C-Store Connect July Edition

C-STORE CONNECT c o n v e n i e n c e

r e t a i l

m a g a z i n e

ENERGY SURGE JULY 2025

THE FUNCTIONAL DRINK BOOM

GUT FEELING PRE- & PRO- BIOTIC BEVERAGES

From Slush to Splash

The Return of Frozen & Fountain Drinks

Packaged to Perform Smart Cooler Setups

On the Menu

Summer Foodservice

and more...

THE POWER OF COLLEC TIVE

C-STORE CONNET MAGAZINE

CONTENTS

10

ENERGY SURGE

THE FUNCTIONAL DRINK BOOM

3

LETTER FROM THE EDITOR

10

ENERGY SURGE: THE FUNCTIONAL DRINK BOOM

18

PACKAGED TO PERFORM: SMART COOLER SETUPS

24

GUT FEELING: PRE- & PRO-BIOTIC BEVERAGES

32

SLUSH TO SPLASH: THE RETURN OF FROZEN & FOUNTAIN FAVORITES

40

HIRAM SHELL GRAND OPENING

42

ON THE MENU: SUMMER FOODSERVICE

50

SNACK STACK: PAIRING PROFITABLE BITES WITH FUNCTIONAL DRINKS

60

STAFFING FOR SERVICE: SUMMER HIRING & RETENTION

42

ON THE MENU

SUMMER FOODSERVICE

SLUSH TO SPLASH

THE RETURN OF FROZEN & FOUNTAIN FAVORITES

32

60

STAFFING FOR SERVICE

FROM OUR EDITOR If there’s one thing that defines this season for our stores, it’s movement. People are moving—on road trips, between job sites, through heat waves—and they’re relying on us to keep them going. That means energy, hydration, flavor, relief. It means being ready, being smart, and yes, being a little bit creative with how we stock, staff, and serve.

This issue of *C‑Store Connect* is built around that summer momentum. We took a hard look at what’s really working in high-turnover categories—from the ever-evolving energy drink shelf to the cooler strategies that aren’t just attractive, but actually sell. We looked at functional beverages that cater to health-minded shoppers and how snack pairings can turn small stops into real revenue. We revisited frozen and fountain favorites, because nostalgia still moves product— and because when it’s 95 degrees, nobody’s turning down a slush. And we looked closely at staffing, because the best layout in the world won’t save you if you don’t have the right team in place to execute it.

Everything in this issue is aimed at helping you do what you do best: serve your customers quickly, reliably, and with something extra that keeps them coming back. That might be a surprise new flavor, a clean cooler shelf with just the right mix, or a friendly face who remembers what your regulars drink on Mondays. It’s those details that add up.

24

GUT FEELING PRE- & PROBIOTIC BEVERAGES

So as we ride through peak season together, remember: your store is more than a stop—it’s a solution. You’re not just fueling tanks and carts; you’re fueling days, work shifts, vacations, and routines. And when you get it right, your store becomes the place they come back to, not just because it’s convenient, but because it’s consistent.

Here’s to a profitable, smooth-running, and high-energy July.

Warm regards, Editor-in-Chief, C-Store Connect Magazine

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ENERGY

SURGE THE FUNCTIONAL

DRINK BOOM 10

C-STORE CONNECT MAGAZINE

Stepping into a convenience store in the Southeast this July, you’re greeted by a vibrant row of energy drinks—towering cans in neon hues, zero-sugar blends, and tropical flavors competing for attention. It’s more than just display—it reflects reality: energy drinks now make up nearly 28 percent of all packaged‑beverage sales in c‑stores, surpassing sodas (26 percent) and sports drinks (15 percent), according to NACS/ Circana data . Southeastern retailers

c‑stores, launched Ultra Blue Hawai-

overly sweet,” and “a refreshing twist on

report category growth of 6–8 percent

ian—a zero-sugar, tropical-flavored

caffeine”—attributes that convert impulse

annually—well ahead of national averag-

version—in early 2025, and demand has

and repeat buys.

es—fueled by rising demand for flavorful,

surged regionally. Monster’s packaging,

functional, and lifestyle-aligned bever-

evocative of tiki cocktails, feels perfectly

Monster’s approach recognizes more

ages.

suited to the Southeast’s evocations of

than raw caffeine—it taps into associative identity. Heat, leisure, and exotic

This category’s expansion isn’t just driven by caffeine. It’s shaped by climate, consumer routines, and evolving shopper tastes. The Southeast’s sweltering summers and busy traffic corridors make energy drinks a natural pick-meup. Add in a rise in social media–driven

Heat, leisure, and exotic taste come together.

taste come together in a single product experience. When such branding aligns with regional climate and psychology, conversions often follow. The energy drink’s success underlines the importance of targeting flavor innovation for seasonal relevance—an insight South-

experimentation, and you have a market

beach vacations and poolside refresh-

east operators can replicate with mer-

primed for premium, plant-based, well-

ment. According to internal sampling re-

chandisers and planograms built around

ness-leaning, and nostalgic beverage

ports seen in Jacksonville and Savannah

summer-ready items.

innovations—spreading awareness and

c‑stores, Ultra Blue Hawaiian has lifted

elevating category relevance.

energy drink sales by up to 15 percent

Bang Energy has distinguished itself

compared to summer 2024. Patrons

through its high caffeine, vibrant brand-

describe the flavor as “crisp,” “not

ing, and gym/lifestyle associations. In

Monster Energy, already a staple in

Atlanta, convenience stores reported Bang outselling traditional sugar-laden sodas by 20 percent on college campuses—a reflection of its appeal to Gen Z and millennial shoppers seeking strong focus and energy. Bang packs 300 mg of caffeine per can—a punch that grabs attention, but it’s the savvy packaging and “supplement-like” ingredient list that foster trust among performance-driven buyers.

C-STORE CONNECT MAGAZINE

11

racetrack-adjacent communities. NOS

Consumers increasingly expect wellness benefits from their caffeine.

sellers in northern Florida cite “repeat buyers in pickup trucks and gearheads” who see the drink as part of their identity. Limited-edition cans like NOS Stealth have spiked sales during local motorsport events by nearly 12 percent, proving the volatility potential of eventlinked promotions.

mental focus and low-sugar messaging.

Bucked Up, with its blend of caffeine,

Its launch in college markets—Tallahas-

BCAAs, and nootropics, positions as

see and Athens, GA—has demonstrated

both athletic recovery and energy. Store

that energy drinks go hand in hand

owners in Greenville, SC, noted custom-

with study sessions and academic life.

ers grabbing Bucked Up cans along with

Students cited Uptime’s clean flavor and

grilled chicken sandwiches—seeing it as

functional tagline (“Stay sharp”) as dif-

a post-workout snack. This behavioral

ferentiators. For c‑stores near campus-

insight—tying energy drinks to food-

es, Uptime offers a fresh, health-forward

service upsell—translates into revenue

option to broaden shelf reach.

re-launch of Jolt Cola in early 2025— with 200 mg caffeine in a zero-sugar 16-ounce can—has stirred buzz across Huntsville, AL, and Greenville, SC . The brand’s retro positioning has drawn curiosity from older customers who rememby its potency. Managers note that even a small display of Jolt yields strong age-crossing impulse sales—a phenomenon worth test-driving for operators seeking uniqueness.

Legendary brand Red Bull reportedly plans a Wild Berries flavor and a monkfruit-sweetened variant by fall 2025.

Brands introducing second-generation sugar alternatives are proving to meet dual demand for flavor and health. Celsi-

beyond the cooler. Retailers report a 28 percent increase in basket size when

Emerging Market Trends:

foods are offered near wellness-oriented

Wellness, Nostalgia, and Innovation

cans like Bucked Up.

Across the Southeast, consumers increasingly expect wellness benefits

Lucky Energy, by contrast, is built

from their caffeine. Drinks infused with

around clean-label transparency. Its min-

adaptogen botanicals—ashwagandha,

imalist can design and short ingredient

lion’s mane, cordyceps—are moving

list appeal to wellness shoppers in mar-

from niche outlets into major cooler

kets like Asheville, NC and Charleston,

zones . One Asheville retailer described

SC. Managers describe Lucky drinkers

a 30 percent week-over-week increase

as more deliberate shoppers—checking

in adaptogen-infused cans during a

labels, asking about sugar content, and

local yoga festival, attributing success to

pairing with probiotic or vitamin drinks.

ingredient interest and on-hand sampler

Adding Lucky to the cooler often brings

events. This reflects a shift away from

a new demographic—women focused on

raw caffeine to more holistic appeal—

wellness—into energy category transac-

customers don’t just want energy; they

tions.

want function and wellness. Powdered single-serve packets—marketed by other

NOS remains rooted in performance and

brands for focus, immune support, or

motorsport culture, with the brand still

recovery—are gaining shelf attention

energized in motocross, car-tuning, and

and versatility in service environments

C-STORE CONNECT MAGAZINE

Nostalgia is another powerful force. The

ber it fondly, and younger ones intrigued Uptime is a newer entrant, leaning into

12

lacking large coolers.

us, although not one of our advertisers, is also relevant here: the brand has dominated wellness-focused energy with 47 percent of category growth in 2023, supported by PepsiCo’s distribution muscle, projecting continued expansion into convenience channels . Their success signals wider opportunities for all healthier energy brands operating in the space.

