Within the reside album “Songs Written on a Comfort Retailer Receipt,” Keith Human addresses quite a few themes in life like development within the tracks together with “Too Smooth,” “The Taxi’s Ready for You,” and “The Ritual.”
Comfort shops stay a staple throughout the shopper purchasing expertise and though their standing won’t at all times end in a report title, they’ve woven their manner right into a go-to vacation spot.
Though comfort shops may be extra intently linked to gasoline gross sales, information exhibits that foodservice and shopper packaged items (CPG) gross sales are enjoying an even bigger position within the channel’s future.
“Regardless of sluggish comfort retailer gross sales over the primary half of 2024, robust foodservice and merchandise gross sales over the second half pushed general gross sales to a report $335.5 billion, a 2.4% enhance over the 12 months prior and the twenty second consecutive 12 months of report in-store gross sales,” says Jeff Lenard, vice chairman of media and strategic communications at Nationwide Affiliation of Comfort Shops (NACS), Alexandira, Va. “Comfort shops, which promote an estimated 80% of the gasoline bought within the U.S., noticed whole fuels revenues lower 5.7% to $501.9 billion on account of a 6.5% lower within the common fuel worth ($3.31 in 2024 vs. $3.55 in 2023 ). Complete gallons bought elevated barely by 0.8%. Complete comfort retailer gross sales, together with fuels and in-store objects, have been $837.4 billion in 2024.”
In an August report titled “U.S. C-Retailer Panorama Q2 2025” from Chicago-based Circana, the market analysis agency discovered that, though gasoline’s share of greenback gross sales nonetheless accounts for the lion’s share ― 62.3% ― this can be a 3.2 proportion level lower from a 12 months in the past (YA) with CPG share up 2.4 proportion factors to 30.6% share and foodservice share up 0.8 proportion factors to 7% share.
This development in foodservice efficiency comes as customers are more and more viewing comfort shops as place not simply to buy however keep, as highlighted in NielsenIQ’s July 2025 evaluation “The Now and Way forward for Comfort Shops.
“An growing variety of retailers are introducing café-style seating, curated product assortments, and enhanced retailer designs that make the setting really feel extra intentional and community-driven,” NielsenIQ’s evaluation states. “These aren’t simply aesthetic upgrades; they’re strategic strikes to reposition the c-store as an area for connection, rest and discovery. Retailers resembling Shell Café and Rusty Lantern are setting the tempo with codecs that appear and feel extra like boutique cafes than conventional fuel stations.”
NACS’s Lenard additional particulars the methods by which comfort retailer operators are embracing foodservice to interact with customers.
“Foodservice in U.S. comfort shops continues to set manufacturers aside by providing various and thrilling menu choices,” Lenard says. “It additionally drove in-store gross sales to report ranges in 2024.
“Foodservice gross sales, which incorporates ready meals; commissary; and sizzling, chilly and frozen disbursed drinks, accounted for 27.7% of in-store gross sales and 38.6% of in-store gross margin {dollars} at comfort shops in 2024,” he continues. “Most foodservice gross sales are from ready meals, and that share has grown over the past 5 years. In 2024, ready meals accounted for 72.6% of foodservice gross sales.”
Lenard notes that in 2004, foodservice accounted for 11.9% of in-store gross sales, highlighting the expansion this space has had for the channel.
“Meals-forward methods at comfort shops are driving journeys and enhancing buyer expertise,” he says.
Including worth
Though rising foodservice efficiency has been a boon for comfort shops, Lenard highlights in at present’s financial setting, customers nonetheless stay worth acutely aware.
“Shoppers are more and more on the lookout for worth of their purchasing experiences following the post-pandemic bump in costs,” Lenard says. “Worth definitely means worth, nevertheless it additionally has a number of different definitions with at present’s buyer. Combo affords that pair meals and a beverage that present worth and comfort are rising in reputation. Offers are promoted by way of stickers on cooler doorways or at foodservice areas.”
As an example, Wawa just lately launched the Your Order Made Straightforward marketing campaign, which provided customers the choice of a Shorti Hoagie, Wrap or Rooster Sandwich, plus a small fountain drink, and any small bag of Herr’s Chips for $6. The $6 Meal Deal is offered via Oct. 12 at any of Wawa’s 1,100 places.
“We’re thrilled to convey our prospects a terrific worth with the extremely customizable $6 Meal Deal,” stated Mary-Rose Hannum, chief advertising and marketing product officer at Wawa in a press release. “Whether or not you’re on the lookout for a sizzling or iced beverage to begin to your day this Fall or in want of a fast meal at a terrific worth, we’re excited to make your order, simply the best way you prefer it, at Wawa.”
