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Convenience Store Foodservice Trends in the U.S.
September 1, 2011
Packaged Facts’ Convenience Store Foodservice Trends in the U.S. estimates that
convenience store foodservice sales grew 5.6% in 2010, and we forecast sales to rise
by 5.8% in 2011 and 5.3% in 2012, on the heels of aggressive foodservice platform
build outs and increased convenience store foodservice patronage. In the process,
foodservice is transforming the convenience store user experience, forcing players to
improve their platforms or get left behind.
Convenience Store Foodservice Trends in the U.S. helps industry participants
understand and leverage key trends shaping category growth, including:
Analysis of convenience store users’ intended and actual purchases (by product
category), to help participants develop trip consolidation strategies that increase
guest traffic and leverage sales of other merchandise.
Analysis of intended and actual foodservice purchases, to help participants
leverage foodservice platforms as part of their trip consolidation strategies.
Convenience store foodservice sales growth trends, by foodservice category
(prepared foods, hot dispensed beverages, cold dispensed beverages, and
frozen beverages), to help foodservice suppliers and operators develop menu
items on trend.
Prepared foods retail segment cross-usage analysis, to assess the degree of
prepared foods competition among conveniences stores, grocery
store/supermarket and fast food/QSR players and help position opportunity.
Guest traffic analysis for the foodservice industry by segment; convenience
stores, and convenience store foodservice, to identify opportunity among key
demographic groups.
“Quick Bite” food health attribute analysis, to develop on-the-go meal solutions
and snacks in accordance with consumer health preferences.
Convenience store foodservice purchase considerations, to develop and position
menu items and craft marketing messages in accordance with consumer
purchase rationales.
Competitive foodservice analysis of five leading convenience store foodservice
programs, to learn how these leading players are developing and adapting their
foodservice platforms. Foodservice strategies, foodservice sales growth, menu
analysis, and consumer usage demographics are included.

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TABLE OF CONTENTS
Chapter 1: Executive Summary
Introduction
Scope and Methodology
Scope
Methodology
Consumer survey methodology
Market size and forecast
Definitions
2: Share of Stomach: Convenience Store Foodservice Market Size and Forecast
Insight Capsule
Fast Facts
3: Product Mix and Competitive Foodservice Rationales
Insight Capsule
Fast Facts
4: Laying a Healthful Foundation
Insight Capsule
5: Guest Traffic Analysis
Insight Capsule
Fast Facts
6: The Consumer: “Quick Bite” Food Health Attributes
Insight Capsule
7: The Consumer: Convenience Store Foodservice Purchase Considerations
Insight Capsule
8: Purchase Intention v. Actual Purchase: The Foodservice Connection
Insight Capsule
9: Convenience Store Chains: Competitive Foodservice Analysis
Chapter 2: Share of Stomach: Convenience Store Foodservice Market Size and
Forecast
Introduction
Foodservice is transforming the convenience store user experience
Margins are too good to pass up

4. Graph 2-1: Convenience Store Sales & Margins: Top Five In-Store Categories,
2009
Convenience stores wave foodservice carrot with trip consolidation stick
Segmentation structure
Employment trends suggest growth in convenience store-gas station hybrids
Table 2-1: Employment Trends, Convenience Stores and Gas Stations, 2006-11
Packaged Facts convenience store foodservice market size
2011 momentum
Graph 2-2: Convenience Store Foodservice Sales, 2006-13
Foodservice category and food type sales
60% of foodservice sales generated by prepared foods
Prepared food
Graph 2-3: Prepared Food Sales, By Menu Category
Coffee worth $5 billion?
Graph 2-4: Hot Dispensed Beverages, By Menu Category
Cold dispensed beverages
Graph 2-5: Cold Dispensed Beverages, By Menu Category
Daypart sales analysis
Graph 2-6: Convenience Store Foodservice Sales, by Daypart
Chapter 3: Product Mix and Competitive Foodservice Rationales
Introduction
Overview
Helping consumers make more efficient use of their time
Three minutes and counting
Against the backdrop of limited leisure time
Time-pressed women present convenience store foodservice opportunity
Table 3-1: Time Spent in Leisure & Sports Activity, 2006-10
Placing time in demographic perspective
It’s all downhill after 18
Have job, but no time
Harried parents need help
Table 3-2: Time Spent in Leisure & Sports Activity, Key Convenience Store
Users, 2010
Smokes on the ropes
Table 3-3: Prevalence of cigarette smoking among U.S. adults aged 18 years
and over, 2000-09
Get off the gasoline yo-yo
Graph 3-1: Motor Fuel Consumption, Pricing, and Revenue, 2004-10
Competition from supermarkets and grocery stores
Cross-channel usage is common
Table 3-4: Convenience Store Prepared Foods Use & Mean Use Among Grocery
Store Prepared
Foods Users
Table 3-5: Grocery Store Prepared Foods Use & Mean Use Among Convenience
Store Prepared
Foods Users