Market Scale: U.S. and Southeast Projections The U.S. energy drink market is projected to grow from $20.7 billion in 2024 to $41.4 billion by 2033—a CAGR of ~8 percent . Globally, the category is on track to reach nearly $95 billion by 2032, growing at ~4.6 percent annually. In North America, a powerhouse in energy drink sales (about 40 percent of

global volume), convenience stores ac-

engagement. An Asheville store stocked

customer base. Second, layer in premi-

count for over 70 percent of distribution,

adaptogen drinks during a wellness

um, wellness-forward players—Bucked

making them the strategic launchpad for

weekend saw customers lingering, which

Up, Lucky, Uptime—to capture growth

innovations.

generated cross-sells with fresh juices

demographics around health and fitness.

and cold-pressed tea. Another in Savan-

Third, experiment with novelty—monster

In the Southeast, summer tempera-

nah paired Monster Ultra Blue Hawaiian

tropicals, Jolt nostalgia, adaptogen and

ture averages above 90°F for over six

with tiki‑bar themed foodservice specials

powder-based products—to build inter-

months, and tourism patterns drive foot

to emulate beach bar nostalgia, lifting

est, impulse, and seasonal momentum.

traffic into gas‑station convenience

combo sales by 18 percent overnight.

Start planning shelf resets now. Work

stores. Operators here see 15 percent higher energy drink purchases

Operators should push for early access

with Monster reps to secure Ultra Blue

compared to other regions in July and

to limited releases. Monster’s promo-

Hawaiian variants and point-of-sale tie-

August. Pair that with rising traveler

tional samples of Ultra Blue Hawaiian

ins. Talk to Bucked Up and Lucky reps

frequency—interstate tourism plus local

were distributed to top-performing

about demo units or localized sampling

weekenders—and you have an “annual

retailers ahead of summer—yielding

events around fitness centers or college

surge season” that warrants dynamic

initial sell-through rates of 80 percent in

campuses. Structure impulse towers

planning.

10 days. Jolt’s pilot arrived with similar

near registers with limited-time cans like

excitement, with empty cans frequently

Jolt or new Red Bull flavors to draw the

Implications for Merchandising

displayed in-store Google reviews (“Got

eye and increase basket size. Consider

and Operations

the Jolt! Love the throwback taste!”).

branded merchandising materials—Mon-

For Southeastern c‑store owners, the

C-store operators can leverage this

ster cardboard coolers, Bucked Up

energy drink opportunity requires

by turning limited-time offers into buzz

counter stands—to strengthen brand

tactical coolers and flexible strategy.

campaigns via social media and in-store

association and elevate shelf presence.

Rather than rows of familiar brands, it’s

signage.

Track results. Compare weekly unit

about “curated collision points”—pairing core staples (Monster, Bang, NOS) with

Temperature and stock freshness are

sales before and after resets; monitor

newer disruptors (Bucked Up, Lucky,

crucial. Southeastern heat can degrade

cooler temperatures and tap consumer

Uptime), seasonal releases (Ultra Blue

taste, especially in plant-based blends.

feedback. Look at add-on rates—such

Hawaiian), and novelty items (Jolt) to

One Florida operator reported a 20 per-

as pairing energy drinks with heated

pull in varied customer segments.

cent drop in perceived quality for unre-

foods or snacks—for correlation between

frigerated adaptogen drinks. Conversely,

layout and sales growth.

Placement matters. Eye-level coolers

cooler expansion—adding an extra door

with temperature control should feature

to accommodate wellness cans—boosted

Above all, think like a creative operator.

health-leaning variants, next to fresh

energy-drink sales by 12 percent month-

The Southeast’s heat and culture create

food or yogurt stations. Smaller chillers

over-month.

an opportunity to treat energy drinks not just as a “caffeine option,” but as

or impulse towers near checkout can spotlight limited-edition flavors or small-

Looking Ahead:

lifestyle products connected to fitness,

er formats. Seeing Bucked Up next to a

Strategy and Next Moves

heat relief, nostalgia, and impulse. With

fountain sandwich increases basket val-

As we move into summer 2025, c‑store

the right assortment, seasonal tie-ins,

ue by up to 30 percent, based on NACS

operators in the Southeast should

and visuals, your July lineup can trans-

insights and retailer case studies.

chart a three-pronged approach. First,

form convenience-cooler browsing into

maintain reliable core brand presence—

a profitable experience for your custom-

Monster, Bang, NOS—that match your

ers—and your bottom line.

Seasonal and sampling events amplify

C-STORE CONNECT MAGAZINE

13

SUMMER IS THE TIME FOR CSD LTOs

$13.1B

CSD DOLLAR SALES IN THE SUMMER SELLING WEEKS1

91%

OF SHOPPERS MORE LIKELY TO VISIT A RETAILER IF IT OFFERS LTOS & NEW ITEMS2

41%

OF CONSUMERS LIKELY TO MAKE AN IMPULSE PURCHASE WHEN A BEVERAGE IS AN LTO3 ’

$146MM

IN DOLLAR SALES DELIVERED BY DEW SUMMER LTOS OVER PAST 3 YEARS1

#1

SUMMER FREEZE WAS THE FASTEST SELLING DEW 12PK FLAVOR WHEN IT WAS IN MARKET2

+3.1PTS +2.2PT BRAND CONSIDERATION

BRAND FAVORABILITY

MOUNTAIN DEW MASTER REBRAND ROLLOUT WILL EXPAND THE DEW FANBASE

Source: 1) Circana MULOC $ Sales 2022, 2023, 2024 YTD W/E 12/8/24 2) Circana Average Weekly Units (Grocery, Walmart, Target) 8wks ending 6/18/23. 3) “The Mountain is Calling” Equity Testing 2024

PACKAGED TO PERFORM SMART COOLER SETUPS There’s a quiet art to a well-built cooler

significantly larger basket sizes.

in a convenience store—something that

has never been more important—or more complex.

doesn’t call attention to itself but moves

Smart cooler setup begins with under-

product like a magnet. For many c-store

standing the behavioral rhythm of your

Operators across the region are seeing

owners, the cooler is the first place eyes

customer base. In many Southeast

a transformation in both the product mix

land when customers walk in. It’s the

markets, mornings are dominated by

and the way consumers shop these cold

literal and figurative refreshment zone:

functional drinks—think energy, protein,

spaces. It’s no longer enough to carry

cold, colorful, inviting, and loaded with

hydration. Drinks like Bang, Celsius, and

the basics: water, soda, and a handful

opportunity. In the heat-heavy months of

Alani Nu thrive in these early hours, often

of energy drinks. The modern customer

summer, especially in the Southeast, how

chosen alongside a breakfast sandwich

wants variety, but they also expect clarity.

that cooler is stocked and arranged can

or protein bar. Placement near grab-and-

They may walk in looking for something

make the difference between a single

go breakfast options or even coffee pods

refreshing, but if the options are confus-

sale and a whole basket of purchases.

can stimulate cross-category purchases.

ing or overwhelming, they might stick

And with a growing mix of traditional

Monster Energy’s new Ultra variants and

to old habits—or worse, leave without

beverages, better-for-you options, energy

1st Phorm’s ready-to-drink performance

buying. In-store data confirms what many

drinks, and functional innovations crowd-

blends have started to occupy this early

owners already know: strategic cooler

ing the category, optimizing the cooler

day space too, adding a new level of

planning directly correlates to higher

functional layering to morning merchan-

conversion rates, longer dwell time, and

18

C-STORE CONNECT MAGAZINE

dising.

faction scores and stronger repeat visits,

30 percent within a week. The decision

particularly among Gen Z and millennial

wasn’t guesswork—it was powered by

By late morning through mid-afternoon,

shoppers who tend to “shop with their

clear customer flow data.

hydration and recovery products start to

eyes first.”

dominate. Customers—especially those

Space planning also extends beyond the

traveling or working in outdoor trades—

Temperature zones matter as well. In

cooler. Secondary placements near the

begin reaching for Biolyte, Body Armor,

particularly hot months, stocking the

front counter, especially for high-velocity

Recover 180, and electrolytic waters like

most temperature-sensitive products—

energy and hydration drinks, capture

SmartWater and Eternal. These shoppers

dairy drinks, kombucha, and functional

those last-second decisions. A can of

tend to linger a bit longer, often evalu-

blends like Frazil or Cali Kulture’s new

Reign, a bottle of Prime, or a pouch of

ating labels or comparing claims. If the

chilled THC-alternative drinks—away from

ZOA next to tobacco or lottery can be a

cooler layout makes it easy to identify

cooler doors can reduce spoilage and

powerful closer, especially when paired

categories—without overwhelming sig-

maintain product integrity. Stores that use

with a sign that suggests “grab a cold

nage or cluttered racks—these customers

digital thermometers to manage cooler

one for the road.” These placements

will more often than not pick up a second

consistency have seen fewer returns

work best when stock is rotated frequent-

item, usually a snack or prepared food,

and improved sell-through rates. Several

ly, kept chilled, and aligned with current

before heading out.

brands are even investing in custom cool-

promos. Beverage suppliers often provide

er equipment to optimize visibility—Frazil

free racks or co-branded coolers to make

Evenings shift yet again. Carbonated so-

and Uptime, for example, offer branded

this kind of cross-merchandising easier.