Drinks even have taken heart stage with promotion offers at comfort shops. Speaking Rain Beverage Co. launched Glowing Ice Caffeine Cherry Cola for a restricted time solely at Casey’s. All through September, Casey’s Rewards Members have been capable of buy two Glowing Ice drinks for simply $3. Moreover, in October, Rewards Members have been provided the final word combo: a slice of Casey’s made-from-scratch pizza paired with Glowing Ice Caffeine Cherry Cola for under $4.
“Glowing Ice Caffeine is the proper reply to ongoing shopper curiosity in caffeinated glowing water, particularly with flavors that by no means exit of favor,” stated Chelsea Sobran, vice chairman of comfort channel at Speaking Rain, in a press release. “The caffeinated glowing water class is driving super development, and market analysis exhibits it’s more likely to attain $600 million in gross sales by 2027. We’re excited to provide Casey’s visitors an unique style of the primary cola-flavored glowing water to hit comfort retailer coolers. The fizzy, fruity-meets-cola combo hits good, each traditional and new on the similar time.”
NACS’s Lenard notes that though customers are involved about costs, stores can promote “reasonably priced luxuries.”
“Whereas many customers rigorously handle bills, particularly for high-ticket objects, additionally they wish to deal with themselves, and that’s typically with a craft beverage,” he says. “You possibly can thrift store and nonetheless get a premium, hand-crafted beverage.”
7-Eleven Inc. is tapping into customers’ need of specialty drinks this fall with new 7-Choose Pumpkin Spice Iced Cappuccino and the Pumpkin Apple Crisp Chilly Brew and Latte at taking part 7-Eleven, Speedway and Stripes shops.
“At 7-Eleven, we’re at all times on the lookout for contemporary methods to remain forward of the developments, particularly with regards to seasonal favorites like pumpkin spice,” stated Randy Quinn, senior vice chairman of vault and proprietary drinks at 7-Eleven Inc., in a press release. “Pumpkin season arrives earlier yearly, and we need to meet our prospects in that second with contemporary, thrilling twists. These new espresso choices are nice examples of how we’re persevering with to innovate seasonal flavors, whereas nonetheless serving the nice and cozy, nostalgic style folks crave yearly.”
This comes as comfort shops have a powerful affiliation as a go-to place for drinks, Lenard provides.
“NACS shopper surveys present that buyers hunt down drinks greater than another possibility in shops, and that’s mirrored within the gross sales information,” he says. “Packaged drinks (which excludes beer, wine and liquor) accounted for 17.9% of in-store gross sales and 21.2% of gross revenue {dollars} in 2024. The synergies of key classes are vital as multiple third (37.4%) of consumers who bought packaged drinks additionally bought ready meals in the identical journey, in keeping with the NACS Comfort Voices program. Foodservice plus packaged drinks accounted for 60.8% of in-store revenue {dollars} in 2024.”
When it comes to class efficiency, Lenard says vitality drinks lead packaged beverage gross sales, with 27.8% of general class {dollars}, with carbonated delicate drinks coming in subsequent (26%), adopted by sports activities drinks (15%) and bottled water (12.4%). He provides that iced tea, enhanced water and all different packaged drinks mixed for the rest of class gross sales.
As new merchandise enter the market, the comfort retailer channel additionally affords customers an opportunity to discover these new entries.
“[T]he comfort channel represents 43% of greenback gross sales for whole beverage alcohol,” NielsenIQ’s evaluation states. “Conventional beer gross sales at the moment are being outpaced by different choices resembling canned cocktails, low-ABV wines, laborious seltzers, and even cannabis-infused drinks in authorized markets.
“Shoppers are desperate to discover new codecs which might be moveable, flavorful, and aligned with evolving existence, it continues. “Comfort shops provide the proper testing floor for these improvements as a consequence of their grab-and-go nature and fast stock turnover.”
Including that beverage alcohol will not be a one-size-fits-all market, NielsenIQ’s evaluation highlights the significance of the channel embracing these various tastes.
“Whether or not it’s a low-calorie spritz, a high-flavor mixer, or a botanical-infused drink, the c-store is more and more changing into a vacation spot for discovery fairly than routine,” NielsenIQ states. “This shift presents a powerful alternative for manufacturers to diversify and differentiate their grownup beverage portfolios.”
Going ahead, NACS’s Lenard notes that each one retail channels are competing to be customers’ go-to vacation spot, however as comfort continues to drive decision-making, comfort shops have an opportunity to assist these want states.
“Channel blurring has continued to advance the place now many customers, particularly these below age 35, don’t consider distinct channels to buy however search for options,” Lenard says. “Most of all, they’re on the lookout for one thing ‘straightforward’ — the phrase most related to comfort in our shopper surveys. Competitors for that comfort buyer is fierce, however comfort retailers nonetheless have essentially the most expertise in addressing their comfort wants and making it straightforward.”