5. Competition from restaurants
Table 3-6: C-Store Usage Frequency Analysis, Key C-Store User Groups
Table 3-7: Fast Food Usage Frequency Analysis, Key C-Store User Groups
Table 3-8: Fast Food Brand Usage, Key C-Store User Groups
If you can‟t beat „em, join em
Or build your own restaurant brand
Or build your foodservice platform
Speedway ratchets up prepared foods program
Menu expansion
Chapter 4: Laying a Healthful Foundation
Introduction
Overview
Health conundrum: do as I say, not say as I do
Health not a top-of-mind purchase rationale
Healthful connotations
Targeting the base
More produce produces results
Portability, meet health; health, meet portability
Packaging innovation helps drive growth
Fresh is the word: “Program Fresh”
Fresh program philosophy
A trip consolidation strategy
Table 4-1: The Pantry, Inc.: Fresh Program Highlights, 2011
Enhancing quality
Coffee: ubiquitous and a foodservice growth lever
Convenience Store Foodservice Trends in the U.S. Table of Contents
September 2011 iii
Fiercely competitive
Generating coffee loyalty
Chapter 5: Guest Traffic Analysis
Introduction
Overview
QSR foodservice footprint dwarfs convenience store foodservice footprint
Upside potential
Graph 5-1: Foodservice Usage, by Restaurant Type and Daypart, 2011
Foodservice usage, by foodservice establishment type
Fast food and convenience store foodservice share youth appeal
Usage among 55+s plummets
Table 5-1: Foodservice in Past Month, by Foodservice Outlet: Gender, Age & HH
Income
Convenience store foodservice usage varies by race/ethnicity
More of an urban phenomenon
Table 5-2: Foodservice in Past Month, by Foodservice Outlet: Race/Ethnicity,
Region & Population
Density
Foodservice usage, by daypart

6. Lunch and dinner exhibit widest usage
Target female snackers
Table 5-3: Foodservice in Past Month, by Daypart: Gender, Age & HH Income
Hispanics a breakfast opportunity?
Urban versus rural
Table 5-4: Foodservice in Past Month, by Daypart: Race/Ethnicity, Region &
Population Density
Convenience store usage
Overview
Enviable traffic trends
Trip consolidation strategies have strong potential
Graph 5-2: Convenience Store Use: Population Assessment, by Usage
Frequency, 2011
No gender equality here
Graph 5-3: Convenience Store Use: Population Assessment, by Usage
Frequency, Gender, 2011
But such potential!
Incentivizing older consumers a different story
Graph 5-4: Convenience Store Use: Population Assessment, by Usage
Frequency, Age, 2011
Working America: convenience store fans
A locational nexus between work and c-store purchasing
Table 5-5: Location Prior to Convenience Store Purchase, Work Relationship,
2010
And limited leisure time
Table 5-6: Time Spent in Leisure & Sports Activity, Key Convenience Store
Users, 2010
Graph 5-5: Convenience Store Use: Population Assessment, by Usage
Frequency Employed People
in HH, 2011,
Drilling into convenience store foodservice usage & mean use
Let them eat snacks
Wooing women
Table 5-7: C-store Foodservice Use & Mean Use, by Daypart: Gender & Age
Racial/ethnic groups exhibit varied usage
Urban appeal
Table 5-8: C-store Foodservice Use & Mean Use, by Daypart: Race/Ethnicity &
Population
Density
Convenience store foodservice users: mean usage trends
Female users close frequency gap
HH income not a strong determinant
Table 5-9: C-store Foodservice Use & Mean Use, by Daypart: Gender,
Generation & HH Income
Chapter 6: The Consumer: “Quick Bite” Food Health Attributes
Introduction