das, energy drinks, and indulgent bever-

coolers with LED framing and lock-in rack

ages take center stage. This is when bev-

systems that prevent product shift during

But even the smartest cooler fails without

erages like F’real shakes, Dipping Dots

high-traffic hours.

the human element. Staff training remains

drinks, and the occasional BuzzBalls

an underrated lever in boosting beverage

grab come into play. These items are

Another rising practice is dynamic

turnover. When employees are encour-

not daily habits; they are impulse-driven,

product rotation. Rather than holding one

aged to suggest a new flavor or recom-

emotionally satisfying purchases. When

layout through a full season, successful

mend a pairing, it humanizes the transac-

organized alongside familiar brands like

operators rotate displays every two to

tion and increases perceived value. One

Coca-Cola, Pepsi, and Red Bull, these

three weeks to highlight trending prod-

store chain in Alabama started incentiv-

novelties ride the wave of trust and

ucts. This doesn’t mean a full reset—just

izing cooler engagement—giving small

curiosity. One retailer in central Georgia

a shift in prominence. When Coca-Cola

bonuses to staff who upsold high-margin

noted a 22 percent sales bump after

or Poppi releases a seasonal flavor, that

drinks like Cremily or DRNX Water—and

positioning BuzzBalls alongside Monster

can gets prime eye-level placement for a

saw basket size increase by over 18

and Red Bull for evening shoppers, capi-

short window, driving trial. When a local

percent. Customers responded not just to

talizing on the “weekend unwind” mindset

favorite like Creature Comforts launches

the product, but to the engagement.

that starts as early as Thursday evening

a summer IPA or non-alcoholic variant,

and builds through Sunday.

integrating it into the adult beverage

The lesson is this: your cooler is more

section with signage about local sourcing

than a cold box. It’s a stage. And every

The mechanics behind an effective cooler

adds both novelty and a sense of com-

decision, from placement to promotion to

aren’t just about knowing what to stock.

munity pride.

people, affects what story it tells. A great

They hinge on how to present it. Visual

cooler doesn’t just serve drinks—it sells

merchandising in the cooler should

Emerging data technologies are help-

an experience. It reflects the rhythms of

mirror the logic of the shopper’s journey,

ing stores refine their layouts further.

the day, the seasonality of the moment,

not the logic of the supply chain. That

Retailers using tools like Modisoft or

and the tastes of your specific commu-

means avoiding overstuffed layouts where

SmartBizPay’s dashboard analytics can

nity. Whether it’s sparkling hydration or

drinks blur together and instead curating

see heatmaps of where customers dwell

old-school soda, protein water or indul-

flow—starting with hydration and well-

and which SKUs move quickest. In one

gent frozen sips, the products are just

ness at one end, functional performance

case, a suburban Atlanta store removed

ingredients. The magic happens when

in the middle, and indulgent sips near

a poorly performing juice blend to make

c-store owners design that space with

checkout. Operators who’ve tested this

room for Lucky Energy’s new clean-la-

intention, allowing their customers to feel

approach report higher customer satis-

bel variant and saw sales climb nearly

seen, understood, and refreshed.

C-STORE CONNECT MAGAZINE

19

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GUT FEELING

PRE- & PRO-

BIOTIC BEVERAGES 24

C-STORE CONNECT MAGAZINE

When you wander into a convenience store these days, the cooler section looks different than it did just a few years ago. Nestled beside energy drinks and traditional sodas, you’ll now find colorful cans that tout fiber, live cultures, and digestive wellness. Brands like Poppi and Olipop have quietly claimed their space, tapping into a changing mindset among younger, label-conscious shoppers who no longer want to hide their health concerns behind discreetly packaged beverages. Instead, they want their drinks to speak openly of benefits—such as a gentle boost to digestion or a fiber-rich sip that aligns with their broader wellness lifestyle.

The rise of these gut-friendly beverages is far from superficial. Market analysts pegged the global value of probiotic drinks at nearly $49.5 billion in 2024, with forecasts suggesting that could more than double to $116.9 billion by 2034. That magnitude reflects the shifting tides in consumer behavior, where convenience store shelves have become

Convenience store shelves have become pivotal launchpads...” pivotal launchpads for gut-health innovation. In North America, probiotic soda sales hovered around $444 million in 2023, with experts predicting that number will climb to $766 million by 2030.

Significantly, c-stores already account for more than half of that retail volume, proving that operators are not just witnesses but beneficiaries of this trend.

Poppi and Olipop are the standout

differentiation.

brands leading this charge, each carrying a distinct personality that resonates

But soda isn’t the only vehicle for gut-

with buyers. Poppi, recently acquired by

health drinks. The shelves are branching

PepsiCo in a $1.9 billion deal, rides the

out with kombucha, probiotic juices, and

wave of social media buzz and catchy

creamy probiotic yogurts. The probiotic

marketing. Its apple cider vinegar base,

drink market in North America alone

low sugar, and fizzy feel have made it a

was estimated at $14.25 billion in 2024,

hit among trend-savvy consumers, even

growing steadily as consumers look to

earning a spot in Super Bowl commer-

integrate wellness more comfortably

cials. Meanwhile, Olipop climbed to

into their routines. Around universities

$400 million in sales by early 2025,

across the Southeast, pairing a probi-

thriving on its retro-inspired flavors,

otic shot with a breakfast sandwich has

fiber-laden formulas, and label transpar-

become a subtle but lucrative trend,

ency. It doesn’t scream buzzwords, but

and some c-stores report these combi-

with nine grams of fiber per can and real

nations increase the perceived value of

botanical ingredients, it has earned the

simple grab-and-go purchases.

trust of consumers who want substance with subtlety.

Driving all this change are Millennials and Gen Z shoppers. Millennials grew

These brands are igniting new foot

up drinking soda, but now expect prod-

traffic for operators in the Southeast.

ucts that harmonize flavor with health.

In c-stores near college campuses

Gen Z, meanwhile, demands authenticity

and urban centers, Poppi attracts the

and transparency. They’re willing to pay

Instagram-hungry crowd, while Oli-

$2.49 per can for gut-health benefits,

pop engages shoppers who scrutinize

and they trust their friends—or influenc-

ingredients and fiber counts before

ers—when making their choices. The re-

committing. Their presence together on

sult: Poppi and Olipop aren’t just driving

the same shelf helps stores capture both

value through product; they’re steering

the impulse crowd and the informed

sales through cultural relevance.

buyer, increasing opportunities through C-STORE CONNECT MAGAZINE

25

This shift hasn’t gone unnoticed by

new products take shape that soften

brands are exploring blends of probiot-

industrial giants. Coca-Cola and Pep-

the edge of these concerns. Olipop

ics with adaptogenic botanicals—ash-

siCo are no longer passive observers.

has introduced softer flavors like Peach

wagandha, turmeric, or basil—to offer

Coca-Cola introduced Simply Pop, and

& Cream and Banana Cream, striking

not just gut support but calm-focus

PepsiCo moved Poppi into its main-

a balance between indulgence and

wellness. Industry insiders expect more

stream beverage lineup. These moves

wellness. Poppi’s Cherry Cola and

shelf-stable versions designed to sit

signal that gut-related drinks have

Grape flavors expand its appeal—and

outside refrigerated coolers, opening my

graduated from curiosity to strategic

help shield the brand from over-reliance

whole aisles to the gut-health concept

investment—an inevitability in today’s

on ACV (apple cider vinegar). These

even in stores with limited chiller space.

wellness-focused marketplace.

innovations signal maturity in the space,

Not everything is smooth sailing. Some

where taste quality matches marketing

For c-store owners, the conversation

promises.

becomes about curation and education

palates are still skeptical, associating

as much as selection. Placing Poppi

whole-food fiber additives with chalky or

Bottle design, too, reflects thoughtful

and Olipop side by side, perhaps under

medicinal flavors. Poppi faced a lawsuit

evolution. Some probiotic brands now

a gentle shelf marker like “Functional

in 2024 over claims that its marketing

use transparent containers to showcase

Fizz,” can spark consumer curiosity.

overstated digestive benefits, reminding

fruit pulp, while others offer resealable

Sampling events tied to local wellness

operators that messaging must be truth-

bottles or single-serve shots that hold

occasions—say, a post-yoga glow or

ful and transparent. As a result, consum-

live cultures better in hot climates—a

early-morning farmers market—can be

ers and retailers are learning to navi-

critical point for Southeast operators.

powerful enticements. Even a small taste

gate the nuance: gut-health drinks are

For stores near the coast or tourist traf-

test on a warm Saturday afternoon could

beneficial, but they’re not magical cures.

fic areas where heat risk is high, these

convert exploratory sippers into loyal

Even so, the subtle joy of cleansing soda

packaging improvements stand between

customers.

without the guilt has generated repeat

freshness and spoilage.

habits—if the flavor holds up.

Despite these challenges, we’re seeing

26

C-STORE CONNECT MAGAZINE

It’s equally important to support conLooking ahead to late 2025, the land-

sumer education with accessible

scape promises more depth. Some

signage. A small note by a can—per-

We’re not at the finish line yet—taste continues to be key. Early Reddit thread reviews offer a balanced perspective: some folks loved the flavors; others found the experience flat compared to traditional sodas. But fast feedback cycles, refreshing new flavors, and ever-more approachable branding tell us that the category is iterating toward broader acceptance. As Coca-Cola, Pepsi, and numerous challenger brands keep investing, the category’s continuity and growth potential solidify.

