C-Store Connect October 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

OCTOBER 2025

DINNER TONIGHT PREPARED MEAL KITS & TAKE HOME BUNDLES

Pump-Side Commerce

Convenience in the Car The Drive-Thru Revival

Smart Shelves, Bigger Baskets AI & Planogram Optimization

Make Halloween a Season Not Just a Day

THE POWER OF COLLEC TIVE

THE POWER OF COLLEC TIVE

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.

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C-STORE CONNECT MAGAZINE

CONTENTS

20

DINNER TONIGHT PREPARED MEAL KITS & TAKE-HOME BUNDLES

5

LETTER FROM THE EDITOR

10

THE HOLIDAY GIFT CARD PLAYBOOK

20

PREPARED MEAL KITS & TAKE-HOME BUNDLES

26

PUMP-SIDE COMMERCE THAT CONVERTS

36

PROTEIN DRINK & MEAL REPLACEMENT BEVERAGES

42

PARTY SEASON FROM THE C-STORE

50

MAKE HALLOWEEN A SEASON NOT JUST A DAY

58

CONVENIENCE IN THE CAR

66

SMARTER SHELVES, BIGGER BASKETS

26

PUMP-SIDE COMMERCE

ORDER & ADS AT THE PUMP

50

MAKE HALLOWEEN A SEASON

NOT JUST A DAY

58

CONVENIENCE IN THE CAR

THE DRIVE-THRU REVIVAL

FROM OUR EDITOR October has always been a transitional month. The long heat of summer finally breaks, school routines are firmly in place, football is back, and the holidays are already starting to creep onto calendars. For convenience stores, this means one thing above all else: change. Customers’ habits shift in October more than almost any other month of the year.

They spend differently, they shop differently, and they’re looking for stores that feel one step ahead of them.

That’s exactly what this issue is about. It’s not enough to think of October as just another month, or of Halloween as just another day. The most successful operators know that this season is filled with opportunities, from party packs for tailgates to mid-October candy refills to the growing popularity of meal kits and protein drinks for busy families.

The stores that lean into these rhythms don’t just sell more product. They build trust by showing customers they understand how life actually works.

At the same time, we’ve packed this issue with ideas that stretch beyond the season. From AI-driven shelving that makes stores feel smarter to the return of the drive-thru as a true convenience channel, October is a reminder that innovation isn’t slowing down. The tools and strategies shaping the future of this industry aren’t theoretical, they’re being tested and adopted in stores just like yours by operators who understand that staying current is the best way to stay competitive.

Taken together, the stories in these pages highlight a simple truth: convenience isn’t just about being nearby, it’s about anticipating what customers need when they need it, and delivering it in a way that feels effortless. That might mean a tailgate bundle on a Saturday morning, a protein shake before work, a last-minute candy run on October 30th, or a perfectly optimized shelf that always seems to have the right item in the right spot. However you get there, the result is the same, a stronger business, a happier customer, and a store that feels essential in the daily life of your community.

66

SMARTER SHELVES, BIGGER BASKETS

AI & PLANOGRAM OPTIMIZATION

As you head into the final quarter of the year, I encourage you to think about October not just as a season of pumpkins and costumes, but as a springboard. The lessons you practice now in creating bundles, fine-tuning shelves, investing in efficiency, and connecting with community events are the very same lessons that will carry you into November, December, and beyond. This is the time to sharpen your strategy and remind your customers why your store isn’t just convenient, it’s indispensable.

Happy Halloween season, and here’s to finishing the year strong.

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

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HOLIDAY GIFT-CARD PLAYBOOK

Turning Impulse Into Income

10

C-STORE CONNECT MAGAZINE

October has a way of sneaking up on store owners. The summer rush is over, the weather cools, and for a moment it feels like business might settle into a predictable rhythm. But just as quickly, the calendar shifts. Football, fall festivals, and Halloween pass in a blink, and suddenly the holidays are bearing down.

For convenience stores, this isn’t just another season. It’s the quarter that often determines whether the year closes strong or with a sigh. While coolers and kitchens still carry the load, there is another category that can deliver outsized results in Q4 if treated with purpose: gift cards.

For many independents, gift cards sit on a rack by the counter, quietly selling themselves. Customers grab one here and there, usually when they’re already on the way to a party or need a last-minute stocking stuffer. That alone

$25 card to Apple or Amazon — they

no rack space, no theft concerns, and

is worth having them. But the real op-

were picking up the makings of a gift

often better margins. Some stores

portunity comes when stores stop treat-

bag to go with it. Another operator in

report digital card sales climbing fastest

ing gift cards as passive items and start

North Carolina stationed a gift card rack

in the final 48 hours before Christmas,

seeing them as strategic tools. Because

near the beer cave with signage that

when panic sets in and physical options

when leveraged correctly, they don’t just

read, “Don’t show up empty-handed.”

feel too slow. Being able to serve that

drive direct sales. They trigger impulse

It turned beer runs into gift runs during

demand cements the c-store as a prob-

purchases, increase basket size, attract

December gatherings.

lem solver.

Staff engagement is another underrated

The side benefit of card sales is the way

lever. A friendly reminder at checkout

they increase other spending. Research

The sheer scale of the gift card market

can plant the idea that turns into a sale.

shows that nearly two-thirds of c-store

is reason enough to pay attention. In

It doesn’t need to be pushy. A simple,

gift card transactions include an addi-

2025, U.S. consumers are projected to

“Do you need any gift cards today?”

tional item. Think of the shopper who

spend over $200 billion on gift cards.

often jogs a memory. Someone who

comes in for a card, then grabs a soda

That number has doubled in less than

forgot a nephew’s birthday or tomor-

for the ride or a bag of chips to tide

a decade, fueled by the convenience

row’s office exchange might decide right

them over. In some cases, the add-on

of digital delivery and the appeal of

then. Owners who train cashiers to treat

purchase is larger than the card margin

“choice as a gift.” And while supermar-

cards as part of customer service, not

itself. That’s the hidden multiplier effect.

kets, mass merchandisers, and digital

a scripted upsell, report stronger sales

Even more importantly, when recipients

across the board.

come in to redeem, they become new

new customers, and build brand recognition long after the holidays are over.

C-STORE CONNECT MAGAZINE

11

platforms capture the lion’s share, con-

customers. Every $25 redemption is

venience stores hold a unique position.

an audition. If the store is clean, the

They are open when other retailers are not. They are located in every town and on every corner. And they are already the destination for forgotten items, last-minute errands, and quick fixes. A well-placed gift card display taps into that exact behavior.

To maximize the return, placement and

a dusty rack hidden by the lottery terminal won’t capture attention”

promotion matter. A dusty rack hidden by the lottery terminal won’t capture anyone’s attention. Successful operators are building seasonal stories around gift cards. A store in Alabama built a “holiday helper” display that paired candy canes, hot cocoa packets, and small gift bags with racks of cards. The result was not just higher card sales, but a lift in the associated items around them. Shoppers weren’t just buying a 12

C-STORE CONNECT MAGAZINE

service sharp, and the shelves stocked with appealing options, odds are good that person returns. That’s customer acquisition at essentially no marketing cost.

Independent branding takes this further.

More c-stores are issuing their own branded cards, not just reselling national brands. For chains, this is already

The digital frontier opens even more doors. Increasingly, consumers expect to be able to send a gift instantly. That’s why more c-stores are partnering with providers that enable digital code sales at the register. A customer can walk in, buy a digital gift, and send it via text or email within minutes. For younger shoppers, this is often the preferred option, and for independents, it means

common practice, but even a single-site operator can work with providers to create local cards. A Raceway-branded card in Georgia or a locally owned Quick Mart card in Tennessee carries real meaning in its community. It says, “We’re your store.” For holiday gift exchanges, that local pride resonates.

Recipients know the card ties directly back to a business they trust. And for

the store, branded cards lock in future

crossover creates stickiness, keeping

visits rather than sending dollars to

customers in your ecosystem rather

The truth is that gift cards are not glam-

Starbucks or Best Buy.

than drifting to competitors. Imagine

orous. They don’t have the buzz of a

a shopper redeeming loyalty points to

new beverage launch or the excitement

Fraud prevention is the one area that

cover part of a gift card purchase, then

of a seasonal foodservice hit. But they

requires vigilance. Gift card scams have

returning to spend both the card and

are steady, scalable, and perfectly suit-

become more sophisticated, with crim-

more dollars later. That flywheel keeps

ed for the season. They turn forgotten

inals targeting retailers through social

spinning, and it starts with offering the

errands into opportunities, create new

engineering or tampered packaging.

option in the first place.

customer relationships, and fill gaps in baskets with profitable add-ons. For in-

Owners must ensure their POS systems are configured with activation protec-

The playbook is not complicated, but

dependent operators trying to squeeze

tions, that staff know the warning signs,

it does require intention. Stock cards

every ounce of revenue from the year’s

and that cards are displayed securely.

early and keep racks full. Place them

final months, that reliability is invaluable.

