C-Store Connect Magazine August 2025 by HRAGroupInc

Fuel to Feast

FROM OUR EDITOR

SIGNS OF SUCCESS THE POWER OF SIGNAGE

When I think about the landscape convenience stores now operate in—especially across the Southeast—it’s clear that change isn’t just coming, it’s already here. Fuel margins may be flatter, labor markets more competitive, and tech advances faster than ever. But what hasn’t changed is our role: we are the dependable pause in the day, the place people stop for energy, relief, and familiar service. This issue is about doubling down on that position—not retreating from it.

We’re featuring operators who are reimagining the store experience by forging partnerships outside traditional categories—from local roasters to tech-enabled vendor activations. We’re hearing from independent store owners building made-to-order kitchens that rival QSRs, tracking shrink with AI tools, and integrating mobile loyalty without rewriting code. We’re taking a fresh look at EV charging— which isn’t just fuel for cars but dwell-time for food and drink—and how signage, inside and out, is shaping behavior in silent yet powerful ways.

What connects these stories is purpose. They aren’t fads. They’re intelligent shifts toward sustainable performance. Your store doesn’t need to be the biggest or the flashiest— it needs to be tuned: operationally efficient, digitally accessible, and locally relevant. Because it’s that kind of store that customers trust with their daily routines, not just their quick stops.

So as August heats up, consider this issue a partner in strategy, not just inspiration. We’re exploring smarter execution and sharper identity. Here’s to building convenient businesses that don’t just survive—but thrive.

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

THE POWER OF COLLECTIVE

COVERING THE SO

We are one of the fastest growing convenience store retail associations, representing thousands of retailers and an ever increasing number of major vendors. Our members get exclusive access to discounts, incentives, and rebates while our vendors get an opportunity to build brand equity and loyalty. Store owners gain the power of a group with a single representative that communicates on their behalf. Our members put more money in their pockets! Become a member and utilize the collective bargaining power of our HRA family.

Community & Partnership

We represent more than 5,000 retailers and 45 major vendors. You will have us behind you as a representative that will communicate on your behalf.

Why Choose Us

Our focus is your success!

Gain bulk buying power, discounts, and rebate programs and you will see savings roll in every quarter. There is no cost to join.

Operate your business with a robust partnership giving you access to savings, services, and a team helping you operate a more profitable and seamless c-store. Ensure you are operating with the highest gross profit possible by partnering with us. If you don’t save, we don’t earn.

Through our partnership with vendors you gain access to the power of collective bargaining! Amazing pricing and deals are no longer only for large chains.

2025 C-STORE CONNECT

Camp Twin Lakes provides adaptive and deeply impactful camp experiences to children and families living with serious illnesses, disabilities, and life challenges, year-round.

Our intentionally-designed programs help campers overcome obstacles as they learn new skills to more independently manage their challenges. As they make memories with their peers, the isolation they often feel vanishes in the comfort of new friendships forged by the strongest bonds - the challenges they have in common.

Each summer, Camp Twin Lakes serves thousands of children and teens from across the country during weeklong overnight camping programs. Each week, Camp serves a di erent unique diagnosis or life challenge at our three medically-supported campuses located in Winder and Rutledge, GA.

Fuel to Feast

LEVERAGING

For most of its history, the convenience store industry has built its traffic model around one thing: speed. Get them in, get them out. Whether it was fueling up, grabbing a drink, or snagging a quick snack, efficiency drove design. But what happens when the fastest-growing segment of vehicle traffic flips that script? What happens when the customer doesn’t need to move quickly but is, in fact, required to stay?

That’s the question c-store operators are now facing as electric vehicles move from novelty to norm. The rise in EV adoption isn’t just a transportation shift, it’s a transformation in the rhythm of retail. Charging a car doesn’t take three minutes. It takes fifteen to forty, and in that gap lies major opportunity and disruption. Because the customers who plug in and stay are a whole new kind of valuable.

EV drivers are different from the average gas-and-go shopper. They’re more likely

to plan their stops, more likely to use apps to find destinations, and more likely to select locations based on amenities rather than sheer proximity. They want quality coffee and clean restrooms. They’re paying attention to lighting, safety, cleanliness, and whether there’s something fresh to eat while they wait. In short, they want more, and they’re willing

What happens when the customer is required to

stay?

to pay for it if stores are ready to meet them there.

Smart operators are already building around this shift. One store just outside of Tallahassee installed four Level 3 fast chargers through a partnership with a national EV infrastructure provider. That installation didn’t just bring new custom-

ers, it changed the store’s entire identity. A shaded outdoor area with charging information, maps of nearby amenities, and a branded “Recharge with Us” banner turned what used to be a low-traffic corner of the lot into a destination. Inside, the owner added a premium coffee program, a display cooler with healthier beverage options, and a small seating area. Weekly sales of fresh food jumped 43% in the first two months. Energy drinks and hydration products surged. Average time-in-store increased, and so did basket size. Customers weren’t just waiting. They were spending.

This model isn’t theoretical, it’s working in real time. The more you treat the EV charger as a front door to your store, the more you capture the value of those lingering minutes. But that requires intentional thinking because the placement of the charger matters. One Georgia store saw poor engagement after placing their charger at the edge of a dark lot, far from the store entrance. Once they

moved it closer, added better lighting, directional signs, and even put out a few patio chairs, the numbers changed dramatically. The key wasn’t just the hardware, it was the experience around it.

Foodservice plays a central role here. When people are forced to slow down, they’re more open to options that feel personal, flavorful, and even indulgent. A gas customer might grab jerky and go. An EV customer, parked for twenty minutes, is far more likely to browse a hot case, consider a custom sandwich, or try a smoothie. Stores that align their kitchen output to charge times create rhythms that sync with real customer needs. A partnership with a regional fried chicken vendor or fresh bakery can

turn a convenience store into a weekday lunch favorite, not just for drivers, but for locals too.

Think also about bundling. One Alabama operator created a “Charge & Chow” offer. Plug in and show your charging receipt to get $1 off any meal combo. Customers responded. Over time, they even adjusted their travel routes to prioritize that store. The logic is simple: if you’re going to be stuck somewhere for 30 minutes, wouldn’t you rather it be at a place that knows how to make that time enjoyable?

Every part of the charging experience sends a signal.

everything. A glowing Google review that mentions “best EV stop for lunch” carries more weight than a billboard ever could.