All of this points to an undeniable conclusion: gut-health beverages are more than a fad. They’re a response to lifestyle shifts, climate, diet, and generational values—especially in places like the Southeast, where heat drives thirst, and eco-conscious, wellness-minded shoppers are prevalent. The interplay haps explaining the difference between

mini-fridge next to breakfast burritos and

between platform brands like Poppi,

prebiotic fiber and live probiotic cul-

coffee. Regulars started grabbing the

challenger brands like Olipop, and

tures—helps customers make informed

gut-health drink as they went, remark-

curated store strategy is reshaping how

decisions. Staff should be ready to

ing how it eased digestion during long

consumers purchase beverages. For

clarify that while a gut-health drink won’t

workdays. Managers said sales of kom-

c-store owners, adopting and advancing

cure all digestion woes, it can be a daily

bucha shot up 45 percent in six months,

these drinks isn’t just smart merchandis-

ally when balanced with hydration and

without cannibalizing soda or energy

ing—it’s a practical pivot toward future

healthy eating.

drink lines. Another Greenville gas

readiness.

station started rotating in probiotic shots On the back end, tracking performance

near its frozen juice dispensers and saw

By rethinking cooler space, refreshing

is crucial. If Poppi and Olipop perform

a 20 percent jump in category sales.

tastes, and giving shoppers context for

well, consider expanding your gut-

These anecdotes reflect what top market

their new purchase options, conveni-

health shelf by adding probiotic shots or

data is telling us: gut-health beverages

ence stores can tap directly into this

low-sugar kombucha. Hot weather-proof

appeal to everyday wellness needs, even

thriving market. The gut-health soda isn’t

refrigeration will protect product integ-

outside traditional health food niches.

merely a drink—it’s a glance into larger

rity. Margins may be slightly lower due

trends in healthitude, consumer literacy,

to higher manufacturing costs, but with

Beyond incremental gains, diges-

and category evolution. And as long as

smart pricing—like pair-ups or slow-mov-

tive-wellness drinks help stores innovate

stores continue the storytelling—verifying

ing clearances—operators can preserve

brand perception. In a competitive land-

benefits, explaining labels, and experi-

profitability while showcasing innovation.

scape, being known as the store with

menting with flavors—they’ll enjoy what

“that healthier soda” or “the gut drink

the analysts have forecast: durable sales

Sometimes the best proof comes from

spot” sets a c-store apart. That identity

today and new growth in the wellness

local success stories. One Savan-

builds loyalty faster than discount fuel.

categories of tomorrow.

nah-area store integrated a kombucha C-STORE CONNECT MAGAZINE

27

Minute Maid to ‘Bring theJuice’ Through Powerhouse Partnership with WWE Minute Maid is stepping into the ring with WWE in 2025 to

"There's a lot of compatibility between our Cohen brand

officially launch its new "Bring the Juice" brand platform as

voices…. WWE’s electrifying swagger aligns with our ‘Bring the

WWE's Official Juice Partner.

Juice’ platform, which invites consumers to embrace the vitality within themselves.”

For more than 30 years, WWE has transformed Monday nights from mundane to must-watch with Monday Night

As the Official Juice Partner of WWE, Minute Maid will "Bring

Raw. WWE’s weekly flagship program, which has redefined

the Juice" through activations at WWE Premium Live Events,

sports entertainment, is entering a new era with Netflix. The

such as WrestleMania® 41 and Summer Slam, custom broadcast

shift presents the perfect opportunity for Minute Maid to

integrations and branding within Raw, WWE 2K25 gaming

join the action and take Mondays to the next level through

tie-in and the collaborative social/digital content series, "Juice

"Bring the Juice", which is all about inspiring confidence to

Up Your Mondays." The partners also will tag-team on limited

take on life's dull moments. Because no day symbolizes the

time Minute Maid packaging featuring WWE superstars,

monotony of life like Monday.

including 12 ounce cans, 12 packs, and 20 ounce bottles of Lemonade, Fruit Punch, and Blue Raspberry, as well as 59

From arena branding to fan engagement moments, Minute

ounce cartons of Berry Punch, Fruit Punch, and Tropical Punch

Maid will help power Raw, ensuring fans stay hyped from the

rolling out in June.

first bell to the final pin.

"We are excited to partner with the Coca-Cola company to "This partnership allows us to tap into one of the world's

name Minute Maid the Official Juice Partner of WWE," said

most passionate fan bases, and engage Minute Maid

Grant Norris-Jones, Executive Vice President and Head of

lovers— particularly young multicultural consumers—

Global Partnerships for TKO. “Minute Maid is a trusted family

through a culturally relevant entertainment platform," said

brand with unmatched global reach, and we look forward to

Jorge Luzlo, head of marketing, Minute Maid Juice Portfolio,

collaborating on new and innovative integrations that will

the Coca-Cola Company North America Operating Unit.

resonate with both audiences.”

vitaminwater Revitalizes Packaging Design for Newly Expanded Portfolio Vitaminwater is unveiling a bold new look and a pair of new flavors to help the pioneering brand stand out in the crowded, increasingly homogenized ingredient enhance waters category.

The refreshed visual identity - which rolled out across the vitaminwater portfolio starting in March - features a cleaner, bolder packing label design with vibrant, flavor-forward colors, and enlarged and staked logo with modernized typography, and playful flavor descriptions channeling the irreverent voice of the New York-born-and-bred brand. “vitaminwater’s ownable and immediately recognizable look has stayed consistent since the beginning,” said Amanda Harkins, vitaminwater brand director, Coco-Cola North America Operating Unit. “But what hasn’t stayed consistent is the competitive landscape and consumer demand for bolder, fresher and more modern brands. We realized it was time for a disruptive, game-changing visual and vocal identity that would sharpen our edge in ways that appeal to existing fans and rein in the next generation of vitaminwater drinkers."

The redesign leans into flavor and functionality, with a simpler, less-medicinal look that will stand out on the shelf and reinvigorate vitaminwater’s relevance and vibrancy. Beyond packaging, the new look will come to life in outdoor creative, social/digital media, in-store merchandising and more.

At the heart of our creative brief was a challenge to make the brand more provocative and irreverent while preserving our core credentials,” said Matt Cooper, design director, vitaminwater. “We did an audit of what makes this brand cool through a 2025lens and explored how we could modernize the

equation the brand used to create the enhanced water category 25 years ago.”

The design more clearly differentiates full-sugar varieties (bold black labels) from zero-sugar options (crisp white labels), and the brand's signature on-pack with and humor more directly addresses today’s fast-moving, social media-driven consumers with language such as ‘immunity from all the bs” and “focus: time for a full review of your ex’s profile."

To co-star the redesign, vitaminwater is rolling out its first new full-sugar flavor innovation in years - elevate (blue raspberry limeade flavor with multivitamins) - as well as re-hydrate zero sugar (pineapple passionfruit with electrolytes).

In addition, fan-favorite zero sugar power-c (dragonfruit flavor supporting immunity with vitamin c and zinc) will roll out nationally in the coming months. "What makes vitaminwater unique is we’re the only enhanced water brand to offer drinkers both full- and zero-sugar options,” Harins said.

The lineup additions reflect demand for functional flavors. “We’re leaning into functional benefits people can understand,” Harkins added. “For example, re-hydrate zero sugar is packed with sports drink-level electrolytes, but we're positioning it as an everyday replenishment option. In a word where everyone is pushing claims, we want to make sure we maintain our equity of a culture-shaping brand defined by quality and great taste.”

The refreshed VIS will show up in extensions of the 2024 “vitaminwater from New York” campaign, which showcased the brand’s Big Apple roots.

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Copyright © Invenco Group Ltd. 2025 All rights reserved. Unauthorized duplication prohibited.

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SLUSH TO SPLASH

THE RETURN OF FROZEN & FOUNTAIN FAVORITES

Frozen dispensed beverages have quietly become the most profitable niche in foodservice” 32

C-STORE CONNECT MAGAZINE

When you think of convenience stores

In the Southeast, where summer tem-

ators credit custom fountain stationary

in the heat of summer, what likely comes

peratures hover near or above 90°F for

elements for that growth.

to mind aren’t cold sodas or bottled

large swaths of the season, this isn’t

water, but those swirling cups of slush

just an opportunity—it’s a must-have.

Frozen beverages sit at a unique inter-

and the nostalgic pull of fountain drinks.

Consumers aren’t just looking for some-

section of indulgence and satisfaction.