Providers offer reconciliation tools and

where they can’t be missed. Build

monitoring systems to flag anomalies.

seasonal displays that make them feel

As October rolls on, the smart move

Ignoring this side of the business is a

like part of a bigger solution. Train

is to stop seeing gift cards as passive

mistake; a single fraud case can wipe

staff to mention them without pressure.

products and start treating them as

out the profit of dozens of legitimate

Explore digital options to capture the

the seasonal strategy they are. When

sales. But when protocols are followed,

last-minute crowd. And if possible, issue

customers ask themselves where they

the risk is manageable.

store-branded cards that reinforce your

can grab a quick gift, your store should

identity. Do these things consistently,

be the first answer. That’s the real value

One reason gift cards resonate so

and gift cards move from being an after-

of the holiday gift card playbook: turn-

strongly in c-stores is their alignment

thought to a profit line you can count on

ing everyday convenience into lasting

with the idea of convenience itself.

every Q4.

income, one small card at a time.

Customers don’t want to spend time hunting down the perfect gift. They want a solution. A card offers flexibility, safety, and immediacy. In October and November, when parties, tailgates, and early gift exchanges fill calendars, convenience wins. By December, when procrastination peaks, convenience is king. Positioning your store as the reliable place to grab the forgotten gift pays off not just in sales but in reputation.

Looking ahead, the integration of loyalty and gift cards may be the next evolution. Some platforms already allow customers to convert loyalty points into gift cards or load store-branded cards directly through mobile apps. That C-STORE CONNECT MAGAZINE

13

October sixth

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Mops ¯ɅȉȬ٪ɅǕƲ٪ȷȬȯƲƇƫ٪ȉnj٪ƫǛȯɅ‫ؙ‬٪ƣƇƤɅƲȯǛƇ‫ؙ‬٪ƇǾƫ٪ƫƲƣȯǛȷ٪ throughout your facility with mops that are ȬȯȉnjƲȷȷǛȉǾƇdzdzɬ٪dzƇɍǾƫƲȯƲƫ٪ƇǾƫ٪ƫƲdzǛɥƲȯƲƫ٪ȉǾ٪ɅǛǼƲ‫ؘ‬

Floor Mats Help keep your facility clean and boost your ȬȯȉnjƲȷȷǛȉǾƇdz٪ǛǼƇǍƲ٪ɦǛɅǕ٪˛ȉȉȯ٪ǼƇɅȷ٪ɅǕƇɅ٪ɅȯƇȬ٪ƫǛȯɅ‫ؙ‬٪ ƫɍȷɅ‫ؙ‬٪ƇǾƫ٪ǼȉǛȷɅɍȯƲ‫ؘ‬

First Aid Fȉȯ٪Ƈ٪˛ƇɅ٪ɦƲƲǯdzɬ٪ȯƇɅƲ‫ؙ‬٪ɦƲ٪ǕƲdzȬ٪ȷɍȬȬȉȯɅ٪ɬȉɍȯ٪˚ȯȷɅ٪ ƇǛƫ٪ƇǾƫ٪ȷƇnjƲɅɬ٪ǾƲƲƫȷ‫ؘ‬٪tƇǛǾɅƇǛǾ٪˚ȯȷɅ٪ƇǛƫ٪ƤȉǼȬdzǛƇǾƤƲ٪ ƇǾƫ٪ǯƲƲȬ٪ȬȯȉƫɍƤɅȷ٪ǛǾ٪ȷɅȉƤǯ٪ɦǛɅǕ٪ȉɍȯ٪˚ȯȷɅ٪ƇǛƫ٪ǯǛɅ٪ ȷɍȬȬdzǛƲȷ٪ƇǾƫ٪ȷƲȯɥǛƤƲ‫ؘ‬٪

Towels Our towels deliver the cleaning performance you expect so you can provide the experience your ƤɍȷɅȉǼƲȯȷ٪ƇǾƫ٪ƲǼȬdzȉɬƲƲȷ٪ƫƲȷƲȯɥƲ‫ؘ‬

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brand growth 83% offrom new Kuii HHs

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31%

repeat rate

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OUR CONSUMERS <45 Years

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Multi-cultural

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Families

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Hispanic

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Our original flavor is a creamy blend of coconut milk and mixed in with Nata de Coco. This flavor is our most popular drink in our lineup.

Dinner Tonight PREPARED MEAL KITS & TAKE-HOME BUNDLES

20

C-STORE CONNECT MAGAZINE

For years, the dinner daypart was a

Some operators are getting more

bundles, or build-your-own sub packs.

blind spot for convenience stores. The

ambitious, offering kits that mimic the

The difference between a product that

industry built its reputation on mornings,

subscription model. A few regional

moves and one that languishes is often

dominated lunches with grab-and-go,

chains now sell “family night” boxes:

less about the food itself and more

and captured late-night impulse with

precooked proteins, side dishes, and

about the framing. Families don’t buy

snacks and energy drinks. But the ques-

even desserts bundled in one pack-

“three sandwiches and chips.” They

tion of what customers eat at six o’clock

age. Customers can take them home,

buy “Friday night dinner.” Shoppers

remained mostly unanswered. That’s

heat them up, and call it dinner. Others

don’t reach for “a pizza and drinks.”

beginning to change, and October is the

have experimented with taco kits, pasta

They respond to “game-day bundle.”

perfect moment to focus on it. As the

The message is just as important as the

days get shorter, families look for solu-

menu.

tions that save time, stretch dollars, and still feel like a meal worth sitting down for. Meal kits and take-home bundles are no longer just for grocery stores.

They are moving into the convenience channel, and for the operators who execute well, they are quietly becoming a steady stream of traffic and margin.

The shift is driven partly by econom-

families look for solutions that save time”

The demand is already visible in data.

NACS research shows that prepared food remains one of the fastest-growing inside categories for c-stores, contributing an outsized share of margin compared to packaged goods. Stores that invest in hot food programs consistently outperform peers. The natural extension is to position those foods not only as

ics. Grocery prices remain volatile,

single meals but as family solutions.

restaurant tabs continue to climb, and

An operator in Kentucky reported that

households are recalibrating how they

bundling two pizzas with wings and a

spend on food. In recent consumer sur-

drink led to a 40 percent increase in

veys, more than half of adults said they

Friday night sales compared to selling

are cooking more at home than a year

the same items individually. The prod-

ago, but many admitted they still want

ucts didn’t change — the packaging and

the convenience of prepared or partially

marketing did.

prepared foods. That tension — between wanting to save and wanting ease — is

Packaging is often the hidden lever.

exactly where c-stores can win. Unlike

Customers need to see that the bundle

restaurants, c-stores already sit on the

is designed for them, not pieced togeth-

path home. Unlike grocery, they can

er at the last minute. Branded boxes,

move faster, stocking smaller quantities

carryout bags, or clear signage create

and responding quickly to changing de-

a sense of intention. A well-labeled box

mand. A bundle of sandwiches, a pizza

that reads “Family Meal Kit” signals

with a two-liter, or a hot-case chicken

quality and value. It also simplifies the

paired with sides is not a complicated

decision. Parents do not want to stand

leap. It’s a reframing of what the store

in a store at six o’clock trying to figure

already does well.

out what goes with what. They want to grab, pay, and go. Packaging delivers C-STORE CONNECT MAGAZINE

21

office lunches, team parties, and small

or app-exclusive discounts creates re-

events. The economics are compelling:

peat behavior. And because margins on

There is also a strong seasonal an-

incremental revenue on items already in

prepared food are stronger than pack-

gle. In October, tailgates and football

the food program, higher average ticket

aged, the promotions don’t erode profit

gatherings are natural occasions for

sizes, and visibility in spaces where the

the way they might in other categories.

bundles. Stores that market “Game Day

store might otherwise never appear. For

Packs” of wings, chips, and drinks tap

independents, the bar is lower than it

There are challenges, of course. Fore-

into an existing rhythm of group eating.

sounds. A simple flyer or social media

casting demand for larger bundles is

By November and December, holiday

post showing that trays can be ordered

tricky. Waste must be managed care-

gatherings open the door to larger trays

24 hours in advance can unlock a new

fully, especially with perishable sides.

and party platters. Even if a store lacks

revenue stream. Many customers as-

Staffing can be stretched if prep is com-

a full kitchen, there are ways to assem-

sume convenience stores won’t do ca-

ble trays of cold sandwiches, chips, and

tering until they’re told otherwise. Once

cookies that serve a crowd. The trick is

they know, they often prefer it because

to stage it as a prepared solution, not

pickup is easy and hours are flexible.

that clarity.

just a collection of retail items. Customers are willing to pay a premium for

Meal kits and bundles also respond well

someone else to do the assembly.

to promotions. Buy-one, get-one offers on bundles may sound generous, but

C-store catering is beginning to find its

they drive trial that often converts into

footing here too. Several chains now

habit. Loyalty integration matters too.

openly advertise catering menus for

Offering double points on family packs

22

C-STORE CONNECT MAGAZINE

the trick is to stage it as a prepared solution”

plicated. That’s why the most successful

one stop. That’s the value proposition:

display that says “Dinner Tonight” or

programs keep it simple. They start with

immediate, affordable, and easy.