An EV customer is far more likely to browse and try something new.

But it’s not just about transactions. It’s about brand building. Every part of the charging experience sends a signal. Is the station clean and well-marked? Are there waste bins nearby? Is it safe to sit outside for a few minutes while sipping a coffee or eating a wrap? When a store gets that right, it sends a strong message: “We thought about you.” That message resonates. In an age where customer choice is increasingly influenced by digital reviews, social media check-ins, and map-based navigation apps, these small details can mean

Then there’s the digital halo effect. EV drivers are heavily app-reliant. They use charging network apps to plan their trips, compare amenities, and rank locations. If your store is clean, convenient, and welcoming to EV customers, you can rise in the rankings on these platforms, even if you’re not a national chain. That exposure drives new customers, especially along busy corridors and near travel destinations. Once they’ve had a good experience they will remember, and repeat visits become routine. Loyalty builds from the ground up.

Inside the store, layout adjustments can maximize this opportunity. Consider positioning high-margin products near the front entrance, such as fresh fruit cups, bakery items, wellness beverages, even novelty snacks that invite discovery. EV drivers have time to explore so give them a reason to browse. They’re also more likely to engage with loyalty programs, especially if there’s a digital element involved. One store tied a 10-charge milestone to a free lunch combo. They tracked usage through their POS, matched customer phone numbers, and created a personalized reward flow. It wasn’t complicated, but it felt premium. That’s the power of combining time with intention.

The longer-term benefit here is strategic insulation. As fuel demand gradually declines, particularly among younger demographics and urban travelers, c-store operators must diversify revenue streams. Foodservice, premium beverage, and product experiences tied to longer dwell times provide that buffer. The charging station becomes not just a

utility, but a marketing tool. It’s a literal plug into a different economic model that prioritizes experience, personalization, and value.

There are also operational benefits. Customers who charge tend to come during consistent time blocks like morning commutes, midday errands, and afternoon travel stops. That predictability helps stores better align staffing, prep time, and promotional push. One Florida store tracked its charge times and realized that 70% of its EV activity occurred between 7 a.m. and 11 a.m. They shifted their breakfast service to stay hot and visible until noon, extended coffee discounts during those hours, and placed fruit, yogurt, and bottled protein drinks near the front cooler. Weekly gross margin on perishables increased 19% and waste dropped. The opportunity wasn’t about adding more, it was about realigning with behavior.

Yes, there are challenges. Installation can be expensive, particularly if you’re in an area with limited electrical infrastructure but that’s changing fast. Federal,

state, and utility rebates combined with partnerships with private charging networks are easing that burden. Many providers offer revenue-sharing models or full-service maintenance packages. You don’t need to go it alone. What matters is getting started. A single charger, done well, can change traffic patterns and differentiate you from the chain store down the block. It can also position your brand as forward-thinking, modern, and responsive to a new kind of customer.

You don’t have to wait for EVs to take over your market to act. Prepare now, at your scale, with your customers in mind. Offer an espresso and a clean table near the window. Lean into foodservice and rethink your entrance flow. Turn charging into an experience, and that experience into repeat business.

Because in this new landscape convenience isn’t just about speed, It’s about how well you make the most of a moment. When a customer gives you twenty minutes of their time, what you do with that moment defines whether they ever give it again.

SIGNS

OF SUCCESS

THE POWER OF INTERIOR & EXTERIOR SIGNAGE

In the high-noise world of retail marketing with apps buzzing, screens glowing, and loyalty platforms flashing with gamified offers it’s easy to overlook one of the oldest tools in the playbook. Signage. Quiet, static, and in many cases, literally bolted to the wall. If you’re serious about running a store that communicates clearly, moves product intentionally, and feels organized to a customer walking through for the first time, signage is not something you install and forget. It’s something you design with purpose and revisit often because good signage doesn’t just inform, it sells, shapes perception, and builds a brand.

Take the front of your store. The exterior is not just the customer’s first impression, it’s their first decision point. A clean, professionally mounted sign above the door tells them you’re open, stable, and confident in your offer. Window clings that are refreshed seasonally signal that your store is active, not neglected. Parking lot signage that’s clear, visible, and consistent with your interior tone builds immediate trust, but even more than that, it tells a customer “we care about what you see before you ever touch the door”.

In the Southeast, where weather takes its toll and sun-fading is a real threat to vinyl graphics, too many stores fall into the trap of letting signs age without audit. A peeling sticker that once read “Two for $3!” may not be legible anymore but it still says something, just not what you intend to say. A branded coffee banner with an outdated price does more than confuse, it creates doubt. If the price is wrong, what else is off? If the signage feels tired, does the store feel neglected? These small things compound. A cluttered and inconsistent entryway with stickers on top of decals, handwritten Sharpie notes, and six different font styles tells a customer that the inside will be more of the same. If they’re new, they might turn around. If they’re loyal, they’ll

lower their expectations.

Contrast that with a store that treats signage as part of the retail experience. The parking lot is clearly marked with shortterm parking zones, clean directional arrows, and pump-to-store messaging. The windows are clear with no more than 25% coverage and displays two to three bold seasonal promotions. The brand logo is cleanly lit and evenly mounted and at night the LED lighting doesn’t flicker. These stores draw you in before you even know what’s inside.

When you step through the door? That’s where the real work begins. Interior signage is not just about labeling products, it’s about telling a story. The best stores are laid out with a sense of order and flow, and the signs carry that message. Whether it’s a hanging aisle sign that

Signage is not something you install and forget about.

reads “Cold Drinks That Actually Chill” or a cooler door cling that says “Hydration Starts Here,” what you say and how you say it matters. Tone, clarity, color, and contrast are the building blocks of visual communication and customers respond to them whether they realize it or not.

One store just outside Savannah completely reworked its interior signage in the spring of 2025. The owner invested in a full refresh swapping outdated manufacturer clings and mismatched shelf-talkers for a unified visual language. Fonts were standardized and color palettes matched

their brand’s primary logo. Category signs weren’t just functional, they were friendly. Within two weeks average basket size rose 7%. Not because of a major remodel or price changes, just because customers could finally understand the layout. The path from product to purchase became intuitive.

This isn’t just about aesthetics because signage moves product. It anchors promotions, supports upsells, and guides behavior. If a sign above your coffee station says “Add a pastry, save a buck,” and it’s designed well, you’ll move more pastries. It’s not magic, it’s retail psychology. The message gets into the customer’s mind before they have time to make another choice.