What one store called ‘the thrill of the

thing cold; they want an experience. As

They’re elevated nostalgia—think classic

chill’ has evolved into a driving force

one c-store manager in Georgia sum-

Slurpees and soda floats—combined

behind foot traffic, basket size, and cus-

marized, “A slush on a hot day isn’t just

with opportunity for innovation. Major

tomer satisfaction. After all, the sensory

a drink, it’s a moment of relief.” When

players like 7-Eleven with its peach can-

appeal of seeing icy cold liquids pour

stores deliver that moment—especially in

dy lemonade Slurpee pickup or Circle

or freeze is compelling—and it taps into

crowded travel hubs or labor-intensive

K and 7-Elevens with exclusive summer

one of the most primal ways we cope

neighborhoods—they win attention and

Gatorade fountain blends are pushing

with heat.

dollars.

boundaries, captivating both routine and

Frozen dispensed beverages have

The trend also reflects broader industry

quietly become the most profitable

shifts. C-Store Dive recently profiled

Savvy operators have taken note. Stores

niche in foodservice. According to the

major chains like QuikTrip recasting the

that invest in multi-functional machines—

NACS State of the Industry, frozen

self-serve beverage experience entire-

like Coca-Cola’s Freestyle or newer fro-

dispensed drink sales rose from $3,501

ly—ushering in customizable frozen drink

zen soda dispensers—don’t just create

per store in 2022 to $4,134 per store in

dispensers that allow flavor melds like

a means to an end, they spark engage-

2023—making them the fastest-growing

peach lemonade swirls, iced teas, and

ment. These aren’t merely dispensers;

segment in foodservice and delivering

zero-sugar fountain options. Custom-

they are sensory theatre inviting people

the highest overall margins alongside

ization is now expected: consumers

to linger, play, and share. One store

fountain drinks. That performance tells a

want control over taste, sweetness, and

installed a Freestyle in April 2025 and

simple story—customers love them, and

even functional additions like caffeine

saw fountain drink units rise not just in

they leave with a pocket-sized thrill that

or vitamins. Reports show non-alco-

volume but in per-cup revenue, as cus-

fuels loyalty and repeat visits.

holic beverage offerings rose 10.7% on

tomers experimented with flavor swirls

foodservice menus in 2024, and oper-

and mix-ins—a behavior that spilled over

novelty-driven customers.

C-STORE CONNECT MAGAZINE

33

to frozen drink interest.

But as with any foodservice strategy,

Slush and frozen trends also benefit

Margins, too, tell the tale. Frozen

the details matter. Equipment choice

from brand partnerships. Sunny Sky,

dispensed drinks earned around 65%

and placement shape experience. New-

known for proprietary frozen flavors

margins in 2023, higher than any other

er frozen beverage machines support

like Sour Patch Kids lemonade or red

foodservice category according to

dual zoning—ice-coffee on one side,

berry, has had exceptional results. A

NACS data. A simple slush made with

frozen lemonade on the other—with

pilot slush blend named after the candy

syrup, ice, and water can cost pennies

independent temperature panels. Quik-

generated record LTO performance,

to produce but sell for $2.49 or more.

Trip’s Bevolution platform is rolling out

outperforming prior flavor trials. The

The freshness is visual, the volume is

by 2026, prioritizing these features to

lesson: tap into cultural relevance and

controlled, and the profit is consistent.

maximize versatility in smaller footprints.

partner at the product level—not just rely

Add-ons like looped sugared rims or

They allow operators to rotate flavors

on generic flavor stock.

candy mix-ins can nudge price further

quickly, supporting limited-time offers or

without increasing labor.

partnerships.

Fountain drinks also enjoy a

Flavor selection is even more crucial in

machines depend on clean lines and

budget-friendly appeal. Whether with

our region. Southeast store chains are

correct ice ratio. Operators using AI-

Coca-Cola Freestyle or Pepsi Spire,

gravitating toward tropical favorites—

backed video systems have instituted

custom fountain programs offer broad

mango, coconut, passion fruit—aimed at

alerts when smoothie heads stall or

variety with minimal inventory com-

glossing over heat with promise of vaca-

require flushing. This boosts safety and

plexity. Customers can craft custom

tion. Machine programming can support

preserves taste. Consumers who other-

flavor blends, and operators need only

this easily. One Mississippi-based chain

wise assumed self-serve machines were

maintain one machine with syrup car-

rotated through flavors tied to local food

sketchy become impressed by timely

tridges and CO2. In high-traffic South-

festivals, noticing an immediate spike

sanitation stickers and machine checks

east markets, these machines reduce

in fountain engagement. Patrons treat

that reinforce reliability.

refreshment fatigue. They’ve become

flavor drops not as frivolous, but as a

a behind-the-counter hero, driving fla-

curated indulgence—a mini-vacation in

Operational simplicity matters too. The

vored innovation without fridge space.

a cup.

best systems plug into existing bever-

Of course, maintenance and hygiene are drivers of trust. Frozen drink

age bar footprints. Brands like Frazil or Freezoni provide turnkey equipment with remote monitoring—ensuring syrup consistency and preventing partial freezes.

They also support local operators by rotating seasonal flavors. A slush family-owned store in Alabama reported less staff training time after switching to such a unit, because employees no longer needed to manually mix ice and syrup or handle awkward cleaning routines.

People shop with their eyes, and these machines provide visual marketing at the point of service. Even subtle layering—like mixing energy slush with lemonade for summer weeks—generates voice-of-mouth. Customers ask staff, “Do you have the lemon-energy swirl?” and then buy it. The combination of 34

C-STORE CONNECT MAGAZINE

color, motion, and novelty persuades better than any signboard.

There’s a social media dimension, too.

The photo-friendly swirl drinks practically invite Instagram shares, especially when stores add limited-edition cups or playful straw toppers. For seasonal campaigns—like Fourth of July “red, white, and blue” slush combos—the posts pile up and free promotion follows. A prominent Florida c-store saw a 17% week-over-week sales increase through combining slush LTOs with contest hashtags on TikTok. When done right, the synergy between frozen and fountain simplifies storytelling. Instead of buying multiple cups across categories, customers can explore flavor combinations, reduce waste, and feel creative. Offering a slush infusion to a soda—or adding ice to a fountain energy drink—can be positioned as customizable. One chain placed a “Make Your Own Mashup” placard above its Freestyle machine, complete with recipe cards. Results: more per-cup revenue, higher upselling on syrups, and an energized customer base.

Value packaging drives awareness too.

Frosted lids with heat-sensitive prints that change color, seasonal cups, or collectible sleeves incentivize repeat visits. Seen as small investments, these items strengthen brand identity. In the Southeast, where travel fuel stops are sometimes routine, well-placed frozen drink promotions feel like local moments rather than generic transactions.

All that said, operators must act on data. Convenience stores using analytics tools like Modisoft or Sysco’s back-end dashboards can track flavor performance and seasonality-driv-

en spikes. One Tampa chain pulled

nostalgia in equal measure.

apricot-ginger slush from rotation after consumer-engagement signals showed

So, if your store hasn’t yet fully em-

weaker uptake and replaced it with sour

braced the possibilities of frozen and

apple lemonade—a local favorite during

fountain, the time is now. Evaluate your

strawberry festival week. It’s a cycle of

space—can you integrate a dual-temper-

testing and refining, not a set-it-and-for-

ature machine? Are your syrup cartridg-

get-it approach.

es stocked? Can you launch an LTO flavor tied to a local event or nostalgic

Margin management matters, too. Pre-

moment? What kind of decorative cups

mium frozen drinks can blur the line be-

or placards could make this feature a

tween treat and indulgent splurge. With

talking point rather than a side note?

syrup, ice, and cup cost minimal, a 16 oz frozen drink can carry a 250 to 300%

In the Southeast, summer is long. Cool-

margin, depending on pricing. Stores

er storms hot. Travelers abundant. Con-

that quote gulp-size pricing—say, $2.49

struction crews and landscapers need-

to $3.49—see greater profitability than

ing relief. Enter the frozen and fountain

a simple fountain soda upsell. A slush

experience—and leave with loyalty. Build

cup sold next to a frozen soda draws

it well, maintain it diligently, rotate it

parallel profit structures with emotional

intentionally, and it becomes less of a

upsell—“I deserve that.”

feature and more of a destination.

That combination of profit and delight

The return of frozen sips isn’t just about

makes frozen and fountain drinks a

quenching thirst—it’s about edging

unique category. They don’t just add to

ahead in the convenience game. When

margins—they add memory, personality,

your store becomes known not just

and experiential differentiation that sets

for fuel and snacks, but for the swirly

one c-store apart from another. One

delight of a perfectly chilled slush,

owner compared them to a small parlor

you stake claim to the cooler—and the

coin-op machine—they stir practice and

hearts—of your customers.

C-STORE CONNECT MAGAZINE

35

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G N I N E P O D N A GR HRA was proud to celebrate the grand opening of a brand-new Shell station in Hiram, Georgia, alongside store owner Niki and an enthusiastic crowd of customers, vendors, and staff. The event brought together the best of what convenience retail can be—with support from partner vendors like Monster, Hill & Brooks Coffee, and F’real helping to bring the energy (and flavor).

The day was filled with raffle prizes, giveaways, and great company.

The star of the show? Niki’s large, in-store kitchen serving up piping hot Krispy Krunchy chicken and buttery biscuits that kept customers coming back for seconds. Free milkshakes added to the celebration while guests explored a beautiful, modern interior stocked with everything from snacks and soda to fresh, healthy selections, beer and wine, and a standout coffee and tea program. It was a true celebration of convenience done right—and who knows? Maybe someone who picked up a lottery ticket that day will be the next big winner.