“Game Day Pack” can trigger trial. Once customers realize your store is capable

core items already moving through the store and build bundles around them.

Looking ahead, the opportunity is only

of solving the dinner dilemma, they start

Over time, as patterns emerge, they

going to grow. With the rise of GLP-1

looking for you not just in the morning

expand into more elaborate kits. The

drugs reshaping how consumers think

or at lunch, but on their way home. That

lesson is that a bundle should not add

about portion sizes and protein intake,

shift is powerful. It transforms the store

complexity. It should reduce it — for

convenience stores have a chance to

from a stop on the margin of life to part

both the customer and the operator.

innovate with balanced bundles. Smaller

of the main routine.

portions, lean proteins, and functionThe broader story is about position-

al beverages can become part of the

Meal kits and take-home bundles may

ing. C-stores are not trying to replace

dinner solution. As shoppers demand

not feel flashy. They don’t always carry

restaurants or grocery chains head-on.

healthier but still convenient options,

the buzz of a new energy drink or the

They are carving out the space between

c-stores can evolve beyond indulgent

novelty of a seasonal snack. But they

them. For a family on a budget that still

bundles to offer choices that align with

deliver something deeper: relevance.

wants a treat, a c-store meal bundle is

new lifestyles. The category will not stay

They position the convenience store

cheaper than takeout and faster than

static. It will keep bending to consumer

as a true food destination, a place that

cooking from scratch. For a college

preference, and the stores that listen

solves everyday problems in real time.

student hosting friends for a game, a

will be the ones that keep winning.

For an industry built on being there when people need it most, there may be

pizza and soda bundle is easier than ordering delivery. For a commuter who

October is the moment to lean in.

no greater compliment. Dinner tonight is

forgot dinner until the drive home, a

Families are busy, evenings are darker,

waiting — and c-stores are finally ready

pre-assembled kit solves the problem in

and gatherings are frequent. A simple

to serve it.

C-STORE CONNECT MAGAZINE

23

13

PUMP-SIDE COMMERCE

THAT CONVERTS

26

C-STORE CONNECT MAGAZINE

For decades, the gas pump was little

channel it into action. High-definition

came interactive. A driver could see an

more than a tollbooth for motorists.

screens, contactless payment options,

ad for a hot coffee, tap once to accept,

Customers swiped a card, pumped their

and loyalty integrations have turned the

and have the order routed inside. By

fuel, and drove off, often without so

dispenser into a digital storefront. And

the time they stepped into the store,

much as glancing at the storefront ten

unlike billboards or banner ads, pump

their drink was ready. That shift — from

yards away. For c-store owners, that

screens know exactly when and where a

billboard to transaction point — is what

scenario was maddening. The store was

customer is making a purchase deci-

makes today’s pump-side commerce

stocked, staffed, and ready, yet count-

sion. That’s the advantage operators

different.

less drivers treated it as little more than

can no longer afford to ignore.

scenery while they refueled. The money

Operators piloting these systems report

was in the lot, but it wasn’t making its

Consider the evolution. In the early

meaningful lift. Industry case studies

way inside. That reality has shaped con-

2000s, some chains experimented with

show double-digit increases in featured

venience retail for years — until now.

“gas station TV” — looping content

product sales when pump offers are

meant to entertain drivers. The concept

tied to time of day and weather. Coffee

Technology is transforming the forecourt

had novelty, but it rarely drove incre-

promotions spike during cool mornings.

into a selling channel in its own right.

mental sales. Customers tuned it out.

Frozen drinks surge in the heat. Pizza

The leap forward came when those

and bundled meals move faster in the

same screens were tied directly into

evening. Even impulse items like candy

store systems, allowing real offers to be

bars and energy drinks see traction

made and acted on in real time. Instead

when the message is contextual. One

of passive entertainment, the pump be-

operator in Texas reported a 15 percent

real offers to be made and acted on in real time” Ordering at the pump and targeted pump advertising are no longer experiments confined to trade show demos.

They are live in markets across the country, and in stores that deploy them with intention, they are delivering real results. Forecourt commerce is becoming a profit lever, not just a customer convenience.

The timing couldn’t be better. Customers spend an average of three to five minutes at the dispenser. That’s an eternity in advertising terms — longer than a TV spot, a radio ad, or a typical social media impression. The pump has always held attention, but now it can

C-STORE CONNECT MAGAZINE

27

increase in morning food sales within

Operational readiness is critical. Pump-

promo while filling up before trick-or-

weeks of turning on daypart-specific

side orders must be fulfilled seamlessly,

treating is far more likely to walk inside

pump offers. The driver’s mindset was

or the entire system backfires. If a driver

and stock up.

already tuned to breakfast; the pump

accepts an offer for hot wings and then

simply nudged them inside.

waits ten minutes inside because the

Vendor partnerships make this even

staff didn’t see the order, they may nev-

more attractive. Beverage companies,

The real breakthrough comes when

er use the feature again. The technology

snack brands, and even QSR suppliers

loyalty and personalization are layered

itself is usually reliable — tickets drop

are investing heavily in forecourt media.

in. Imagine a customer who consistently

into the POS or kitchen queue automat-

For c-stores, that means potential co-op

buys an energy drink two or three times

ically — but human execution is what

dollars or subsidized equipment. If you

a week. When they swipe their loyalty

makes the promise real. Stores that

are considering upgrading dispensers,

card at the pump, the screen could

succeed treat pump orders as a priority,

this is the time to ask your vendors how

automatically offer them a deal on that

not an afterthought. Staff know to check

they can support it. They benefit from

very brand. Another customer who has

the queue constantly, and orders are

the exposure, and you benefit from both

been earning points toward a free coffee

staged before the customer even walks

could be reminded that they’re just one

in. That kind of coordination makes the

purchase away from redeeming. These

process feel magical. Without it, it feels

are not generic ads. They are personal-

broken.

ized prompts, and research shows that personalized offers can drive conver-

Advertising alone has its place too.

sion rates two to three times higher than

Even when no order is placed, pump

standard promotions. In other words,

video builds awareness and nudges

when the pump knows your habits, it

behavior. Studies show that customers

sells more effectively.

exposed to pump ads recall brands at higher rates and are more likely to

Some owners worry that customers

make an unplanned purchase inside.

don’t want to be pitched while they

For seasonal promotions, the pump can

fuel. But surveys tell a different story.

be especially powerful. October offers a

Most drivers say they are open to offers

perfect example: candy sales, pumpkin

if they feel relevant, timely, and easy

spice drinks, and game-day bundles

to act on. The friction comes when

are all prime candidates for forecourt

systems are clunky. If it takes six taps

advertising. A driver who sees a candy

to order a sandwich, customers won’t bother. If the menu is confusing or the screen freezes, they won’t try again. The challenge for operators is not whether customers will engage, but whether the experience is smooth enough to make it worth their time. That means investing in user-friendly software, training staff to fulfill quickly, and testing the flow before going live.

28

C-STORE CONNECT MAGAZINE

customers exposed to pump ads recall brands at higher rates” the sales lift and the additional revenue stream. Some operators are already generating advertising income directly from pump screens, creating a dual benefit: higher product sales and direct media revenue.

Looking further ahead, pump commerce will likely merge with mobile and loyalty into one ecosystem. Picture this: a driv-

er pulls in, taps their loyalty app, selects

interaction for sales. For owners, that

venience, speed, personalization — help

fuel, and instantly sees personalized

means the pump stops being static

build loyalty in ways that are hard to

offers on the pump screen. They order a

hardware and becomes a dynamic,

measure but easy to feel. The bigger

meal, apply points toward the purchase,

data-driven sales engine.

risk may not be the cost of upgrading, but the cost of standing still. Custom-

and pay with a digital wallet, all before the nozzle clicks. By the time they

The rise of EVs adds another dimen-

ers are coming to expect interactivity.

step inside, their order is bagged and

sion. While adoption is uneven, one

A forecourt that looks outdated risks

waiting. That’s not science fiction. Large

thing is certain: charging sessions

making the entire store feel behind the

chains are already piloting systems that

take longer than fueling. That makes

times.

forecourt commerce even more relevant. Drivers waiting 15 to 30 minutes

The pump has always been the front

at a charger are highly motivated to

door of the business. For too long,

engage with food and beverage offers.

it was a door many customers never

Early pilots show that EV drivers are

walked through. Now, with technology

more likely to order ahead at the

and execution, that door is opening wid-

pump or charger, knowing they’ll

er. The question is not whether pump-

have downtime anyway. For c-stores

side commerce can work, the evidence

investing in EV infrastructure, pairing

reflects it. The question is whether op-

come close. And as costs come down,

it with robust pump-side ordering

erators are ready to embrace it, to iron

independents will be able to adopt simi-

systems will be essential to capturing

out the details, and to make it seamless.

lar capabilities.

that dwell time.