In foodservice, signage plays an even bigger role. Menus have to be clean, consistent, and aligned with your operational flow. If you’re running a made-toorder sandwich program, the layout of that menu—what’s emphasized, what’s price-called, what’s bundled—can make or break the speed of service. Customers don’t want to squint at a wall of laminated sheets, they want confidence in their order. Big, clean fonts, clear options, and photos that feel real. If your breakfast program is working, let the signage support it. Don’t bury the biscuit deal on the side panel, give it a headline and make it intentional. Remember: in foodservice, confusion kills and clarity builds.

Then there’s the unspoken signage,

which is your merchandising cues. The way products are blocked together. The way endcaps suggest a moment such as a road trip, snack break, or hydration reset. These are silent sellers but they work hand in hand with your traditional signage. The feeling of being led to what you’re looking for is what signage helps you create.

Stores that embrace this mindset often find themselves leading in categories where others lag. A retailer in central Alabama built a “Stay Sharp” section near the entrance. It is a wire rack stocked with functional drinks, protein bars, and wellness snacks. The sign didn’t just describe the category, it gave it meaning. It connected with the customer’s intention: stay alert, feel good, fuel up. That section now outperforms the traditional snack aisle three-to-one during morning hours. Why? Because it speaks to the moment. Good signage doesn’t just name products, it frames experiences.

Signage is not a one-time project, it’s an ever-changing asset. Just like you wouldn’t leave stale coffee on the burner for a week, you shouldn’t leave outdated signs on your walls. Audit, refresh, and reimagine. If a promo is over, pull the sign. If the price changed, change the sign. If the season shifted, so should the window messaging. These may seem like

small things, but in the aggregate, they define the quality of your store.

Even handwritten signs have a role when used intentionally. A chalkboard with daily specials, written neatly and with personality, can humanize your store. A dry-erase board near the checkout that says “Staff Pick of the Week” makes employees feel involved and customers feel included. But that only works when it’s legible, consistent, and cared for. Sloppy Sharpie notes taped to coolers are not the same. If you have time to print a sign, do it right. If you’re hand-writing it, do it with pride.

And don’t forget about the checkout counter. The last thing your customer sees before they pay is often the thing they remember most. A smartly placed counter cling, a clean loyalty prompt, a friendly “Thanks for stopping by” graphic—all of it matters. The checkout is more than a transaction point, it’s your store’s final impression so make it one that reinforces your values.

Signage is strategy. It’s not the icing, it’s the structure. It sets expectations, drives movement, and reflects whether your store is operating with purpose. In a market where convenience is increasingly about clarity and connection, signage is how you show you’re listening. It’s how you guide, welcome, reassure, and reinforce.

So walk your store as your customer does. What do they see before they speak to anyone? What do they read before they ask a question? What signs are guiding them and what signs are missing?

Because in this business, you’re communicating every second of the day.

ABOUT E.A. SWEEN COMPANY

O ur famil y. O ur business.

As a famil y-owned and operated business, E.A. S ween values relationships, taking a hands-on approach to customer ser vice. You best products and ser vices while consumers enjoy a great-tasting, high-qualit y product.

WHY E.A. SWEEN?

E.A. S ween Company delivers real solutions that positivel y impact your bottom line:

• Optimiz ation of freez er and refrigerator storage.

• Reduction in waste with a 14-30 day shelf life.

•

• Consistent qualit y throughout the shelf life of our products.

#1 and #2 brands in the L unch Sandwich Categor y *

Market Sandwich® – Upgrade on the go with premium ingredients and ﬂavors.

Market Sandwich takes eating on the go to a new level. The #1 brand in the lunch sandwich category*, these products are made with premium meats, cheeses, sauces and

Deli Express® – Consistently great taste and exceptional quality for more than 60 years.

Our heritage brand delivers great taste at a great value. As the #2 brand in the lunch sandwich category*, consumers know they’ll get a delicious sandwich made with quality meats, cheeses and breads.

San Luis® – Satisfy your cravings while moving at the speed of life.

Inspired by bold and authentic ﬂavors San Luis is the #3 brand in the Mexican category*. Our burritos combine quality ingredients and traditional spices to take on-the-go Mexican food to the next level.

*Data provided by Nielsen – 52 weeks ending 11/05/2022

THE COMPETITIVE EDGE OF FRESH, FAST, & PERSONALIZED FOOD PROGRAMS

QSR-LEVEL SERVICE

MADE-TO-ORDER INSIDE C-STORES MOMENTUM

There was a time when foodservice in convenience stores meant hot dogs rotating under heat lamps, or pizza slices sitting on a rotating platter in a glass case. That image is now almost entirely out of date. Today’s c-store foodservice programs are evolving into full-fledged kitchens, many of them outperforming fast food competitors on speed, freshness, and flavor. This transformation isn’t just aesthetic, it’s strategic. As fuel margins shrink and foot traffic evolves, made-to-order (MTO) food is rapidly becoming the defining growth engine for convenience retail. Operators who once saw food as an accessory are now learning that it’s a core driver of profit, customer retention, and brand identity.

efficiency if the kitchens and service workflows are setup with intention.

Across the Southeast, the shift is especially apparent. From urban intersections to rural bypasses, operators are converting underused space into compact, high-yield kitchens. Breakfast wraps, customizable sandwiches, fried chicken baskets, smoothies, and salads are becoming the new anchors of customer experience. Customers are no longer just picking up a snack, they’re choosing c-stores for meals. Unlike traditional QSRs, which often deal with labor bottlenecks and operational sprawl, c-stores can serve up hot, fresh, and customizable food with remarkable

C-store foodservice programs are evolving into fullfledged kitchens”

What’s making this model work is a combination of compact cooking technologies, smarter menu design, and an appetite for quality. Store owners are learning to design menus that balance speed and substance. Fryers and turbo ovens now sit alongside cold-prep counters and beverage stations. Staff can be trained to handle food tickets in under three minutes without slowing down overall store service. Customers place orders through touchscreens, loyalty apps, or directly at the counter. While the customer waits, often for less than the time it takes to get through a drive-thru, they browse, buy drinks, and increase basket size. The result is layered revenue on every visit.

