C-Store Shoppers Prioritize Convenience

Time-pressed drivers are prioritizing convenience and a one-stop shop experience when making on-the-go purchases, and are willing to pay more and drive a little out of their way to get these things, show the findings of a survey by Vontier, a global industrial technology company.

It reveals that drivers place a premium on convenience stores that offer diverse food options and additional services that make their stops more productive and efficient.

Sixty percent of respondents indicated that they would be happy to pay a markup on convenience store products if it meant making only one stop. On average, American consumers are open to a 10-11 percent price increase for items like made-to-order meals and snacks, and as much as a 9 percent increase for household essentials if it meant cutting out multiple stops on their journey.

With half of Americans visiting convenience stores at least once a week, this willingness to pay more for convenience is not just a vacation road trip splurge, but a purchasing decision that’s being made frequently, according to Vontier.

Sixty-one percent of respondents said they have a favorite convenience store and nearly 80 percent are willing to drive out of their way to visit their preferred store, even if it means passing other options. The survey also revealed that a significant portion of respondents (almost half) would be willing to delay a restroom break to ensure they could shop at their preferred store. Forty-three percent said they would risk driving on empty to get to their preferred store.

"The landscape of convenience stores is undergoing a significant transformation," said Mark Morelli, president and CEO at Vontier, in a statement. "Our research underscores the growing consumer demand for convenience and efficiency like mobile ordering in their day-to-day lives. New technologies and services are raising the bar on the convenience store experience, making it more than a stop on the journey but a destination in itself for everything from an amazing meal and a car wash to EV charging.”