Because when the pump stops being

pump-side commerce can work, the evidence reflects it”

just about fuel and starts being about Artificial intelligence is set to make

The cost question is real. Upgrading

this even sharper. Instead of generic

dispensers and integrating software

promotions, AI can analyze transaction

can feel daunting, especially for inde-

October is the right time to begin.

history, weather, traffic patterns, and

pendents. But the return on invest-

Cooler mornings call for coffee offers.

even regional events to decide what

ment is increasingly clear. Incremental

Football weekends demand bundle

to promote in real time. On a rainy

sales from pump-side ordering add up

promotions. Holiday travel invites snack

afternoon, the pump might prioritize hot

quickly, especially in food and bever-

and beverage deals. Customers are

coffee and soup. On a Friday evening

age categories with healthy margins.

already in the right frame of mind. The

near a stadium, it might push beer and

Advertising revenue from vendors

job of the store is to meet them there,

snacks. These micro-adjustments, made

offsets costs even further. And the

at the pump, where attention is captive

automatically, can optimize every fueling

customer experience benefits — con-

and opportunity is waiting.

engagement, the entire store benefits.

The forecourt has finally become more than a place to fuel. It’s becoming a place to sell, to connect, and to grow.

And for c-store owners looking to stay ahead in a competitive market, that shift could be the difference between another routine quarter and one that truly converts.

C-STORE CONNECT MAGAZINE

29

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C-STORE CONNECT MAGAZINE

Convenience stores have long thrived on

meals, a $4.99 protein shake feels like

Meal-replacement drinks add another

quick energy. For decades, that meant

value.

layer. Once relegated to diet aisles and

carbonated sodas, then Convenience

specialty retailers, they are now being

stores have always been about speed.

Part of the surge is being fueled by an

embraced by a much wider audience. Of-

For decades, the cold vault was defined

unexpected cultural shift: the widespread

fice workers use them as lunch between

by what could give customers an instant

adoption of GLP-1 medications like

meetings. Students drink them on the

jolt: sodas in the 1980s, energy drinks

Ozempic and Wegovy. These drugs sup-

go. Families buy them to cover chaotic

in the 2000s, and a rainbow of function-

press appetite, and millions of Americans

evenings when cooking is impossible.

al beverages in the 2010s promising

are taking them. But while people on

For c-stores, these products align with

everything from sharper focus to calmer

GLP-1s may skip meals, they still need

the very definition of convenience:

moods. But something quieter, steadier,

protein to maintain muscle mass and

providing a solution when time is scarce.

and far more habit-forming is happening

energy levels. Nutritionists are encour-

And because meal replacements often

now. Protein drinks and meal-replace-

aging smaller, protein-rich snacks and

command higher price points, they deliv-

ment beverages are no longer niche

beverages. That has created a new wave

er stronger margins per unit than many

products for athletes or dieters. They

of customers who look at protein shakes

traditional beverages.

are mainstream solutions for millions of

not as a supplement but as a necessity.

Americans who want quick, portable, and

Convenience stores, open early and late

Operators who invest in this category

nutritious fuel — and they are becoming

and positioned directly along commute

often find it lifts other sales too. Custom-

one of the most important beverage

routes, are in the perfect place to cap-

ers who buy a protein shake are more

shifts convenience retail has seen in

ture that spend.

likely to pick up a protein bar, trail mix,

years.

or fresh fruit. Bundling opportunities are What makes protein drinks so valuable

strong: a store might promote a “protein

Spend just one morning watching your

for operators is their consistency. Unlike

pack” that pairs a shake with a bar and a

customers and you’ll see it. The com-

faddish beverages that spike and fade,

piece of fruit. These cross-sales not only

muter who skips breakfast but doesn’t

protein shakes become part of a daily or

lift basket size but also help reposition

want to face a long day on coffee alone.

weekly habit. A commuter who discovers

the store as a destination for complete

The parent juggling a school drop-off,

a shake that works for them is back five

solutions, not just individual items.

grabbing something to tide them over

mornings a week. A gym-goer grabs

until lunch. The college student who

one after every workout. A truck driver

The challenge is execution. Too many

needs protein after a workout but doesn’t

builds it into their routine. That kind of

SKUs can confuse customers and tie

have time to sit down at a café. The truck

repeat purchase builds a loyal custom-

up working capital. The key is balance:

driver fueling up before a long stretch

er base that is less price-sensitive and

anchor the set with proven national

of highway. They’re all turning to protein

more reliable than many other beverage

brands that customers expect, then add

drinks. What was once a specialty cate-

shoppers.

one or two rotation slots for innovation.

gory is now a universal one.

That way, you capture buzz around new It also changes how the store is per-

launches without overwhelming your

The numbers back this up. Ready-to-

ceived. A c-store with a cooler stocked

cooler. Placement matters too. Protein

drink protein shakes have been posting

full of protein drinks and meal replace-

drinks shoved to the bottom shelf won’t

double-digit growth in the convenience

ments signals something to every

move. Eye-level positioning near ener-

channel even as traditional soda sales

shopper who walks in: this is not just a

gy drinks or bottled water gives them

flatten. NielsenIQ reports show protein

place for sugar and caffeine. This is a

visibility and frames them as part of the

beverages are consistently among the

store that understands modern needs

mainstream beverage mix. Signage with

top growth categories inside c-stores.

and caters to healthier routines. Even

simple messages — “Power Your Morn-

Customers are gravitating toward brands

customers who never buy a protein drink

ing” or “Protein for the Road” — helps

that emphasize low sugar, clean ingre-

notice. The halo effect improves the over-

reframe the price point and build trial.

dients, and high protein content, and

all image of the store as clean, current,

they are willing to pay more per bottle

and customer-focused. In competitive

Speaking of price, that’s often the

because they see it as a meal, not just

markets, perception can make all the

sticking point. A $5 protein shake seems

a drink. When viewed against the cost

difference.

expensive next to a $2 soda. But when

of fast food or even grocery-prepared

framed as a meal replacement, the math C-STORE CONNECT MAGAZINE

37

changes. Compared to a $10 fast food

lesson is to keep assortments dynamic.

add protein after their Tuesday workout.

combo, the shake is cheap. Staff can re-

Customers are curious, but they still

These tools are not far off, and they will

inforce this by suggesting protein shakes

rely on staples. The winning formula is a

make the category even more powerful.

as part of meal bundles. Over time, once

steady base plus space for experimen-

customers integrate protein into their

tation.

routine, price resistance fades. They’re

The quiet shift toward protein and meal-replacement drinks is about more

not buying a drink. They’re buying a

October is a strategic season to empha-

than just adding SKUs. It’s about po-

solution.

size these products. Routines are firmly

sitioning the store for where consumer

set after summer, mornings are cooler

habits are headed. Convenience today is

Vendor partnerships can make a huge

and busier, and the holiday stretch is

defined not just by speed, but by func-

difference here. Beverage manufactur-

approaching. Marketing protein drinks

tion. Customers want food and drink that

ers are eager to grow this category and

as “breakfast made easy” or “nutrition

fit their lifestyles, fuel their bodies, and

often provide sampling programs, pro-

for the road” ties directly into customer

make their lives easier. Stores that curate

motional pricing, and marketing support.

needs. By November, holiday travel and

assortments thoughtfully, promote with

Some offer branded coolers or POS

stress create another window. Travelers

intention, and partner with vendors to

materials that help elevate the display.

want something filling but not heavy, and

drive adoption will capture not just sales,

Operators who work closely with vendors

shoppers juggling events and errands

but loyalty and reputation.

to stage sampling events or loyalty pro-

appreciate quick, nutritious options. With

motions often see faster adoption. A free

the right promotion, protein drinks can

For c-store owners looking for the next

trial tied to a loyalty program can convert

become part of those seasonal solutions.

dependable growth driver, this may be it.

a one-time buyer into a repeat customer who returns multiple times a week.

The cooler has always been a battleLooking to the future, personalization

ground, but now it’s becoming a plat-

may be the next wave. With loyalty

form for solutions, not just refreshment.

Looking at the bigger picture, the com-

programs and AI-powered recommenda-

Protein and meal-replacement beverages

petition for this category is coming from

tions, c-stores could eventually suggest

may not shout the loudest, but they are

multiple directions. Grocery stores stock

specific protein products based on past

building the kind of steady, repeat busi-

protein drinks, but they don’t always have

purchases, health preferences, or time

ness that every operator craves. Ignore

the convenience of single-serve grab-

of day. Imagine a loyalty app that pings a

the shift, and you risk being left behind.

and-go placement. Gyms sell shakes, but

customer at 7:30 a.m. with a coupon for

Embrace it, and you position your store

their selection is limited, and their hours

their preferred protein shake, ready at

not only as a stop for today’s customer

are restrictive. Quick-service restaurants

the store they usually visit. Or a pump-

but as a partner in their routines for

dabble in protein-focused smoothies, but

side offer that reminds a gym-goer to

years to come.

they require longer waits. That leaves c-stores in the sweet spot: broad assortment, easy access, fast transactions, and the ability to meet the customer exactly when and where they need it.

The innovation pipeline shows the category will only expand. Beyond whey, plant-based proteins are gaining ground, appealing to vegans and flexitarians.