Hiram Shell

8354 Ridge Road, Hiram, GA

ON THE MENU SUMMER FOODSERVICE

42

C-STORE CONNECT MAGAZINE

When the mercury climbs and summer

These numbers reflect a hunger for hot

that deliver every time. That level of

hits full stride in the Southeast, conven-

and cold eats that are quick, satisfying,

consistent performance breeds loyalty—

ience store foodservice becomes more

and offer value for money during sum-

and repeat foot traffic.

than a grab-and-go stop—it becomes

mer’s peak.

a hot zone of opportunity and compe-

Summer brings heat, but it also de-

tition. In recent years, savvy c-store

At the heart of this surge lies a core

mands freshness and flavor. Hot-honey

operators have tapped into the trend

principle: simplicity. Stores that have

sauces, ghost pepper-infused sand-

of fast, flavorful, and fresh foodservice

streamlined menus to a curated se-

wiches, and globally inspired spices

offerings that rival quick-service restau-

lection of on-trend items—think spicy

like aji amarillo and harissa are be-

rants. In 2024, prepared foods account-

chicken wraps, hot honey-glazed

coming kitchen favorites. Southeast

ed for more than 27 percent of in-store

sausage biscuits, and customizable

operators have discovered that cus-

sales and nearly 39 percent of in-store

breakfast burritos—are seeing dou-

tomers want bold, fun summer flavors

gross margins, marking a dramatic

ble-digit growth in sales. One store

without waiting in long QSR lines.

transformation. As inflation eases and

chain recently reported a 14 percent

Stores in Tampa and Charlotte, for

consumer confidence returns, projec-

increase in same-store foodservice

example, have seen an uptick in spicy

tions for 2025 put c-store foodservice

sales in 2024, climbing another 31

chicken wrap purchases after introduc-

growth at around 2.3 percent—outpac-

percent by early 2025. Their secret was

ing sriracha-mayo dipping sauce and

ing limited-service restaurant growth.

focusing on fewer, well-prepared items

limited-time jalapeño-cheddar buns.

C-STORE CONNECT CONNECT MAGAZINE MAGAZINE C-STORE

43 35

doors.

This is where smart inventory flows into storeback logic. With self-service coolers that open instantly, staff can quickly check and restock best-sellers before they’re gone. Stores using mobile POS integrated with sales data see what sells fastest and when. One chain in North Carolina discovered dairy-based breakfast bowls outsold yogurt parfaits two to one during early hours, changing their restock strategy to match morning These aren’t just impulse purchases;

demand. That type of data integration

they’re flavor experiences that invite

basket size, especially when placed

repeat visits.

near beverage stations. One Savan-

not only minimizes waste but supports informed seasonal planning.

nah, Georgia store reports that pairing Behind the counter, staffing becomes

hot breakfast items with their flavored

equally crucial during summer’s peak.

coffees and cold blended drinks boosts

Stores experiencing turnover have

combo sales 30 percent above average.

started simplifying prep with multipur-

The sensory appeal—steam, sizzling

pose kitchen equipment and digital

griddle sounds—invites customers to

ordering systems to reduce training

stay a bit longer, refilling loyalty-app

time. One chain in Mississippi installed

coffees or adding snacks.

a combi-oven with touch programming, Cold options matter, too. Pre-made

foods without switching appliances. The

protein-packed snack bowls, fresh fruit

result? Less time wasted on tempera-

cups, and gourmet deli sandwiches

ture controls and more consistent prod-

have surged in popularity with young-

uct quality—even during shift changes

er, health-conscious consumers. In

and less experienced staff periods.

markets like Asheville, operators have noticed increased frequency of mid-

With summer driving heavier tourist and

day visits after introducing refrigerated

commuter traffic, convenience stores

cases stocked with protein wraps and

that successfully blend hot and cold

cold-pressed smoothies. The challenge

offerings gain a distinct advantage. Hot

is freshness—keeping produce crisp

food selections such as breakfast sand-

and proteins refrigerated requires

wiches, sausage biscuits, and even sim-

smart stock rotation and investments in

ple quesadillas help increase average

small-format coolers with quick-access

C-STORE CONNECT MAGAZINE

this. In a region still mindful of rising food prices, stores that deliver quality at accessible prices capture trust. Operators offering value bundles—such as a hot dog, side of nachos, and a fountain drink for under five dollars—attract weekend road-trippers and commuters.

allowing staff to steam, bake, and warm

44

Value is the silent engine driving all of

These bundles echo quick-service promotions, but with the ease of c-store speed. Technomic research suggests that 55 percent of foodservice operators will prioritize value pricing in 2025; for Southeast c-stores, that’s a prescription for more customers coming through the door rather than going elsewhere.

Beyond the economics, foodservice also creates identity. Stores that lean into food forward experiences—like

nullifying traditional gas station stere-

In a region where Gen Z and Millennials

during heatwaves have warmed up to

otypes by emphasizing chef-endorsed

increasingly see c-stores as convenient

globally inspired sauces like tangy hot

burgers or UV cooking equipment—are

dining alternatives, pairing foodservice

honey glaze, smoky sriracha aioli, or

becoming culinary destinations. Dash

offers with loyalty rewards encourages

citrus-infused harissa wraps. These

In, part of the Wills Group, is a perfect

trial and retention.

flavors deliver excitement without

example. In its Washington, DC-area lo-

requiring specialized equipment—sim-

cation, customers gather around a mini

One challenge facing Southeast

ple drizzle mechanisms and high-ROI

kitchen behind the counter ordering

c-stores is perishability. High summer

ingredients help elevate taste and

burgers crafted by a local chef, devour-

heat can render prepped food unsella-

differentiate offerings without skyrock-

ing hot handheld snacks fresh from a

ble within hours. Buffer this with rolling

eting costs.

conveyor-fryer. The result is a space

bake schedules and detailed FIFO

more akin to a casual fast-food joint

(first-in-first-out) training. One operator

Looking ahead through the summer,

than a fueling stop—and customers stay

in coastal Florida introduced dual time

convenience stores with an integrated

12 to 21 minutes per visit, compared

clocks—one for prep and one for sale—

foodservice vision win. That means

to under nine minutes at conventional

on wrapped sandwiches. The result

combining data-driven menu curation,

c-stores.

was 20 percent fewer expired items and

smart prep systems, value-focused pric-

clearer waste tracking. Another opera-

ing, and sensory-first environments. It

Even smaller stores can replicate ele-

tor reduced shrink by 15 percent after

also means investing in training for staff

ments of that success by focusing on

implementing opaque prepped bins with

and managers so quality is consistent,

cooked-to-order-prime items paired with

labels showing prep and expiry times,

from pre-office patties to post-gym

dine-in-ready offerings. Ventless cooker

reducing scanner errors and food loss.

burritos.

or prepare buffalo cauliflower bites

Regional themes also enhance reso-

By mid-summer, stores should track

without requiring major HVAC modifica-

nance. Local flavor—like shrimp po’boys

week-over-week foodservice sales and

tions. What matters is the “show”—ei-

in Georgia or Texas-inspired brisket

table average. If breakfast sales dip, it

ther visual prep or visible warmers that

tacos—carry cultural authenticity that

may signal the need for a new morning

broadcast arrival of a made-just-now

transforms mundane meals into an-

item or temperature tweak. If combo

snack. In hot July afternoons, those

ticipated visits. For instance, a small

performance stalls, consider adding

five inviting steam clouds above a food

c-store chain in Baton Rouge partnered

sides with light dusting (like seasoned

warmer can shift customer perception

with a local deli to supply boudin rolls

chips or fruit cups) or rotating hot sauc-

entirely—this is food made for me right

daily—fare driving daily repeat buys

es to introduce novelty. Southeast oper-

now.

because the product couldn’t be found

ators in 2025 have an open road: cook

elsewhere. That local edge can’t be

smart, flavor boldly, price fairly, and

It also means using loyalty systems to

outsourced and endears stores to their

design for comfort—and their foodser-

convert foodservice trials into hab-

communities.

vice counters will drive not just meals,

ovens can fry taquitos, warm pretzels,

its. Push alerts for “Breakfast Burrito

but loyalty and stand-out performance.

Wednesday” or discounts on chicken

Even global food trends have found a

When convenience store food matches

wraps after noon remind customers to

place in Southeastern summer menus.

fast-food appeal and fosters dwell time,

swing by for meals rather than just fuel.

Patrons craving something different

it no longer competes—it leads.

C-STORE CONNECT MAGAZINE

45

New Items LAUNCHING JULY 2025 Thriving in foodservice means staying adaptable, innovative, and ahead of the curve. Cutting Edge Solutions (CES) makes this easier by giving you exclusive access to cutting-edge ingredients and game-changing solutions that enhance your menu and streamline operations. With new products launching four times a year, CES designs products to help operators optimize efficiency, empower chefs to express their creativity, and create an extraordinary dining experience to keep guests coming back.

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Our chicken and Andouille gumbo features tender chicken, smoky sausage, and a medley of fresh vegetables in a deep, rich roux—perfectly balanced with spice and depth. Ready to serve over rice, it brings the soul of New Orleans to your menu in a fraction of the time. No shortcuts—just genuine, restaurant-quality gumbo that chefs can trust.

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Enhance your menu with a standout, one-of-a-kind ingredient that’s a sustainable superfood packed with umami-rich flavor. These chef-crafted seaweed kelp chickpea balls feature wild-harvested New England kelp that’s nutrient-dense and brings a distinct ocean-fresh savory flavor. Combined with hearty and rich chickpeas, they are unique, nutritious, and versatile across menu applications or cuisines. Naturally gluten-free, allergen-friendly, and vegetarian, they’re equally ideal for bringing unique twists to classics or creating new dishes that go beyond the expected.