In fact, the overlap between foodservice and retail is where c-stores find their true strength. A customer coming in for a chicken sandwich will often grab a bag of chips, a cold energy drink, or

a dessert item to go. In stores that highlight their MTO program prominently through scent, signage, and sampling have a striking difference in sales performance. Customers feel they’re in on something local, fresh, and a little bit unexpected. It’s not mass-produced, it’s personal. That’s something no QSR chain can replicate easily.

The success stories are not confined to national names. Independent stores across Georgia, Alabama, and Florida are proving that you don’t need to be part of a massive franchise to deliver great food. One owner just outside Birmingham launched a breakfast-focused MTO program from a 40-square-foot space behind the counter. Within six months, morning traffic had doubled and cold brew coffee sales tripled. Another in South Georgia partnered with a local spice blend company to create custom rubs for their fried chicken menu, giving customers a regional flavor experience they couldn’t get anywhere else. These kinds of tweaks add

depth to a store’s reputation and make them a destination for regular meals, not just occasional stops.

The fact that customer expectations have shifted helps a lot. Consumers are more open than ever to eating at a convenience store, especially younger demographics. Recent consumer behavior studies show that Gen Z and millennial shoppers actively seek out on-the-go meals that are fast, fresh, and affordable. They’re drawn to menus that feel customizable, whether that’s selecting the protein in a rice bowl or adding extra spice to a chicken sandwich. C-store kitchens are well-positioned to meet these needs because of their smaller scale and operational flexibility. It’s easier to test new items, offer limited-time flavor drops, or react quickly to seasonal preferences. A national QSR needs a committee to roll out a new sauce. A c-store operator

can try it tomorrow.

Staffing, once considered a barrier to launching food programs, is being addressed with smarter training and

Consumers

are

open than

ever to eating at a convenience store”

simple, efficient workflows. Stores are training multi-taskers. These are team members that can switch between running the register and assembling a wrap in minutes. Prep routines are streamlined: cold components are assembled in advance, hot items are cooked to order, and packaging is designed for speed and portability. Op -

erators are also leveraging technology. Digital kitchen screens, simplified inventory systems, and integrated ordering platforms are reducing confusion and increasing ticket accuracy. Some stores are even exploring predictive prep models, using POS data to anticipate which items will spike at certain times of day or week, reducing waste while increasing readiness.

The opportunity here isn’t just about food. It’s about redefining how people perceive your store. A strong foodservice program builds trust, and trust brings repeat visits. Customers who enjoy your sandwich will be more likely to try your coffee. They’ll stay longer, spend more, and view your brand as more than a place to fill up their car and grab a drink, they’ll see it as a solution to being hungry. Food is no longer a side hustle. It’s the front door to deeper loyalty.

As operators consider how to build or scale a made-to-order program, the key is to start with clarity. What meals do your customers want that they aren’t getting elsewhere? When are they coming in hungry? What prep footprint can your store handle without sacrificing speed? What products can you build a menu around that align with your existing vendor relationships? It doesn’t have to be complex. Many successful kitchens focus on three to five core items that can be remixed into dozens of variations. The trick is consistency, freshness, and presentation. If it looks good and smells better, it will sell.

Of course, marketing matters too. Stores that promote their MTO offerings across social media, window signage, and loyalty programs see faster rampup and stronger traction. It helps to

feature staff favorites, highlight customer-created combos, or showcase limited-time offerings. Sampling still works wonders. One operator who offered bite-size fried chicken samples during lunch hour saw a 48 percent lift in foodservice sales that same day

Made-to-order foodservice isn’t a trend, it’s a transformation.”

as well as a noticeable uptick in return visits the rest of the week.

Then there’s the intangible gains. Store owners and staff who lean into foodservice often report higher morale, better customer interactions, and a sense of

ownership that goes beyond routine retail. Food brings people together. When a customer says, “I didn’t expect this from a gas station,” you’ve just redefined their relationship to your business. That moment changes perception and creates a memory.

Made-to-order foodservice isn’t a trend, it’s a transformation. And it’s one of the clearest, most achievable paths for c-store operators to increase revenue, differentiate their brand, and future-proof their stores. Whether you’re adding a griddle, redesigning your layout, or simply refining what you’re already serving, now is the time to move forward with confidence.

Because the convenience store of today isn’t just about being fast, it’s about being good.

VALUE THAT SELLS.

After opening a Krispy Krunchy Chicken®, average c-store foot trafﬁc increases ~10-12% and average merchandise sales increase ~15-20%*

You know us for our bone-in chicken, tenders, award-winning Cajun chicken sandwich and honey biscuits. Now try our premium whole-muscle chicken nuggets!

Offering strong margins with great proﬁts for you and great value for your guests.

Beneﬁt from low start-up costs, best-in-class training and support, and national marketing support. No franchise or royalty fees.

Tailored and comprehensive graphic support, ensuring seamless integration with your chain.

SCAN HERE to learn more about the brand chains trust.

IN-PERSON OPTIONS

ONE-DAY FORMAT - CLASS & PROCTORED EXAM IN THE SAME DAY

Full Package $185 $165 + S&H (Comprehensive Class, Proctored Exam, 7th edition ServSafe Food Manager book)

Scan for schedule of in-person classes

Partial Package $145 $135 (Comprehensive Class & Proctored Exam)

ONLINE OPTIONS

Online Partial Package $94

ServSafeManagerExam+RemoteProctorFee

Hybrid Combo $144 + S&H

ServSafeManager7thEditionBook+ExamFee+RemoteProctorFee

Online Full Package $174

ServSafeManagerOnlineCourse+ExamFee+RemoteProctorFee

*Online Manager Course available in English & Spanish

*ProctorU Exam available in English, Spanish and simple Chinese

*Requirements: computer (PC or Mac), a working webcam/mic, and a suitable location. Note: Mobile, tablet, and Chromebook devices are NOT supported.

TAILORED OMNICHANNEL

WIN LOYAL SHOPPERS WITHOUT A NATIONAL APP

Technology in the retail space probably feels overwhelming and a race you didn’t sign up for. National c-store chains have full-stack apps with reward points, targeted offers, voice-enabled ordering, and mobile checkout. They’ve hired software teams, they’re rolling out AI and they have the budget, infrastructure, and brand reach. But here’s the thing, many independent convenience stores are outpacing them where it matters most: connection, loyalty, and relevance. And they’re doing it without a custom app, a massive IT department, or a marketing agency on retainer. Instead, they’re taking a more tailored approach to omnichannel by meeting customers where they are, in real life and on their phones, in ways that are immediate, affordable, and effective.