Collagen-enhanced drinks are targeting joint and skin health. Some new launches combine probiotics, electrolytes, or adaptogens with protein, creating hybrid beverages that cross functional lines. These “stacked” drinks blur the boundary between hydration, nutrition, and supplementation. For operators, the 38

C-STORE CONNECT MAGAZINE

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C-STORE PARTY SEASON 42

C-STORE CONNECT MAGAZINE

A pack of twelve wings, two pizzas, or a sandwich bundle looks like lunch for a few individuals on paper. Repackaged as a “Game Day Pack” or “Family Night Bundle,” it becomes an occasion-based product that commands attention. This isn’t about reinventing your kitchen. It’s about reframing what you already sell. That’s why the stores seeing success in this space often rely on smart packaging

October doesn’t just signal the return

want options that are easy, afforda-

of cooler mornings and pumpkin-fla-

and clear marketing more than new

ble, and ready to go. Grocery stores

vored everything. It kicks off one of

equipment.

offer deli trays and catering, but they

the most social stretches of the year

require advance notice and longer

— football weekends, tailgates, school

Take the example of a Midwestern

waits. Restaurants can be expensive,

fundraisers, office potlucks, and the

chain that leaned into football season

and delivery fees pile up. C-stores,

last year. They already offered pizza

steady drumbeat of holiday gatherings that run through December. For

and chicken, but they began pro-

associated with single-serve snacks

The opportunity is rooted in the behavior”

and drinks, have a bigger opportu-

positioned on the way to stadiums,

nity than most realize. With the right

schools, offices, and neighborhoods,

framing, packaging, and marketing,

can meet the need for fast, flexible

c-stores can turn their existing offer

group solutions.

many households, these occasions come fast and often, and every one of them has the same requirement: food and drink that can feed a group.

That’s where convenience stores, long

into tailgate packs, party bundles, and holiday trays — without adding a full

The key is to stop thinking of your cur-

kitchen or tearing down walls.

rent assortment as only single-serve.

moting a “Tailgate Trio” — two large pizzas, a dozen wings, and a two-liter soda for a set price. Sales jumped 30 percent compared to the same period the year before. Customers weren’t just buying food. They were buying a solution to their Saturday problem: how to feed a group before kickoff. Another independent operator in Georgia began assembling “Holiday Helper Packs” in November — trays of cold sandwiches, chips, and cookies.

The items were the same as what they

The opportunity is rooted in behavior.

Americans are spending more time entertaining at home or with friends, especially in the wake of higher restaurant prices. A 2025 consumer survey found that nearly two-thirds of households plan to host or attend more home-based gatherings this year compared to pre-pandemic levels. But hosting comes with stress. People C-STORE CONNECT MAGAZINE

43 0

always sold individually, but packaged together and priced attractively, they became a hit with office managers and families alike.

Packaging is a critical part of this.

Customers need to see that the bundle is designed for them, not cobbled together at the counter. Branded boxes, clamshell trays, or even simple stickers with names like “Game Day Pack” create confidence. It also saves customers time in the store. They don’t have to figure out which chips go with which sandwiches or how many drinks to buy. The store has done the math for them. For many shoppers, that’s worth paying extra for.

October is especially fertile ground for these promotions. College football Saturdays, NFL Sundays, and even Friday night high school games all create demand for grab-and-go party food. Customers driving to a tailgate don’t want to detour to a grocery store deli with long lines. They want to pull in, fuel up, and leave with food in the trunk. Stores that position themselves

October is expecially fertile ground for these promotions”

as tailgate headquarters — with sig-

open late, often 24 hours. That means

not just transactions. That reputation

nage at the forecourt and bundle dis-

you can be the last-minute hero for

builds over time. It shifts the store

plays inside — can capture that spend.

someone heading to a party at 8 p.m.

from being a stop of necessity to a

The same logic applies to Halloween

who realizes they forgot to bring food.

stop of choice. And in a competitive

parties, Friendsgiving gatherings, and

A stack of premade bundles near

market, that positioning is invaluable.

December holiday potlucks. The occa-

checkout with clear pricing can save

sions change, but the need for quick

that customer’s evening — and earn

Operators don’t need to tackle this

solutions stays constant.

you a loyal fan for future occasions.

alone. Vendors are often eager partners. Beverage companies love tie-ins

One of the most underrated advan-

There is also a larger brand story at

with tailgate packs because they align

tages c-stores hold in this space is

play. When customers see your store

perfectly with social occasions. Snack

hours. Grocery stores close early, and

as the place that saved their tailgate

manufacturers see trays and bundles

restaurants get backed up on week-

or made their office potluck easier,

as ways to increase velocity. Some

ends and holidays. But c-stores are

they associate you with solutions,

even provide promotional support,

44

C-STORE CONNECT MAGAZINE

packaging, or co-op dollars for stores

offering “complete kits” that bundle

smart packaging, thoughtful mar-

willing to highlight their products in

drinks, food, and supplies. Customers

keting, and the willingness to frame

bundle promotions. A simple conver-

appreciate the simplicity, and stores

existing items as solutions for groups.

sation with your distributor or rep can

benefit from higher ticket sizes.

If you already sell pizza, sandwiches,

uncover resources you didn’t know

wings, or even hot dogs, you have the Looking ahead, the potential is even

building blocks. The transformation

greater as technology merges with

is in how you package, price, and

Marketing these packs is half the

these offers. Imagine a customer

present them.

battle. In-store signage is a given, but

fueling up on a Saturday morning. The

don’t overlook the power of digital.

pump screen offers them a “Tailgate

As we move deeper into fall, the

A quick social media post showing

Pack for the Big Game.” They tap yes,

demand for these solutions will only

a ready-to-go party tray, or a loyal-

pay at the dispenser, and pick it up

grow. Families will be busier, gather-

ty app push notification advertising

on the way out. Or picture a loyalty

ings more frequent, and customers

“Game Day Packs Available Friday,”

app that pushes a notification Friday

more pressed for time. The stores

can drive awareness and preorders.

afternoon: “Don’t forget your Game

that step up and say, “We’ve got your

Some independents are even building

Day Pack — preorder now.” These

game-day covered” or “We’ve got your

were available.

simple order-ahead systems for larger

holiday party handled” will not just see

trays, requiring just 24 hours’ notice.

sales spikes — they’ll earn a place in

The technology doesn’t have to be sophisticated. Even a phone number for preorders creates a catering-like channel that many customers didn’t know existed.

the c-store isn’t just a place to grab a drink and go”

the rhythm of community life.

That’s the bigger picture. Convenience retail has always been about meeting people where they are, in the middle of their daily lives. Tailgate and holiday

Pricing strategy is another lever.

integrations are already being piloted

packs are a modern expression of that

Customers expect bundles to feel like

by larger chains, and independents

mission. They show that the c-store

a deal, even if the store maintains

can adopt lighter versions with basic

isn’t just a place to grab a drink and

healthy margins. Anchoring packs

preorder systems.

go. It’s a partner in celebrations, in

at round numbers — $19.99, $29.99,

traditions, and in the simple need to

$39.99 — helps. The perception of val-

The beauty of tailgate and holiday

feed a group without stress. Done

ue is what drives adoption. Over time,

packs is that they don’t require a

right, it’s one of the most human ways

once customers get in the habit of

kitchen remodel. You don’t need a

to remind customers why convenience

buying packs, stores can experiment

full-service deli to succeed. You need

matters.

with upsells: adding premium sides, larger beverage options, or desserts at incremental prices. The point is to get them in the habit first.

The opportunity stretches beyond food, too. Tailgate and holiday packs can include non-food items: disposable cups, napkins, even branded coolers. Some operators have started C-STORE CONNECT MAGAZINE

45

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HALLOWEEN AS A

SEASON NOT JUST A DAY 50

C-STORE CONNECT MAGAZINE

the audience means that Halloween is

For years, Halloween in retail was treated as a 24-hour sprint. Candy ship-

What matters most for convenience re-

no longer just a children’s candy holi-

ments arrived in late September, families

tail is the way those dollars are spread

day — it’s a multi-demographic, multi-oc-

grabbed bags in a rush at the end of the

out. Research shows that more than half

casion season of snacks, drinks, and

month, and by dawn on November 1st,

of Halloween candy buyers make mul-

social gatherings.

the seasonal aisle had been stripped

tiple purchases in October. They stock

bare and replaced with pumpkins on

up early, dip into the stash, realize by

That cultural shift is a gift to c-stores.

clearance and the first signs of Christ-

mid-month that it’s gone, and buy again.

Every one of those moments requires

mas. Convenience stores, always adept

Then, in the final 48 hours, a surge of

grab-and-go products: candy bags,

at quick turns and last-minute shoppers,

shoppers flood local stores when they

salty snacks, party beverages, even

leaned into that rhythm but rarely saw

discover they need more than they

ice, pizza, and sandwiches. The stores

Halloween as more than a candy grab.

thought. That cycle means candy has

that recognize this aren’t just waiting

at least three waves of demand — early,

for trick-or-treaters. They’re positioning

That mindset is changing. In 2025, Hal-

middle, and late — and each wave is a

themselves as community suppliers for

loween is no longer a day. It is a sea-

chance for c-stores to pull customers

the entire season.

son, a month-long cascade of micro-oc-

in.