7. Overview: Food health attributes that determine choice of a “quick bite”
A guide with many uses
And the survey says
Graph 6-1: Food Health Attributes, Degree of Importance When Getting a Quick
Bite
Food health attributes: gender analysis
Graph 6-2: Food Health Attributes, Degree of Importance When Getting a Quick
Bite, Gender
Salt, fat and trans fat, oh my!
Graph 6-3: Food Attributes, Degree of Importance When Getting a Quick Bite,
Gender II
Catering to food education and food portioning
Graph 6-4: Food Health Attributes, Degree of Importance When Getting a Quick
Bite, Age
Complementing the menu
Graph 6-5: Food Attributes, Degree of Importance When Getting a Quick Bite,
Age II
Chapter 7: The Consumer: Convenience Store Foodservice Purchase
Considerations
Introduction
Convenience stores live up to their name
Product differentiation an issue
Graph 7-1: Convenience Store Foodservice Purchase Considerations
Satisfying hunger
Graph 7-2: C-Store Foodservice Purchase Considerations, Hunger: Gender &
Generation
Competitive leverage: Purchase non-food items along with foodservice ones
Graph 7-3: C-Store Foodservice Purchase Considerations, Non-Food: Gender &
Generation
Chapter 8: Purchase Intention v. Actual Purchase: The Foodservice Connection
Introduction
Intention versus action: An overview
And the survey says!
Purchase intention
Purchase result
Graph 8-1: Purchase Intention v. Actual Purchase, by Product Type
Problems closing the deal?
Graph 8-2: C-Store Prepared Food Purchase Intention v. Actual Purchase
I went to get prepared food, but I got . . .
Table 8-1: C-Store—Foodservice Intention: Products Purchased; Foodservice
Purchased: Product
Purchase Intention
Chapter 9: Foodservice Operations of Leading Companies and Brands
Introduction
Top 5 convenience store brands

8. Table 9-1: Top 5 Convenience Store Chains: Foot Traffic Analysis, by Gender &
Age
Second 5 convenience store brands
Table 9-2: Second 5 Convenience Store Chains: Foot Traffic Analysis, by
Gender & Age
7Eleven, Inc.
Strategic direction
Aggressive expansion
Private label to differentiate and drive margins
Going Digital to connect and promote
Food & foodservice strategy
Aggressive food sales growth target
“We want our food to be better than restaurant quality”
Remodeling to emphasize prepared foods and beverages
Retrofitting coffee to court Millennials
Ramping up fresh produce to differentiate
New menu introductions
Table 9-3: 7-Eleven, On the Menu, 2011
7-Eleven Consumer Universe
A more urban footprint; key convenience store user groups accounted for
Table 9-4: 7-Eleven Consumer Demographic Profile, 2011
7-Eleven by the numbers
Merchandise sales share: fresh foods ring up $1.6 billion
Table 9-5: 7-Eleven Inc., Sales by Product Category, 2011
U.S. existing same-store sales rise modestly
Table 9-6: 7-Eleven Inc., Selected Metrics, 2008-2011
Sheetz
Not just a convenience store, but a convenience restaurant
Food first; convenience products second
Sheetz Bros. Kitchen
Sheetz Bros. Coffeez
Sheetz Bros. Creamery
Sheetza Pizza: round 4
Produce aplenty
Sheetz menu analysis
Table 9-7: Sheetz, On the Menu, 2011
Sheetz by the numbers
Table 9-8: Sheetz, Selected Metrics, 2010
Wawa
Aggressive expansion planned for 2011
Fresh food, home meal replacement, and own-branded flair
Coffee is the foodservice foundation—goes thermal
Wawa Consumer Universe
Table 9-9: Wawa Consumer Demographic Profile, 2011
Wawa by the numbers
Casey‟s General Stores, Inc.

9. Takeover tug-of-war
Growth and acquisitions
Products offered
Prepared foods growth
Prepared food growth reflects strategy to promote high-margin products
New store format makes room for foodservice
Current momentum
Casey’s store menu
Casey’s by the numbers
Foodservice sales growth outstrips merchandise sales growth
Table 9-10: Casey’s by the numbers
Alimentation CoucheTard
Inc.
Growth and acquisition strategy
Notable acquisitions
Foodservice strategy
Circle K Consumer Universe
Table 9-11: Circle K Consumer Demographic Profile, 2011
Couche Tard by the numbers
Table 9-12: Couche Tard by the numbers
QuikTrip Corporation
Placing foodservice front and center: new store format analysis
Food enhancements
Beverage enhancements
A food-centric experience
QuikTrip Consumer Universe
Table 9-13: Quick Trip Consumer Demographic Profile, 2011
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