Omnichannel doesn’t have to mean “big tech.” For independent operators, it means using every available touchpoint—text, email, in-store displays,

social media, mobile payment links—to build a loop of interaction that keeps customers engaged. It means making sure that when someone visits your store they’re nudged to come back, not just because of habit but because you gave them a reason. A digital coupon, a friendly reminder or a reward they didn’t expect but appreciated. These small moments, multiplied over time, create loyalty that’s just as powerful as any app’s point system.

A convenience store in central Georgia sends out weekly SMS offers for “Lunch

a more tailored approach to omnichannel by meeting customers where they are.”

Combo Fridays”. No app required. Customers opt in by texting a short code displayed by the register. Every Friday morning, those customers get a reminder and a personalized code. The result? Increased foot traffic between 11 a.m. and 2 p.m., consistent sales on slow weekdays, and a 22% rise in drink add-ons. All managed through a basic text marketing service that costs less than $50 per month. It’s simple, direct, and rooted in real behavior.

The best part of this approach is its flexibility. Customers respond when communication feels helpful, not intrusive. A store in Florida uses QR codes on cooler doors. Scan it, and you’re entered into a monthly drawing for a free energy drink bundle. Behind the scenes, that QR code links to a simple Google Form that collects email addresses and preferences. Now that store has a growing list of engaged contacts they can reach before holiday weekends, during

product launches, or when a vendor drops a flash promo. Again, no app and no IT department. Just smart, real-time engagement.

Even store signage plays a role. Digital menu boards, once a “big store” luxury, are now affordable enough for small chains and independents to use. They allow real-time updates, animated promotions, and cross-selling opportunities between foodservice and beverages. A store might push a smoothie upgrade when someone orders a breakfast wrap. A quick-service kitchen might rotate limited-time combos with visual flair. And when paired with countertop callouts or front-door signage that matches the message, the consistency reinforces intent. Customers start to recognize the brand voice. That kind of clarity builds confidence, which builds loyalty.

Social media deserves its own mention. While it may seem crowded or unpredictable, it remains one of the fastest ways to stay top of mind, especially for younger shoppers. What works best isn’t generic posts about hours or national observances. It’s store-specific, visual, human-centered content. A photo of a new sandwich with steam rising. A video of the first customer to try a new energy drink. A quick snapshot of the team behind the counter. Real people, real place, real value. These things travel farther than you’d expect. One Alabama store’s TikTok post about their new coffee bar brought in over 4,000 views in two days. The comment section filled with locals tagging their friends, that’s omnichannel working in plain sight.

allow you to track frequency and deliver perks. Buy 10 drinks, get one free. Show this text and get 10% off your next breakfast wrap. One Mississippi store partnered with a beverage brand to launch a co-branded rewards campaign with a simple premise: take a photo with your drink in front of the store, tag it, and get a $1 discount on your next visit. Customers played along, the photos became content, the content drove traffic, and the traffic converted to sales.

These tactics don’t require constant oversight but they do require intention. The stores succeeding with omnichannel aren’t the ones chasing every trend, they’re the ones who look at their customers, their hours, their categories, and ask: “Where’s the conversation happening?” If your customers check Facebook before work, post there. If they respond to signs and coupons, lean into print and SMS. If your traffic

spikes at lunch, send a reminder late morning with an offer that ties into that behavior. It’s not about being everywhere, it’s about being *present* in the right places.

Technology isn’t a challenge, it’s an opportunity. You don’t have to beat national chains at their own game, you just have to play your game better. Use the tools that fit your store. Keep the message consistent and make your marketing feel like service, not noise. Whether it’s a digital punch card, a QR-powered giveaway, or a Friday lunch text, you’re building a relationship one touchpoint at a time.

In a landscape where every customer has a screen in their pocket, the stores that speak clearly often will be the ones they come back to. You don’t need an app, you need a voice and a reason for them to say yes again.

Then there’s loyalty. You don’t need a proprietary system to reward repeat visits. Tools like digital punch cards, hosted by vendors or third-party platforms,

Identify, select, sample, and introduce compelling new products quickly and easily with low order minimums

Capitalize on current trends and changing shopping habits to drive incremental revenue

Supplement your planograms and sets without disrupting operational efficiencies

Enjoy the convenience of using your existing ordering processes and payment methods

Increase store traffic and conversion opportunities with new and returning customers

INDUSTRY INSIGHTS

Disruption fuels heightened shopper expectations

INDUSTRY INSIGHTS

Macro shifts continue to impact the C-store channel

INDUSTRY INSIGHTS

Shopper priorities influenced by

INDUSTRY INSIGHTS

COMMUNITY

IN ACTION

There’s something quietly powerful about stepping into the flow of your community with intention. That’s exactly what happened at the grand opening of a new Shell station in Hiram, Georgia. What made it different wasn’t just the customers who showed up, but who showed up with them. Partner vendors like coffee roasters, frozen shake pros, fried chicken teams, and branded beverage partners. They all came together not just to hand out samples, but to create energy, to build buzz and to shape an experience.

The owner Nikki didn’t just throw a party, she orchestrated a tone. Her partnership with HRA vendors gave the day dimension. There were warm biscuits coming out of the kitchen, milkshake samples from F’real flowing freely, Hill & Brooks Coffee pouring hot and cold sips, and Monster Energy with coolers and giveaways. The convergence of people and products turned a simple grand opening into something customers felt and, more importantly, remembered.

When done right, activations like this don’t just create short-term spikes in traffic, they embed emotional memory. They carve out a different identity than just “that gas station on the corner.” Customers walk away with not just snacks, but stories. That kind of imprint is invaluable in a world where convenience is increasingly commoditized.

Expanding beyond traditional consumer packaged goods (CPG) relationships opens the door to these experiences. It means you’re not just thinking about product placement, but about presence. Not just discounts, but dynamics. A local bakery or craft beverage partner isn’t just a vendor, they’re a co-author of your store’s brand story. When they show up in person with signage, samples, and something to say they help your store transcend its four walls.

The magic is in the moment of exchange. When a customer tries something for free, whether it’s a F’real smoothie, a new cold brew blend, or a seasonal energy drink, they linger. They ask questions and become receptive. They don’t just consume the product they become part of the scene. These moments can impact future behavior. One operator in the Southeast shared that after just two weekends of protein shake demos their average basket size during the demo hours rose by 18%. The same store also saw a rise in return visits during the same weekday time slot, a clear indication that behavior had shifted, not just once, but repeatedly.