The Vendor Opportunity

casions that stretch from early October stocking to late October panic runs,

From Trick-or-Treat to

Suppliers and vendors see Halloween

with parties, community events, and

Month-Long Lifestyle

as a laboratory for seasonal innovation.

refills in between. For c-store operators,

Halloween has expanded its cultural

Candy companies roll out pumpkin-

this evolution opens up a powerful op-

footprint. It is no longer confined to cos-

and ghost-themed packaging, test new

portunity: Halloween becomes not just

tumed kids knocking on doors. Adults

limited flavors, and push large-format

a spike in candy sales, but a framework

are throwing elaborate parties. Offices

bags for parties. Beverage brands lean

for customer connection, incremental

run “spooky snack” days. Neighbor-

into apple, pumpkin spice, cinnamon,

trips, and basket growth.

hoods organize trunk-or-treat events in

and caramel flavors that create seasonal

parking lots. Colleges and sports teams

excitement. Snack companies wrap their

The Expanding Economics

host themed weekends. Streaming

core SKUs in Halloween graphics to

of Halloween

platforms drive demand with Halloween

boost visibility.

The scale of Halloween retail spending

movie marathons. This broadening of

tells the story. According to the National

C-store operators can leverage this

Retail Federation, Halloween-related

by leaning on vendor support. Many

sales surpassed $12 billion in 2024, with the average U.S. household spending more than $100 on candy, décor, costumes, and party supplies. Of that, nearly $4 billion went directly to candy.

Analysts project 2025 to exceed those records again, fueled by population growth, inflation-adjusted pricing, and the holiday’s expansion beyond children.

Halloween is no longer confined to costumed kids knocking on doors”

suppliers provide free point-of-sale displays, signage, or co-op dollars during Halloween. A single themed endcap — candy paired with soda and chips — can create a “party pack” effect without requiring the store to reconfigure its layout. Local partnerships also help.

Some stores collaborate with regional bakeries for Halloween-themed cookies or cupcakes, giving them a local angle C-STORE CONNECT MAGAZINE

51

that differentiates from the big-box

big night. Here, clear signage — “Your

c-stores is the community role Hallow-

competition.

Last-Minute Candy Stop” — and extend-

een offers. Stores are natural gathering

ed stock availability are critical.

points, and Halloween is one of the few

The Three Phases of October

holidays that still centers on neighbor-

For operators, the key to unlocking

Each phase also carries opportunities

hoods. Some operators have embraced

Halloween as a season is pacing. Early

beyond candy. Early October is a good

this by hosting small events: parking-lot

October is about being the first place

time to sell seasonal beverages and

trunk-or-treats, free coffee for parents

customers see when they decide to “get

snacks tied to parties. Mid-October of-

escorting kids, or in-store costume con-

ahead.” Marketing should emphasize

ten overlaps with football season, mean-

tests with small prizes.

stocking up early, showing abundance,

ing tailgate promotions can combine

and reminding customers that “the best

with Halloween products. Late October

One independent operator in Kentucky

selection is now.” Mid-October is about

is perfect for bundles aimed at par-

has made her store a safe trick-or-treat

the refill — this is when households run

ties: chips, drinks, and candy grouped

stop every year. Families know they can

out of the first candy stash. Operators

together.

stop by the well-lit forecourt for candy

can run promotions like “Need a refill?”

and restrooms. The goodwill translates

or “Keep the bowl full.” Late October

Making Halloween About

into repeat visits long after October.

is about urgency, when last-minute

Community

Another store in Florida tied candy give-

shoppers want candy right before the

Perhaps the greatest untapped value for

aways to a food drive, asking customers

52

C-STORE CONNECT MAGAZINE

to drop canned goods in exchange for

decorated stores, staff costumes, or

Beyond October

a Halloween treat. These initiatives build

prize winners extend the campaign out-

The discipline of treating Halloween as

reputation as much as revenue. Cus-

side the four walls.

a season pays dividends for the rest of the calendar. The same playbook

tomers remember which stores invest in Some forward-thinking operators are

— early stocking, mid-season refill,

using AI tools to tailor promotions. For

last-minute urgency, bundling, commu-

example, if the POS shows a customer

nity tie-ins — applies directly to Thanks-

Atmosphere Matters

frequently buys salty snacks, the loyalty

giving, Christmas, New Year’s, and even

Halloween is inherently visual. Stores

program might send them an offer for

non-holiday events like the Super Bowl

that create a festive environment

a “Halloween Movie Night Bundle”

or local festivals. Halloween serves as

capture attention and build energy.

with chips, soda, and candy. These

a rehearsal for bigger moments. Stores

Decorations don’t have to be elaborate

micro-targeted offers take the broad

that learn to stretch a one-day holiday

— cobwebs over cooler doors, themed

theme of Halloween and personalize it,

into a multi-week engagement carry that

signage at checkout, or pumpkin decals

making the customer feel understood.

skill into every high-traffic season.

playlists and staff costumes add per-

Managing the Back End

Looking forward, the opportunity only

sonality. One Southeast chain encour-

Of course, stretching Halloween into

grows. As consumer behavior continues

aged employees to dress up during

a month-long season requires oper-

to value experiences and occasions, re-

Halloween weekend, offering customers

ational attention. Inventory flow must

tailers who embrace the seasonal mind-

discounts if they came in costume too.

be staggered, not dumped all at once.

set will win. C-stores that take Hallow-

The result was not just higher traffic

Staff must be trained to rotate seasonal

een seriously are not just selling candy

but social media buzz, with customers

stock and keep displays full. Managers

— they are building loyalty, expanding

posting selfies from the store.

must resist the temptation to discount

customer baskets, and cementing their

too heavily too early, preserving margin

place in the rhythms of community life.

their kids and neighborhoods.

on the windows create mood. Music

That visibility turns the store into a

for the late-October rush. For stores in

place where people want to linger, not

high-traffic areas, it may mean ordering

At its core, Halloween is about connec-

just transact. For c-stores that often

extra inventory to avoid running out in

tion, joy, and imagination. For c-store

struggle to build personality beyond

the final days.

operators, leaning into that spirit

utility, Halloween provides a low-cost

pays off in both sales and reputation.

Staff engagement matters too. Encour-

It doesn’t require massive capital. It

aging employees to embrace the season

requires intentional execution, creative

Technology and Targeting

— through costumes, contests, or rec-

presentation, and a willingness to see

Digital tools can make Halloween cam-

ognition — builds morale and makes the

opportunity where others see just a

paigns more effective. Loyalty apps can

customer experience more enjoyable.

single night.

track when customers buy candy early

When employees have fun, customers

in October, then trigger push notifica-

notice. And when the season wraps,

When you make October a season, not

tions mid-month reminding them to refill.

clear plans for sell-through or donation

a day, you don’t just sell more candy.

Pump screens can run themed ads pro-

of leftover candy help close the loop

You transform your store into a place

moting candy-and-soda bundles, turning

without waste.

people look forward to visiting. And

way to change perception.

idle fueling minutes into purchase

that’s the kind of magic that lasts well

prompts. Social media posts showing

beyond the last jack-o’-lantern.

C-STORE CONNECT MAGAZINE

53

LIMITED EDITION

IN-CAR

CONVENIENCE A DRIVE-THRU REVIVAL 58

C-STORE CONNECT MAGAZINE

The drive-thru has always been a unique-

preparation too slow, and the perception

ly American invention, born of a culture

of quality too low. Coffee might have been

built on cars and fueled by a desire to

strong, but sandwiches and hot meals

do everything faster. It started with banks

weren’t yet competitive with quick-service

and burger joints, spread to coffee shops

restaurants. Today, that has changed. Piz-

and pharmacies, and eventually became

za programs rival the local pizzeria. Fried

so normal that most of us barely noticed

chicken is seasoned and crispy enough

how much of daily life was conducted

to earn repeat customers. Breakfast

from the driver’s seat. But for decades,

menus are wide enough to compete with

convenience stores — businesses literally

national coffee brands. Customers al-

built on the promise of speed and ease —

ready trust c-stores to deliver real meals,

People learned how much time they could save and how simple errands could become...”

sat mostly on the sidelines. Some exper-

not just snacks. Extending that trust into

Convenience stores are discovering that

imented with windows, but the majority

a drive-thru lane feels natural.

the presence of a drive-thru doesn’t just

kept their focus on the inside of the store.

serve customers in the moment. It also

The logic seemed sound: wasn’t the

The pandemic accelerated this reality.

changes perception. In surveys, more

entire model already built around getting

When contactless service became the

than two-thirds of consumers say they

people in and out quickly? Why carve out

norm, the idea of staying in your car for

are more likely to choose a store with

a lane when the parking lot was already

everything — groceries, prescriptions,

drive-thru over one without it, even if they

right there?

dinners, even pet food — suddenly felt

don’t plan to use the lane every time.

essential. People learned how much time

The window itself becomes a symbol of

That logic is being rethought, and fast.

they could save, how safe they could feel,

modernity. It tells customers that this

In 2025, the drive-thru is enjoying a

and how simple errands could become

business values their time, understands

full-scale revival, and this time it isn’t

when they didn’t have to unbuckle kids

their routines, and has invested in making

confined to fast-food giants or special-

or step out into the weather. Even after

things easier. That signal is worth as

ty coffee chains. Convenience stores

restrictions lifted, those habits stuck. In

much as the sales it generates, because

are entering the game in earnest. From

fact, they hardened into expectations.

it shapes how customers think about the

regional chains with dozens of sites to

Customers began to look at every busi-

brand.

independents operating a single location,

ness through the same lens: can I do this

operators are discovering that customers

from the car? If the answer is yes, they’re

Operators who have added drive-thru

don’t just want convenience in theory —

more likely to stop. If the answer is no,

are already seeing the payoff. A region-

they want it without leaving the car. What

they may pass you by.

al chain in Texas carved out a lane for

began as a trickle of experiments during the pandemic has turned into a defining trend of the mid-2020s, and it is changing the way people think about what convenience retail can be.