Elevate your dishes with this rich and savory aged cheddar cheese sauce, crafted from naturally aged Tillamook® medium cheddar. Made with unpasteurized milk for deeper complexity, this sauce delivers a smooth, creamy texture and robust flavor, ideal for a wide range of culinary applications. From velvety mac and cheese to indulgent sandwiches and signature sauces, this versatile cheddar sauce brings craveable depth, character, and unmistakable quality to every bite.

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Available in multiple varieties and flavors: Brown Sugar Boba Syrup Packet SUPC 7364719 • 120/1.05 OZ Mango Popping Boba Packet SUPC 7364718 • 120/1.76 OZ Brown Sugar Tapioca Boba Packet SUPC 7364683 • 120/1.05 OZ Strawberry Popping Boba Packet SUPC 7364682 • 120/1.76 OZ

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Bring something memorable to your menu with French chouxnuts—where classic filled choux pastry meets the beloved familiar format of a doughnut. A crisp exterior with a light, airy cream puff-like interior pairs perfectly with bold, luscious fillings.

The unique texture and eye-catching presentation create an unforgettable taste and visual experience. Bring true French flair to any menu with the chouxnut—a conversation starter that blends traditional technique with a familiar indulgent twist, keeping customers coming back for more.

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Agave-Based Compostable Cutlery Kit S&P&N SUPC 7311239 • 250 CT Agave-Based Compostable Spoon Bulk SUPC 7311252 • 1000 CT Agave-Based Compostable Fork Bulk SUPC 7311250 • 1000 CT Agave-Based Compostable Knife Bulk SUPC 7311248 • 1000 CT

© 2025 All Rights Reserved. Sysco Corporation. 6509647

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SNACK STACK Pairing Profitable Bites with Functional Drinks

50

C-STORE CONNECT MAGAZINE

GA shared that after placing Bucked Up cans alongside their chicken tenders, they saw a measurable uptick in daily beverage units per transaction.

Their install didn’t require cluster shelving, just strategic adjacency.

There’s a particular kind of energy that fills the air around the foodservice counter of a convenience store on a summer afternoon. It’s a mix of hunger, heat, and anticipation—customers are looking for something more than a drink or a snack, and owners have the opportunity to turn that moment into a curated experience. The idea behind **“Snack Stack: Pairing Profitable Bites with Functional Drinks”** isn’t just a catchy concept—it’s a blueprint for driving sales by matching tasty, high-margin foods with trending beverage options in ways that feel effortless yet strategically intentional.

Summer brings a noticeable change in consumer needs and expectations.

Midwest heat feels different than Southeast humidity, but the psychological patterns are similar: shoppers want something quick, satisfying, and refreshing. They’re more open this time of year to upgrading their usual purchase into a combo that “hits the spot.”

For instance, someone grabbing a hot dog or a sausage biscuit early in the morning might follow it with a Bang Energy for a boost, while later on, a spicy chicken wrap might pair beautifully with a Poppi or Olipop—something lighter, fiber-forward, and refreshing.

a hot slice of pizza wrapped in gooey cheese or a fresh-made breakfast burrito and place it near energetic cans like Bucked Up or Uptime. You’re not telling customers what to do, but you are guiding them, nudging them gently toward value-driven purchases

Summer brings a noticeable change in consumer needs. that benefit both them and the store’s bottom line.

Data from NACS confirms what many store owners sense: when functional drinks like Celsius, Bang, or Monster are merchandised near hot, savory snacks, combo sales increase significantly—some stores report a 25 to 30 percent bump. One store in Columbus,

The relationships between product categories become clearer when you consider consumer routines. Someone stopping for gas mid-morning might be thinking only about coffee or breakfast—but if chocolate and caffeine are bundled, that morning habit becomes a value-enhanced ritual. Likewise, travelers during the summer road trip season might be drawn in by an icecold energy drink, then enticed to add a bag of Jack Links or Wonderful Pistachios as a protein complement. Each touchpoint reinforces the next, building a basket that feels natural rather than forced.

Partnership with vendors plays a major role. Representatives from Frito-Lay, Hormel, and Gatorade often bring compelling insights on snack-and-beverage trends. Some chains now collaborate with their Coca-Cola or Pepsi reps to set up test bays—limited-time displays where consumers can try summer flavors of Prime or fizz-forward DRNX Water alongside fresh-made snack offerings. These trial units create a moment of discovery, and when paired with a functional beverage, the probability of basket stacking increases dramatically.

Sweet snacks also have a place in this ecosystem. Chilled treats like Dipping

The magic lies in curation and presentation. Convenience store shoppers don’t want menus plastered on every surface—they crave options that feel convenient but also thoughtful, like someone remembered what they like.

That’s why pairing items—without overthinking it—is so powerful. Take C-STORE CONNECT MAGAZINE

51

discount, stores elevate the perceived value of the purchase. A hot sandwich and an Olipop or Poppi may sell for a price slightly less than the items purchased separately, but increase the total transaction by two items instead of one. This kind of strategic bundling grows revenue without eroding margin structures.

Dots or f’real milkshakes carry nostalgia and indulgence, and when paired with an energy drink—particularly in the evening—they position the purchase as a small reward or treat. One Florida-based operator credits evening combo sales with Dipping Dots and Monster as key to maintaining profitability during slower summer hours. The pairing turns a singular impulse into a micro-moment of enjoyable indulgence.

Foodservice managers are also blending snack-and-beverage planning with local culinary trends. A store chain in Mississippi integrated roadside favorites—like Cajun-style sausage biscuits—with electrolyte drinks like Biolyte or Body Armor. The result: customers complimented the unexpected but classic pairing, citing hydration as a natural follow-up to spicy breakfast. That kind of affinity-building combo may not appear in corporate brand plans, but it captures—and keeps—customers exactly where so many get lost amid generic selections.

Operationally, pairing combos requires support behind the scenes. Cleanliness, freshness, and quick access take precedence. Bags of chips placed carefully near warming units prevent dripping condensation; beverages must stay properly chilled even if they sit next to hot food displays. Stores that invest in dual-temp cabinets—allowing a hot segment next to cold drinks—see fewer complaints and better throughput. Staff need to monitor temps closely, especially in humid climates, to ensure drinks don’t warm and spoil or melt snacks begin to sweat.

Another overlooked but powerful tactic is timing. Studies show that shoppers escalate purchases when they perceive a window—like “only today” or “while it’s hot.” Convenience stores multiple times this summer created combo blitzes around major events—Independence Day weekends, NCAA tournaments, or local high school sports—and updated snack stack signage accordingly. One war story from a small chain in Tennessee describes how a Saturday after52

C-STORE CONNECT MAGAZINE

noon football game led to a spontaneous push of sausage wraps with Red Bull bundles. It sold out before kickoff, and customers came back asking if those combo packs would return.

Loyalty programs can reinforce these stacks. When a reward alert offers, say, $1 off any snack-and-drink combo featuring certain functional beverages, redemption rates soar. Implementing such offers not only boosts immediate sales but creates behavioral patterns, prompting repeat visits. Brands like Monster, Celsius, and Poppi provide digital coupons that can integrate seamlessly with store loyalty platforms, making combo offers feel natural, not pushy.

Throughout the day, tracking performance keeps operators ahead. With systems like Modisoft or Sysco-connected foodservice tools, c-store teams can monitor which combos are moving and which are stagnating. If desserts stall but savory-and-drink stacks thrive, it may suggest shifting display strategy. The goal is to maintain flow and freshness—no stale chips or warm bottles—and to pivot quickly if customer preferences shift during the heat of summer.

Profit margins on combo sales outperform single items because they leverage what customers already intend to buy. Instead of selling an item at a

Ultimately, snack stack combos shine brightest when driven by authentic relevance. You don’t need an item to be trendy to pair it well. Sometimes a classic lässtern chicken sandwich tastes perfect next to a can of electrolytic water after a bit of yard work under the sun. Other times, a cupcake paired with a Prime Reign may be just the pick-me-up someone needs after harvesting vegetables at a roadside farmstand. Successful c-store owners learn to read their foot traffic, understand the local pulse, and gently nudge customers toward give-in moments that feel personal.

By mid-summer, store managers should have compiled a shortlist of top-performing stacks and be ready to rotate them. Some combos return, driven by events or holiday patterns—hot honey sausage and Monster for Memorial Day, for instance—while others fall off.

That flexibility helps maintain freshness, novelty, and customer interest.

Adds another benefit: it keeps staff excited. When coolers and foodservice counters change rhythm and show new pairings every few weeks, teams report better engagement and more genuine conversation with customers—who notice and sometimes ask what’s new.

What’s key is that snack stack combos don’t feel like forced add‑ons. They feel like helpful suggestions. They’re the physical equivalent of saying, “Hey, pair this spicy snack with that cooling soda—it works, and you’ll feel good about your choice.” And when customers feel deliberately understood, they come back more often—crafting a pattern of convenience store behavior that transcends fuel, transcends transaction, and builds community.

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STAFFING FOR SERVICE SUMMER HIRING & RETENTION 60

C-STORE CONNECT MAGAZINE

When the mercury rises and daily traffic surges, convenience store operations don’t just need more hands—they need the right hands.

“Staffing for Service: Summer Hiring & Retention Hacks” isn’t a manual for scrolling resumes or conducting interviews; it’s a playbook for transforming your team into summer service stars.

