Role of Convenience Stores: C-stores are increasingly competing with QSRs and coffee shops in the beverage market.

• Core Consumer Motivation: Convenience and Habit with Growing Demand for Quality: Seeking quick beverage solutions with a desire for premium options.

Final Conclusion: The Power of Thirst: Beverages Lead the Charge in Convenience Retail's Evolution The latest findings from Westrock Coffee Co. underscore a fundamental shift in the convenience retail sector, where beverages have risen to become the key drivers of customer traffic and purchasing decisions. This "Liquid Magnet" effect signifies a departure from traditional perceptions and highlights the immense opportunity for convenience stores to thrive by prioritizing their beverage programs. By investing in premium quality, diverse selections, and the ability for customers to customize their drinks, convenience retailers can not only attract more visitors but also cultivate loyalty and capture a larger share of the competitive beverage market, ultimately redefining the modern convenience store experience.

Core Trend Detailed: The Liquid Magnet: Unpacking the Beverage-First Convenience Model

The core trend, "The Liquid Magnet," underscores the evolving role of convenience stores, where beverages have transitioned from a supplementary offering to the primary driver of customer traffic and, consequently, overall sales. This trend signifies a fundamental shift in consumer behavior and retail strategy, highlighting the power of coffee, tea, and other drinks to attract busy, on-the-go individuals. Convenience stores are no longer just a quick stop for fuel or snacks; they are increasingly becoming destinations for satisfying immediate beverage needs, with the potential for these beverage-seeking visits to translate into additional purchases across other product categories.

Key Characteristics of the Core trend: Decoding the Liquid Magnet: Key Traits of the Beverage-First Model

• Beverages as Primary Traffic Driver: Foot traffic to c-stores is led by consumers seeking beverages.

• High Percentage of Beverage Purchases: Over 80% of visitors make a beverage purchase during their visit.

• Opportunity for Upselling: Beverage-focused visits can prompt the purchase of food and other items.

• Emphasis on Speed and Convenience: C-stores excel at providing quick and easy beverage solutions.

• Growing Demand for Quality: Consumers are increasingly seeking premium and customizable beverage options at c-stores.

Market and Cultural Signals Supporting the Trend: Drawing Them In: What's Fueling the Beverage Magnet

• Busy Lifestyles: The fast-paced nature of modern life drives the need for quick and accessible beverage options.

• Established Consumer Habits: Many individuals have daily routines that include purchasing beverages at convenience stores.

• Increased Variety and Quality at C-Stores: Convenience stores are expanding their beverage selections and improving quality to compete with other retailers.

• Consumer Desire for Customization: Similar to coffee chains and QSRs, c-store customers want the ability to personalize their drinks.

• Strategic Focus by Retailers: Convenience stores are recognizing the importance of their beverage programs and investing accordingly.

How the Trend Is Changing Consumer Behavior: The Thirsty Traveler: How Beverages are Altering Shopping Habits

• Prioritizing C-Stores for Beverage Needs: Consumers are making convenience stores their first stop when seeking a quick drink.

• Driving Visits Beyond Fuel or Snacks: Beverages are attracting customers who might not have otherwise stopped at the store.

• Increased Spending on Beverages: A willingness to pay more for premium and customized options is emerging.

• Higher Expectations for Beverage Quality: Consumers expect c-store beverages to meet or exceed the quality offered by other retailers.

• Potential for More Frequent Visits: Satisfying beverage experiences can lead to repeat business and increased loyalty.

Implications Across the Ecosystem:

• For Brands and CPGs: Beverage companies should prioritize partnerships with convenience stores and tailor offerings to their specific needs and consumer base.

• For Retailers (Convenience Stores): Investing in high-quality beverage programs, staff training, and efficient service is crucial for capitalizing on this trend. Optimizing store layout to highlight beverages can also be beneficial.

• For Consumers: Expect to find a wider selection of higher-quality beverages at convenience stores, with more opportunities for customization. This convenience may come with slightly higher prices for premium options.

Strategic Forecast: The Fluid Future: Beverages Leading Convenience Retail's Charge

• Beverages will likely remain the top traffic driver for convenience stores.

• Expect continued investment in premium coffee and other beverage programs.

• Technology will likely play a greater role in enabling customization and efficient service.

• Competition among convenience stores for beverage customers will intensify.

• The integration of food and beverage offerings will become even more important.

Areas of innovation (implied by article) :

• Premium Coffee Equipment: Investing in high-quality coffee machines that can deliver a variety of specialty drinks.

• Customization Technologies: Implementing systems that allow for easy and accurate customization of beverages.

• Expanded Beverage Selections: Offering a wider range of coffee and tea varieties, as well as other unique and appealing beverages.

• Staff Training on Beverage Preparation: Ensuring staff can expertly prepare premium and customized drinks.

Final Thought: The Unstoppable Sip: Beverages Powering Convenience

The emergence of beverages as the primary traffic driver for convenience stores signifies a notable shift in the retail landscape. No longer just an afterthought, the beverage program has become a crucial element for attracting customers and fueling sales. This "Liquid Magnet" trend underscores the importance of convenience, quality, and customization in meeting the needs of today's on-the-go consumers, shaping the future of how convenience stores operate and compete.

Source: https://cstoredecisions.com/beverages-drive-traffic/