You can trace the momentum back to foodservice. Ten or fifteen years ago, many convenience stores couldn’t have supported a drive-thru even if they wanted to. The menus were too thin, the C-STORE CONNECT MAGAZINE

0 59

coffee, tacos, and energy drinks, staffing

who once chose a burger chain or coffee

personal. Imagine a commuter pulling up

it only during morning peaks. Within six

shop began choosing his store instead.

and seeing an offer for the exact coffee

months, the lane accounted for fifteen

That’s the competitive edge a lane can

they usually buy, or a parent getting a

percent of breakfast sales — business

create.

prompt for pizza at dinnertime. Some larger chains are even experimenting with

they say would have gone elsewhere if the lane didn’t exist. An independent op-

Of course, nothing comes without chal-

AI voice ordering to cut down on errors.

erator in the Midwest turned an unused

lenges. Staffing is the top concern for

Independents don’t need to match that

side window into a pizza pickup station,

most operators, but the experience of

level of investment to benefit. Even a

connecting it to their kitchen program.

those already running drive-thru suggests

tablet connected to the POS can power

Dinner traffic jumped almost immediately,

it is manageable. Peak drive-thru times

a functional, modern-feeling lane. What

and the store saw a new category of loyal

mirror existing busy periods: mornings,

customers value most is speed, not bells

customers: parents swinging by after

lunch, and dinner. Redirecting one

and whistles.

practice, commuters too tired to cook,

employee during those hours is often

and families grabbing pizza on the way

enough, and the incremental sales cover

There’s also a cultural element that

home. The investment was modest, but

the labor cost. Menu design is critical.

shouldn’t be overlooked. Drive-thru taps

the impact was not.

Customers don’t expect the entire store

into family life in ways that inside shop-

in the lane; they expect speed. A drive-

ping can’t. Parents with kids in car seats

What makes drive-thru particularly valu-

thru menu that sticks to core items —

will go out of their way to avoid unloading

able is that it often captures incremental

coffee, a few sandwiches, pizza, popular

them for a quick stop. Workers on the

sales. Customers who might never have

snacks, and drinks — is plenty. Execution

clock appreciate grabbing lunch without

parked and walked inside are suddenly

matters more than breadth. If the lane is

wasting time parking. Women traveling

reachable. That doesn’t mean it cannibal-

consistently fast and accurate, customers

alone late at night often feel safer staying

izes inside traffic. More often, it grows the

will return.

in their car. For all these customers, drive-thru isn’t just a preference. It’s a

pie. One owner told me that his average tickets inside the store remained steady

Technology helps smooth the process.

solution to a real-life barrier. Stores that

after adding a drive-thru, but his overall

Digital menu boards keep choices clear.

provide it become not only more conven-

sales grew because he was now serving

Kitchen display systems integrate orders

ient, but more trusted.

an entirely new set of occasions. People

seamlessly. Loyalty programs make it

60

C-STORE CONNECT MAGAZINE

Operators can amplify that trust with

before your car is ready. The synergy

At the heart of it, the drive-thru revival is

small gestures. Some stores hand out

is obvious, and some forward-thinking

about more than architecture. It’s about

seasonal extras — a fun-size candy bar in

operators are already piloting it.

understanding what customers value most: time, safety, and routine. When a

October, a peppermint stick in December, or a loyalty coupon for coffee in January.

The bigger picture is about identity.

store makes it possible to grab breakfast

These touches cost pennies but create

Convenience stores have always been

without unloading kids, or dinner without

lasting impressions. Customers may not

about saving time. But in 2025, saving

getting out in the rain, or coffee without

remember every transaction, but they

time doesn’t just mean being nearby. It

standing in line, it’s doing more than

remember when a store made them smile.

means being accessible in the exact way

selling food. It’s proving that it knows its

Over time, that emotional connection

customers want. Sometimes that means

customers and cares about their lives.

builds loyalty stronger than any discount.

inside, sometimes it means delivery, and

That proof builds relationships that last

increasingly it means drive-thru. Stores

far beyond a single transaction.

The future of drive-thru in convenience

that provide multiple paths to purchase

retail is wide open. In urban markets,

will own the future. Stores that cling to

As convenience retail continues to evolve,

we’re already seeing experimental mi-

old definitions of convenience may find

the drive-thru will become one of its de-

cro-stores designed entirely around the

themselves left behind.

fining symbols. It tells the customer: we’ll meet you where you are, even if that’s

car. They may be smaller inside, but with multiple lanes and digital boards outside,

Adding a drive-thru is not always simple.

behind the wheel. It shows the communi-

they function like convenience restau-

Not every lot has the space. Not every

ty: we’re investing in being faster, safer,

rants. In suburban and rural areas, larger

building can accommodate a window. Not

and more modern. And it reminds the

footprints give operators space to add

every operator has the labor flexibility.

operator: growth comes not just from

lanes alongside traditional entrances. EV

But the lesson of the revival is that when

what you sell, but how you sell it. For

charging is adding another twist: custom-

it’s possible, it pays off. Customers want

decades, drive-thru belonged to restau-

ers who spend fifteen to thirty minutes

it, vendors support it, and competitors

rants. Now it belongs to convenience too.

powering up are perfect candidates for

are already offering it. Standing still

The revival is real, and the question isn’t

drive-thru food ordering. Imagine pulling

carries risks that are just as real as the

whether customers want it. The question

in, starting a charge, swinging through

costs of building.

is whether you’re ready to roll down the

the lane, and picking up a hot sandwich

window and join them.

C-STORE CONNECT MAGAZINE

61

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SMART SHELVES BIGGER BASKETS AI & PLANOGRAM OPTIMIZATION

66

C-STORE CONNECT MAGAZINE

Walk into almost any convenience store

the store just “gets them.” For conven-

and you’ll find yourself in front of shelves

ience stores competing on razor-thin

The basic idea is simple enough: AI tools

and cooler doors that look deceptively

margins, that kind of edge can matter as

crunch vast amounts of data — sales ve-

simple: rows of chips, stacks of candy,

much as any new product launch.

locity, daypart demand, weather patterns, even loyalty behavior — to suggest how

neatly lined bottles of soda, water, and energy drinks. But behind those rows

The timing makes sense. The industry is

shelves should be set. Instead of a static

is a quiet tug-of-war. Every inch of shelf

under pressure. Inside sales growth has

planogram that changes once a year,

space represents a battle between

slowed from pandemic highs, inflation

AI-driven layouts can evolve dynamically.

dozens of brands, categories, and

is reshaping how people spend, and

If energy drink sales spike every Friday

customer habits. Move a top seller one

competition from grocery pickup and

afternoon, the AI can tell you to expand

row higher, and sales might climb. Swap

facings right before the rush. If flavored

out a slow mover for something new,

water moves in July but dies in Novem-

and you might unlock a category trend

ber, the AI will recommend scaling back.

before the competitor across town does.

If customers in one neighborhood are

Planograms — the layouts that determine

trending toward plant-based snacks, the

where everything goes — are the unsung

AI will flag that before it becomes obvi-

backbone of retail strategy.

ous. The shelf stops being reactive and starts being predictive.

For years, they’ve been built on a combination of vendor influence, historical

But here’s the real-world tension: most

sales data, and the gut instincts of

independents don’t have teams of

experienced operators. It worked, but it

analysts or IT budgets that rival national

wasn’t perfect. Too often, shelves favored

chains. They’re running lean. They’re

whoever shouted loudest, whether or not

already stretched on labor, on time, and

that actually reflected what customers

on money. So the question isn’t whether

wanted. Smaller brands sometimes got

AI can optimize shelves — it’s whether it

lost in the shuffle. Seasonal items might

applied in a way that feels manageable, affordable, and practical”

can be applied in a way that feels man-

AI isn’t just creeping into the back office

QSR apps is pulling traffic. At the same

For the big players, the shift is already

for inventory management or loss pre-

time, customer expectations are rising.

well underway. Chains like 7-Eleven and

vention anymore. It’s making its way into

They don’t just want options — they want

Casey’s have invested in sophisticated

the shelf itself, offering data-driven in-

the right options, in the right place, right

merchandising systems that lean on

sights on exactly what should be placed

when they walk in. AI is being positioned

AI to test layouts and predict sales lift.

where, and in what quantities. The

as the tool that can make all of that hap-

They have entire departments devoted to

promise is powerful: higher sales, lower

pen. And the truth is, it’s not a tool for

tweaking facings and rolling out updates

waste, bigger baskets, and a smoother

the future anymore. It’s here, and opera-

across hundreds or thousands of stores.

experience for customers who feel like

tors both large and small are beginning

For independents, that can feel intimidat-

overstay their welcome. And in independents especially, planograms often came down to guesswork. But now, something new is entering the mix: artificial intelligence.

ageable, affordable, and practical. That’s where the conversation is headed now, and why the story of AI in planogram optimization is less about technology and more about accessibility.

to experiment with it.