Front-line staff define your customer’s experience more than product mix or competitive pricing ever will. Hiring during peak season, when turnover risk is highest and demand is greatest, isn’t just an administrative challenge— it’s an opportunity to strengthen your store’s culture, bottom line, and brand reputation.

The summer staffing puzzle begins with timing. In the Southeast, June through August ushers in not only heat, but mobile populations—between seasonal college students, early graduations, and tourism hires, the labor market shifts rapidly. Stores that hesitate risk staring at gaps or burnout in the staff schedule. One chain in South Carolina began recruiting energetic high school juniors for a summer work-and-learn program, offering flexible shifts between classes and a perk-based referral system. The payoff? Staff who show up smiling—and stay for all three peak months.

But recruiting isn’t just about casting a wide net. It’s about matching personalities to environment. Convenience store work isn’t abstract—it’s people-first, fast-paced, and often solo.

Successful owners talk about “character before experience.” Someone who thrives under pressure, smiles through a line on a scorching afternoon, and remembers regulars is more valuable than a candidate who looks great on paper but fades under heat. One Florida location handed out applications at a local Fourth of July festival and

She makes the best king cake slush.”

Today’s summer hires seek purpose and community. brought in high-spirited hires capable of greeting and upselling tourists on frozen drinks and energy combos.

Training and early engagement determine whether hires stay or drop off.

Many summer employees are students who’ve never handled a point-of-sale system under heat, chatter, and impulse pressure. But a one-day orientation doesn’t work. Instead, segmented, shadow-first onboarding builds confidence and rapport. Managers at an Alabama store coach new staff by asking them to preview their first shift during a weekend morning and shadow seasoned workers during peak hours.

By the second shift, the new hire is ringing, restocking, and responsible for one side of the cooler—small but meaningful ownership that keeps them invested.

Retention strategies go deeper than schedule fairness. Today’s summer hires seek purpose and community at work. When c-store crews describe their job as helping neighbors refresh on a long commute or supporting the local soccer team with fundraising snacks, it resonates. One Georgia store organized a Friday staff potluck and brought in frozen slush treats as a mini celebration after a week of high performance. That mix of collective reward and summertime fun created memories—and tied back to customer experiences. Staff noticed regulars asking, “Hey, is Liz working today?

Incentives matter, but they matter framed smartly. Instead of generic “employee of the month” plaques, targeted incentives create better results. One multi-site operation set up a “summer sprint” reward: shifts with positive customer feedback on friendliness received small bonuses; shifts with zero checkout mistakes earned a group pizza party. These tactics boost both morale and operational accuracy—critical in fast-paced summertime rushes.

Digital tools also deliver. Shift-swapping apps, peer-reviewed performance snapshots, flexible scheduling—these solutions reduce friction and absenteeism. One rural store in Tennessee used Modisoft’s team communication module to highlight “early-bird” and “mid-shift” bonuses automatically. Attendance problems dropped by nearly 40 percent, and managers reported fewer last-minute call-outs on holiday weekends.

Hiring needs to stay agile. If your store’s hottest days coincide with scholarship deadlines or seasonal graduations, anticipate absences early.

One chain created a “summer float pool”—experienced part-timers who rotate through stores as needed. This reduces panic when someone calls out and keeps staffing consistent.

One challenge is keeping experienced staff when school or vacations start.

Solution: build engagement through visible progression. If someone has been with the store since early spring and shows competence, announce their promotion during team huddles.

A shift to team trainer or weekend closer may not pay much more, but it stakes a claim on belonging. The public recognition also amplifies culture, signaling that dedication pays—not just C-STORE CONNECT MAGAZINE

61

financially, but socially.

schedules with heat peaks—not typical

align staffing with product promotions.

bakery or lunch hours—see fewer bot-

A coke rep may offer push for dis-

Culture also expresses itself in training

tlenecks and happier customers. This

counted fountain syrup cases; staff-

fundamentals. Summer heat adds lay-

also aligns with retention: staff are

ing for that requires forecasting both

ers of complexity—from food safety to

more likely to stay when they see their

volume and labor. Stores that integrate

emotional intelligence. New staff must

shifts match store needs, not generic

product campaigns into shift training—

learn not only fryer safety and Lotto

time blocks.

celebrating brand-at-pump partners

rules, but also how to handle cus-

like Frito-Lay, Gatorade, or Coca-Co-

tomers in line complaining about lost

Equipment training must adapt to

la—see more effective cross-sells. Staff

luggage, canceled flights, or scorching

summer needs as well. A busy fro-

mention deals naturally when they

weather. A simple training tactic—a

zen-beverage machine or combo drink

believe in them. When customers heed,

30-minute role-play scenario involving

dispenser is useless if staff don’t know

margin improves.

upset but dehydrated customers—can

how to clean, calibrate, or troubleshoot

teach both empathy and upsell: “Let

on shift. One Mississippi store built

Onboarding seasonal staff also

me get you a glass of cold water

laminated operator guides with step-

builds long-term value. Some of these

while…” Empathy builds service loyalty,

by-step cleaning steps and a “call list”

summer workers might return next

even if the customer doesn’t end up

for syrup refill. A short QR-code video

season—or stay year-round. Setting

purchasing food.

tutorial attached to each machine cut

clear pathways early makes a differ-

downtime by half and ensured quality

ence. During orientation, explain what

slush all summer long.

makes a “trainer” or assistant manag-

Upskilling creates depth, too. Rather than leaving training to the manager,

er, whose shifts pay more and offer Mentorship helps too. Grouping em-

skill-based upsides. Assign a mentor

Grouping employees based on strength fosters pride.

ployees based on strengths—morning

to each hire—they shadow near peer

shake pros or afternoon drink mak-

staff and learn through modeling. The

ers—fosters pride. One store in North

result? A pipeline built on continuity,

Carolina created weekly mini-competi-

not randomness.

tions between morning and afternoon crews on up-selling beverage combos.

Finally, winter-proof staffing means

The twist? “Loyalty badges” printed

turning seasonal hires into part-timers.

and colored in-store go to staff with

Even after peak season fades, some

some stores designate peer “service

most combo-friendly suggestions per

summer staff stick around. That’s a

captains.” These are trusted staff

shift. Customers respond to smiles and

huge win. Instead of furloughing June

members who receive deeper product

pride—it builds brand recall. In one

hires back to school, offer mini-shift

knowledge training—energy drink port-

survey, 58 percent of Summer shop-

incentives or flexible scheduling that

folios, foodservice bundles, or cooler

pers were more likely to return if staff

tie into other parts of your operation—

optimization insights. When customers

“made them feel important,” regardless

holiday prep, equipment cleaning, ven-

ask why they should pick a slush flavor

of wait time.

dor ordering. Their familiarity with your store’s culture and checkout routine

or which snack combo pairs well, the service captain can speak confidently.

Recognition extends beyond the walls

That role gives staff purpose and sells

as well. The store’s social media feed

more bundles.

becomes a morale engine. Posting

As temperatures fall and summer

summer-blended slush masterpieces

moves into memory, the summer squad

Weather-responsive scheduling is

by staff, or shout-outs to team mem-

you’ve built shouldn’t vanish—they

another strategic tool. Shifts should

bers completing month-long streaks of

should evolve with you. When your

flex based on seasonal demand—not

no mistakes, rewards everyone. These

store can hire seasonally, train thor-

just staffing needs. Afternoon shifts in

digital nods help maintain culture, and

oughly, offer empathy, foster competi-

July, for example, might start earli-

employees share these posts—boosting

tion, and reward visible effort, you’re

er and end later to capture rushes

referral hiring without cost.

not just surviving the summer crush— you’re building a team that supports

around pool closings or road-trip returns. Store managers who align staff 62

C-STORE CONNECT MAGAZINE

can add value even in colder months.

More business-minded owners also

growth year-round.

VENDOR ITEM #

CORE-MARK #

MCLANE UIN

1P-96122

518320

620607

LEVEL-1 BAR – CHOCOLATE PB PRETZEL

1P-96030

503903

619987

LEVEL-1 BAR – PEANUT BUTTER LOVER

1P-96061

503905

857027

LEVEL-1 BAR – SALTED CARAMEL

1P-48581

516623

619997

LEVEL-1 BAR – COOKIE DOUGH

1P-28145

317507

934487

LEVEL-1 BAR – S’MORES

1P-16005

516645

NEW

LEVEL-1 BAR – COUNTER DISPLAY

1P-47321

506881

597767

PROTEIN STICK – JALAPEÑO HEAT

1P-47284

506882

790577

PROTEIN STICK – BBQ SEASONED

1P-47345

506883

597767

PROTEIN STICK – ORIGINAL SMOKEHOUSE

1P-16562

527075

920307

PROTEIN STICK – SHARP CHEDDAR

1P-16432

516616

809817

PROTEIN STICK – COUNTER DISPLAY

1P-16135

516616

739897

PROTEIN STICK – FLOOR DISPLAY

ITEM DESCRIPTION

WIN A YETI COOLER AT C-STORE CONNECT!

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ONE DEAL PER STORE. MUST PURCHASE CASE QUANTITIES ABOVE TO QUALIFY. All cases must be delivered one order. Promotion is active on each delivery until the end of Order Timeline.

Please contact your Coca-Cola Salesperson or Monster Representative for any inquiries. Form of Savings either Rebate or On invoice varies by Coca Cola bottlers. Program and Pricing only valid for HRA Members on Coca Cola Program.