The effectiveness of these activations lies not just in the brands themselves, but in the choreography of how they’re timed, placed, and supported. Mid-day traffic? Use that window for snackable demos and meal-adjacent foods. Early morning? Coffee and energy shots resonate best. Hot weather weekends? Hydration products and frozen items dominate. Layer in local relevance like regional baked goods or crafted beverages, then the activation feels less like a

stunt and more like a celebration.

Even small touches change perceptions and create legitimacy. Customers notice these things. Especially now, when faceto-face retail interaction feels more rare and more valuable than ever, these small efforts deliver exponential results.

And it’s not just about the customers, your staff benefits too. When store associates are engaged in these events they become energized. They learn the story behind the brands they sell they begin to take ownership. This involvement improves retention, morale, and even service level. A staffer who’s explained the benefits of a functional beverage on a Saturday is more likely to recommend it confidently on a Monday.

These activations also generate something every retailer needs more of: data with context. Many vendor partners now come equipped with tracking tools such as QR codes, POS-compatible coupons, and sample redemption apps that allow both the vendor and the store to monitor

what hits and what misses. Data leads to insights.

Think about what data intelligence means when layered over time. If one pop-up shows you how customers move, and another shows you when they spend, and another tells you what flavors resonate you’re no longer guessing. You’re building strategy informed by interaction, not just inventory.

Over time, consistency compounds. Vendors start seeing your store as a productive feedback platform. They offer you more samples, more exclusives, and more first-looks at new SKUs. One South Carolina operator ran steady activations for six months and became a test market for a seasonal flavor release from a major beverage brand. That SKU sold out twice within a 10-day window simply because the vendor trusted the store’s demo ability and demographic alignment. Those aren’t the kinds of opportunities that show up randomly. They come when you’ve proven your store can be a launchpad.

Even social media gets a lift. Video snippets of activations such as a cold brew being poured, a fried chicken tasting set up with smiling staff, or a kid spinning a raffle wheel. These are low-cost high-engagement moments and customers love sharing them. The reach often goes beyond your city. The store in Hiram saw video clips from the grand opening posted by attendees who lived 30 miles away, tagging friends and saying, “You’ve got to check this place out.” That kind of organic promotion is worth more than a month of paid ads.

The beauty is that no two activations need to be the same. You can rotate between categories, brands, and formats. One weekend you feature cold drinks and functional hydration. The next, protein-rich snacks and bold new coffees. It’s the rhythm that creates expectation. A little different each time, but always playing a familiar tune.

Logistically, it’s also easier than most think. Most vendor partners have event kits, demo teams, and staging materials. All they need is a clear space, a set time window, and a point person at your store. That’s where buy-in matters. When your team is on board, and your calendar has a rhythm, these become seamless to plan. Some stores even create simple seasonal schedules: a hydration series in summer, a comfort food series in fall, and a resolution-focused healthy snack run in January. Customers come to anticipate the change.

mixologist. A fry basket demo where the store manager talks to customers while the aroma of fresh food pulls people in. A small chalkboard that says “Today’s Feature: Try Our Cold Brew from Hill & Brooks” with a staff pick listed underneath. These touches create intimacy, and that’s where trust is born.

Trust is the core currency here. When your customers feel like your store offers more than what they came in for they’ll return.

The same applies to your vendor relationships. When you build a reputation as a store that knows how to host, promote, and follow through then vendors start coming to you with ideas, not just product. They want to partner on signage, they offer exclusive deals for your audience, and they loop you into regional campaigns. Suddenly, your store isn’t chasing opportunity, it’s curating it.

So how do you begin? Start with a simple question: What’s your store’s energy this season? Are you gearing up for summer travel? Planning for back-toschool? Leaning into tailgate season? Pick one weekend, choose one partner,

and create a one-hour demo that adds flavor to your peak foot traffic window. Watch what happens, track what moves, and ask your staff what customers said. Then repeat.

You’ll start seeing customers differently. Not as transactions, but as participants in an unfolding story. Your store becomes a place they talk about and your brand gets layered with context, emotion, and discovery.

In an era where retail loyalty is fluid, what you offer beyond price point becomes the difference-maker. Your vendor relationships aren’t just about cost savings or logistics, they’re about storytelling and when you treat them as partners in your story, something powerful happens.

In the end, the most successful c-store owners won’t be the ones with the biggest square footage or the deepest discount shelf. They’ll be the ones who create *moments. T*he ones who partner with brands to build experiences that invite customers in and make them want to stay a little longer. The ones who understand that convenience is about connection.

But it doesn’t need to feel corporate. In fact, the more *local* it feels, the better it lands. A mocktail pop-up with a local

Branded Retailers

Your current POS likely requires an expensive upgrade to one component of an old legacy system. Take advantage of this limited time offer for a completely new system!

Includes:

• Complete Passport Point of Sale System

• Enhanced Dispenser Hub (EDH)

• 1st Year Software Maintenance, Help Desk, and Warranty

Get an entire new system, not just one component.

The full POS system with 1st year warranty, help desk and software maintenance at no additional cost. Don’t wait for other critical components like the store controller, PIN pad, scanner to fail. Get it all new, now!

Switching is seamless.

Passport works with all current dispenser-types and integrates with your existing interfaces including back-office, loyalty, price signs, coupon acceptance, and proprietary fleet cards, just to name a few.

Grow your business by selling at the pump!

The first-to-market solution where customers can buy c-store items at the pump with one card swipe.

A Legacy in Fuel and Convenience Retail

Driven by the unmatched history of Gilbarco Veeder-Root and Invenco by GVR, Passport is trusted by thousands of convenience retailers.

Universal Compatibility:

• Works with all current dispenser manufacturers, ensuring a seamless integration across a mixed network.

• Over 120 partner integrations to streamline operations and increase customer satisfaction. Partner solutions include back-office management, loyalty, couponing, electronic price signs and more. See full list here.

Flexible Payment Options: Accepts all payment and loyalty methods, including major fleet cards and EBT.

Easy Employee Training:

Train staff in 20 minutes using intuitive UI, on-screen prompts, and online tutorials.