C-STORE CONNECT MAGAZINE

67

ing, almost like AI is out of reach. But in

Beyond the numbers, there’s a customer

practice, the gap is narrowing. Tech ven-

experience story here. Shoppers rarely

There’s also a community angle worth

dors are beginning to offer scaled-down

articulate why one store feels easier to

considering. Independents often pride

versions of their tools, often bundled

shop than another, but often it comes

themselves on knowing their local market

with loyalty programs or POS systems.

down to layout. When bestsellers are in

better than anyone else. AI doesn’t

Instead of needing a six-figure software

obvious spots, when trending items are

replace that. It enhances it. A store in a

investment, an operator might be able to

given visibility, when shelves look full and

rural town might know that Friday nights

access AI-driven shelf recommendations

intentional, customers move faster and

are football nights, and snacks will fly off

for a monthly fee, baked into platforms

buy more. AI helps create that seamless

the shelves before kickoff. AI can confirm

they’re already using.

experience. It can spot that your younger

that pattern, show exactly which SKUs are moving fastest, and suggest how

That opens the door for experimentation.

much to stock. It’s not about replacing

Take the case of a three-store opera-

the gut instincts of seasoned operators

tor in Kentucky who started using an

— it’s about giving them sharper tools to

AI-powered merchandising tool last year.

act on what they already know.

He didn’t overhaul every shelf at once.

Instead, he focused on his beverage

Critics will point out that AI-driven

cooler, where he knew margins were

merchandising can risk homogeniza-

strong and competition was fiercest. The

tion, where every store ends up looking

AI recommended rebalancing facings

the same. That’s a fair concern. But in

— fewer slow-moving flavored waters,

practice, the best systems are local by

more of a trending energy drink, and a

design. They pull data from individual

repositioning of single-serve milks closer

stores, not just chains, and adjust rec-

to protein shakes. The results weren’t

ommendations accordingly. The trick for

explosive, but they were steady: a 7

operators is to use AI as a guide, not a

percent sales lift in that cooler over three

dictator. The goal is to balance data-driv-

months, paired with a noticeable reduc-

en insight with local personality. The

tion in expired product. For him, that was proof enough. Now he’s expanding the experiment to snacks.

The lesson from stories like his is that AI doesn’t need to be an all-or-nothing play.

the best systems are local by design”

store should still feel like *your* store, not just an algorithm’s output.

Looking forward, the possibilities are even bigger. As loyalty programs grow, AI will be able to personalize not just

demographic is buying plant-based jerky

shelves but entire customer experiences.

store, and build from there. Even modest

and suggest giving it prime placement. It

Imagine walking into a store where the

changes, when multiplied across hun-

can detect that customers in your area

cooler layout has been optimized around

dreds of transactions a week, add up.

buy more sports drinks in the afternoon

the buying habits of people like you, in

And in an industry where every dollar of

than in the morning, and push those bot-

your zip code, at this exact time of year.

margin counts, a few percentage points

tles forward in time for the rush. When a

Or think about AI predicting seasonal

of lift can be the difference between a

store feels like it’s anticipating customer

surges before they happen — suggesting

good quarter and a flat one.

needs, customers notice — even if they

extra hot chocolate facings in September

can’t explain why.

because it knows colder-than-average

It can start small, in one category or one

68

C-STORE CONNECT MAGAZINE

weather is coming. These aren’t far-

cus on service, food prep, or cleanliness.

alty is hard to earn and easy to lose, that

off science fiction scenarios. They’re

Managers who once agonized over which

invisible layer of intelligence becomes a

already being piloted in other parts of re-

SKUs to cut can make those decisions

competitive weapon.

tail, and they will inevitably trickle down

with confidence. Even customers benefit

to convenience.

on a personal level, because stores feel

As we close in on the end of 2025,

easier to navigate, more relevant, and

one thing is clear: smarter shelves are

The economics are compelling, too.

better stocked. AI doesn’t replace people

no longer optional. Customers expect

Waste reduction alone makes AI attrac-

— it empowers them. And in an industry

stores to feel intuitive. Operators need

tive. Spoilage on slow-moving items is

that often struggles with staffing, that

every edge to drive baskets higher. And

a hidden drain on profits, especially in

empowerment matters.

the tools to make that happen are more

categories like dairy, sandwiches, and

available than ever. Whether it’s a chain

fresh beverages. AI can flag underper-

with hundreds of sites or an independent

formers early and suggest swaps before

with one, the opportunity is the same:

losses pile up. On the flip side, stockouts

use data to anticipate, to optimize, and

hurt just as badly. Nothing frustrates a

to win.

customer more than walking in for their favorite drink and finding it gone. AI min-

AI will not replace the instincts of a

imizes that by tracking demand patterns

seasoned operator. It will not replace

more closely than humans can. Less

the relationships that independents build

waste, fewer stockouts, bigger baskets —

in their communities. But it will amplify

that’s the trifecta operators are chasing.

them. It will help operators put their best sellers front and center, reduce the pain

The challenge is education. Many op-

of waste, and create experiences that

erators still think of AI as a buzzword,

feel effortless for customers. In the end,

something better suited to Silicon Valley

that’s what convenience has always been

than a corner store. But the reality is that

about — making life easier, faster, and

AI is simply a tool — one that’s becoming

better stocked. AI just gives us a sharper

more accessible every month. Vendors and distributors have a role to play in demystifying it, showing operators how to start small, measure results, and grow from there. Industry associations can help too, offering training, case studies, and peer networks that make the leap

Customers expect stores to feel intuitive”

way to do it.

So the next time you walk down your own aisles or glance into your cooler doors, ask yourself: are these shelves as smart as they could be? Because in a world where every inch matters, the dif-

less daunting. The sooner operators

What excites many in the industry is how

ference between guessing and knowing

see AI not as a futuristic add-on but as

AI in shelving ties into the bigger trend of

could be the difference between a flat

a practical tool, the faster adoption will

“invisible convenience.” Customers don’t

year and a record-breaking one. And

spread.

see the algorithm behind the layout.

with AI now within reach, “knowing” isn’t

They just see that their store feels better

just for the big players anymore. It’s for

There’s also a human story to this. Staff

stocked, easier to shop, and more in

everyone willing to let the shelf itself get

who once spent hours setting shelves

tune with their needs. That’s what keeps

smarter — and the baskets, inevitably, get

based on vendor diagrams can now fo-

them coming back. In a world where loy-

bigger.

C-STORE CONNECT MAGAZINE

69

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7312355 Keystone Unit Dose Pot & Pan Sink Detergent Tablet 100ct • 1 tablet per 10gal hot water

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Boost sales by 68% or more with a BeatBox display!

Fruit Stand drives a +444% increase in monthly sales

Wooden Fruit Stand Display 25 Case Approximate Dimensions: 48 In x 23.5 in x 73.25 In

10 Case Eco Plastic - Mini Fruit Stand

10 Case Displays Drive +463% increase in monthly sales

Approximate Dimensions: 12 in by 18 in by 60 in 3,300 Soda Bottle Lids were recycled to make this display!

10 Case PVC Approximate Dimensions: 12 in by 18 in by 60 in

5 Case Displays Drive +68% increase in monthly sales

5 Case PVC Approximate dimensions: 10” (w) x 60.0” (h) x 12” (d)

5 Case Eco Plastic Approximate Dimensions: 10 in by 12 in by 60 in 1,400 Soda Bottle Lids were recycled to make this display!

Sources, VIP iDig & KARMA, through 12.31.24

Why BeatBox Sweet Heat Cinnamon?

LTO Launch Date: 10/15/25

RTDs goes hand in hand with cinnamon flavors

UNIT UPC

Sizes 26oz or less dominates cinnamon sales, accounting for 86% of sales

Cinnamon flavored single serves is a holiday favorite

VIP ID: 102001878

Purchased more by shoppers during the 2024 holiday season than any other flavor

Flamin’ Good. Dangerously Fun.

Each sip kicks off with a burst of warm cinnamon, layered with notes of sweet spice and a slow-building heat. The finish is smooth yet fiery, leaving just the right amount of warmth to keep you coming back for more.

Spicy & Sweet: this flavor takes your taste buds on an expedition.

11.1% ABV

100 Cals

4g

4g carbs

recyclable

recyclable

Non-Carbonated

Low sugar

BUILDING WITH BANQUET Leading Growth Among Gen Z & Domestic Beers C-Stores with the top 4 Banquet packs are beating the market by nearly 4 points on total prem reg sales