For most convenience stores with fuel pumps, gasoline is the number one reason customers pull onto the lot. It’s the anchor product that drives traffic, but it’s rarely the purchase that keeps people coming back day after day. The real opportunity to build loyalty — and profits — is found inside your store, and that starts with food.
Fuel: The Traffic Driver
When gas prices are competitive, drivers often choose where to stop based on price or location. That means the pump gets them to your property, but once they’re there, you’ve got a limited window to capture more of their spend. Without an inside strategy, most of those dollars leave with them when they drive away.
Food: The Loyalty Builder
Food is different. Whether it’s a fresh coffee program, made-to-order sandwiches, pizza, or even quick grab-and-go snacks, quality food offerings give customers a reason to make your store part of their daily routine. A commuter who fills up once a week might grab breakfast or lunch three or four times a week if the food is consistently good.
Why Food Works
- Higher Margins: Profit margins on foodservice far exceed those on fuel.
- Repeat Visits: Unlike fuel, which is purchased on a schedule, food can drive multiple visits in a single week.
- Brand Differentiation: Anyone can sell gas, but not everyone can become the local go-to spot for coffee, fried chicken, or fresh subs.
Blending the Two
The most successful c-stores tie fuel and food together. Promotions like “Fuel & Meal Deals,” loyalty points redeemable on food, or signage at the pump highlighting your kitchen specialties help convert fuel customers into food customers.
The Bottom Line
Fuel is the magnet. It gets customers to your door. But food — hot, fresh, and memorable — is what turns a one-time stop into a habit. Investing in your food program isn’t just about selling sandwiches; it’s about building repeat business and turning your convenience store into a destination.