Grows with Your Business:

Easily expand with additional cashiering lanes, self-checkout, foodservice, order-at-the-pump, and drive-thru options.

24/7/365 Industry-Leading Help Desk & Software Maintenance: Access to remote technical support, regular software updates and manage and monitor your sites remotely.

Invest now in the POS built for you! A completely new system — not an upgraded component of an existing register. Transition is easy, integration with your existing interfaces is seamless, and is implemented by your local contractor.

*Contact Brad McFry with Meco of Atlanta at (770) 928-2052 for more details.

SHRINK

& SECURITY

In the world of convenience retail theft doesn’t always announce itself with a smash-and-grab. Most often, it creeps in quietly. An unpaid energy drink slipped into a backpack, a register drawer short by a few dollars, a discount applied where it shouldn’t have been, or a spoiled sandwich tossed before its time because no one tracked rotation. It’s death by a thousand little losses. For store owners, especially independents working in tight-margin environments, the effect of unchecked shrink is both financial and emotional as it feels like control is slipping through your fingers, even when you’re working harder than ever.

There’s a shift happening in how convenience stores combat shrink, and it’s not about putting up more cameras or installing bigger safes. It’s about getting smarter. C-store owners are embracing security tools that don’t just watch, they think. They track patterns, flag anomalies, and learn from behavior. Artificial intelligence and smart video analytics are no longer the territory of big-box chains. They’re being deployed in single-store operations and regional groups, helping owners connect with the real-time

heartbeat of their business.

The evolution starts with visibility. Traditional surveillance gave owners a way to “go back and check the tape,” but today’s systems are built for pre -

Summer brings a noticeable change in consumer needs.

vention, not reaction. Smart cameras now pair visual data with time stamps, POS transactions, and behavioral triggers. When an employee voids multiple items in a short span, the system sends an alert. If someone walks into a restricted area, the AI flags it. When products go missing from

high-theft zones owners know within minutes. These aren’t clunky systems built for warehouses. They’re designed for fast-paced retail where seconds matter and training lapses can cost thousands.

At the heart of this transformation is the shift from passive monitoring to intelligent exception reporting. Rather than watching hours of footage, owners are alerted to specific high-risk moments: cash drawer discrepancies, late-night inventory adjustments, suspicious returns. A new video analytics system flagged a recurring 2 p.m. pattern where a cashier applied unauthorized employee discounts to friends. Over the course of a month, the store had lost more than $400 in under-the-radar comps. That’s not just a payroll issue, it’s a profit leak. Once flagged, the issue was corrected with a conversation and retraining session.

These tools aren’t only for internal shrink. External theft such as shoplifting, staged accidents, or fraudulent returns can be caught in the act. In high-traffic stores, AI systems can identify loitering patterns, alert staff when someone enters the store three

times in a short window, or track when high-risk SKUs leave a shelf but don’t reach the counter. Some setups now integrate with motion tracking, heat mapping, and line-of-sight analysis making it easier to understand where blind spots exist and where to station staff or place signage. That kind of behavioral intelligence turns a simple security camera into a profit-protection tool.

But technology is only part of the story. What’s truly changing is the way owners think about accountability. With better visibility comes better coaching. Store managers are using exception reports to guide staff on proper checkout behavior, upsell techniques, and refund protocols. Video clips are shared not as punishment but as teaching tools—“Here’s how we want to handle this,” not “Gotcha.” This shift creates a culture of trust and clarity. Employees understand the expectations, and owners get peace of mind without feeling like they’re constantly policing.

The ROI speaks for itself. While the tech comes with a cost—setup, training, and occasional maintenance—the savings in lost product, reduced turnover, and fewer management headaches often outweigh that investment within the first year. Many vendors even offer scalable plans that make it easier for small operators to enter the ecosystem without breaking the bank.

ance claim, vendor dispute, or customer complaint, having timestamped video paired with transaction data provides powerful documentation. In an era of rising liability and decreasing tolerance for vague explanations, that level of evidence protects more than your product, it protects your reputation. When customers know you take operations seriously, they trust you more. When vendors know you track what’s moving, they respect your standards. It becomes a self-reinforcing cycle of professionalism.

Perhaps the most unexpected benefit of smarter shrink tools is the impact on operations. By analyzing video data over time store owners can identify patterns in customer flow, restocking needs, and even merchandising success. One operator discovered that high-margin snack items placed near the cooler underperformed until he rearranged signage based on traffic path heat maps. Another realized that their coffee program spiked in theft during early morning hours when only one employee was on duty, prompting

a shift adjustment. In each case, it wasn’t a theft issue, it was a visibility issue. And once corrected, business improved.

This new model of intelligent oversight is especially valuable in multi-store operations. With remote access and cloud-based interfaces, owners can monitor activity across locations without being on-site. They can compare exception patterns, test new loss-prevention protocols, and respond to emerging issues quickly. It’s the difference between operating reactively and managing proactively. For many, it’s the first time they’ve felt truly in control of their security strategy.

Of course, security isn’t just about what you can see, it’s about what you can prove. In the event of an insur-

The human factor still matters. Technology doesn’t replace people, it empowers them. The best systems are those that blend real-time data with frontline awareness. Cameras and software can alert owners to patterns, but it’s still the cashier who notices when a regular customer seems “off,” or when a vendor drops off the wrong product. The goal isn’t surveillance for surveillance’s sake, it’s clarity. When employees understand the why behind the tools, they become partners in protecting the business, not just subjects under watch.

What’s clear in 2025 is that security has graduated from locks and warnings to strategy and insight. Smart stores learn, adapt, and respond. They use AI and video tools as a living system in a world where pennies matter and perception is power. That intelligence makes all the difference.

Double Treat Yourself

RESILIENCE & REBOUND NAVIGATING A FUEL DECLINE

Since 1913, convenience stores have leaned on fuel as the central magnet for business. It made Gasoline brought people to the property. The rest—coffee, snacks, sodas, smokes—has been icing on the cake. In the Southeast, that rhythm was especially reliable. Commuters fueling up before sunrise, families stopping off I - 75 on the way to Florida beaches, workers grabbing a cold drink after a hot shift. But slowly and steadily these rhythms have been shifting. Not disappearing, but softening, stretching, and changing form. The change is signaling something loud and clear: if you’re still building your store around fuel alone, you’re building on sand.

Resilience in 2025 isn’t about pushing back against that change, it’s about realigning your business with the reality of the customer in how they live, how they move, and what brings them inside your store. The decline of fuel dependence isn’t just about electric vehicles, though EV adoption is certainly a factor, it’s also about hybrid vehicles. More efficient engines, ride-sharing, urbanization, remote work, and the changing geography of travel. People aren’t driving in the same way or in the same amount. This means that means the very purpose of a convenience store is evolving.

So what replaces fuel as your traffic engine? The short answer is experience. Not just flashy signage or upgraded coffee machines, but a complete rethinking of how you attract, serve, and retain customers.

smart, regional decisions that reflect what your community actually wants. One operator leaned into biscuits and gravy, building a morning program that now outsells packaged snacks two-toone during peak hours. Another store doubled down on Southern fried chicken and scratch-made sides, supported by a clear merchandising zone, bold exterior signage, and a lunch combo deal that runs daily from 11 to 2. These aren’t massive remodels, they’re purpose-built pivots that are changing how people think about convenience stores.

When you remove fuel from the center of your business model, you make room for other categories to grow. Beverage

purpose-built pivots that are changing how people think about convenience stores.

Another part of this evolution is rethinking time. Fuel stops are short, but what if your customers stayed longer because they wanted to? That’s what EV charging is already doing in some markets. Even without chargers you can create reasons to linger. Adding seating, inside or outside, signals that your store isn’t just a transaction hub. Offering strong Wi-Fi turns you into a work break. Placing bakery items next to coffee stations creates an intuitive café feel. Creating touchpoints like warm lighting, seasonal displays, and thoughtful endcap promotions foster a slower pace. Slower doesn’t mean less efficient. It means more engaged, more profitable, and more valued.

Let’s start with foodservice. One of the most powerful and immediate ways to replace lost revenue from fuel decline is by creating crave-worthy, repeatable food experiences. That doesn’t mean becoming a full QSR. It means making

sales, for instance, are an enormous opportunity, especially when they’re merchandised to drive exploration. Functional drinks, natural energy boosters, locally sourced waters, premium cold brews, kombucha, sports hydration… these aren’t just trends, they’re signals that customers are looking for a broader experience. Restructuring an energy drink door entirely with more spacing between SKUs, cleaner labels, and curated signage around wellness and ingredients increased sales of those items by 28% in six weeks. The product didn’t change, the presentation did, and the customer responded.

While customer-facing adjustments matter, back-of-house changes are just as critical. As fuel’s contribution to your net profit shrinks, the pressure grows to squeeze more margin out of every square foot of retail space. That starts with knowing what’s working and what’s not. You can’t fix what you can’t measure. Review your category data regularly. Do you know which SKUs are driving repeat visits? Which ones are dead weight? Are your top 20% of items getting prime shelf space? When you trim fuel out of your mindset, it sharpens your focus elsewhere. Margin becomes the metric and movement becomes the measure, which drives better decisions.

Fuel doesn’t build loyalty, humans do. Stores that are thriving post-fuel are the ones investing in better hiring, stronger onboarding, and consistent service training. Because when you can’t rely on a gallon counter to predict traffic, you rely on your team to make every interaction count. An engaged staffer upsells coffee. A friendly face invites return visits. A consistent voice builds trust. None of that can be automated, it

We’re seeing more operators sponsor local events, install community boards, and feature small local brands on their shelves. This isn’t marketing fluff, it’s strategic engagement. One store partnered with a local kombucha company, a craft jerky brand, and a local muralist. The result? A store that feels part of the community. It’s emotional connection that turns occasional shoppers into loyalists. And in the absence of constant fuel traffic, loyalty is your best hedge.

Some operators are going even further. They’re taking the freed-up energy and capital that once went into fuel programs and putting it into digital engagement. That could be a loyalty app, a targeted SMS campaign, or even a simple social media presence that showcases

daily specials, vendor spotlights, and staff stories. A small Mississippi c-store started filming one-minute daily walkthroughs of new product arrivals and posting them on Facebook. Their page grew from 300 to over 2,000 followers in six months, and foot traffic followed. You don’t need a marketing department, you just need focused intention.

And then, there’s pricing. You’re a specialty retailer, your space is curated, your service is personal, and your hours are better than most. Your pricing should reflect your value. Don’t race to the bottom. Price with confidence and back it up with freshness, cleanliness, and service. A $4 cold brew that tastes amazing and is served with a smile will outsell a $1.50 one that’s watered-down and sitting in the back cooler. Value perception is everything.

So let’s reframe the conversation. The decline in fuel is not a death sentence for convenience, or even the end of gasoline sales. It’s a freedom moment. A chance to stop treating your store like a gas station with snacks and start treating it like a small, independent, highly-profitable retail business with the power to serve its community however it chooses.

Your customers are still thirsty, still hungry, still tired, and looking for moments of ease in their day. What may be changing is why they come to you. If you meet them with quality, relevance, and human connection they’ll keep coming.

Fuel may have built your store but your people, your products, and your ability to adapt is what will build your future.

T 1 Brand Family for Hard Seltzer

#5 Brand in total Alcohol for household penetration of the 21-34-year-old age group 8% ABV Hard Seltzer

Tr SW brand with 23.1% share of HSW YTD

is the #1 new craft brand in the Southeast in the country L13W, despite availability only in 8 states ge in the last 13 weeks in all beer/seltzer/FMB in the Southeast L13W

Drift away with this bright, juicy brew and journey to a realm of citrus bliss. Nothing hoppy here – it’s a tropical trip in every sip. Some say this Shangri-la is a myth: an IPA that’s high on refreshment and low on bitterness. But those who know understand. And those who’ve tasted it swear it’s trip worth taking.

Margarita 10% ABV 19 2oz Single Serve

HIGH ABV = HIGH GROWTH

High ABV is having a resurgence and is the largest sub-segment of Convenience, worth $1.3B and growing +4%.1

AVAILABLE NOW!

HIGHER QUALITY, BETTER TASTE

High ABV consumers are seeking higher quality, better taste, and flavor adventure-they are searching for broader offerings than basic single flavors or lowquality cocktails

Strawberry Margarita 10% ABV 19 2oz Single Serve

FAVORITE FLAVORS

NOW JACKED

Cayman Jack Classic Margarita single serve is on fire, at +35% growth³ and Cayman Jack Strawberry Margarita single serve is now growing +58% over its launch last year!4 These exceptional flavors translate well to high ABV.