Most frequent C-store visitors motivated by identity and familiarity, not price
The most frequent convenience store visitors are motivated by human connection and cultural identity, not just price.
That’s according to a survey by global industrial technology company Vontier, which suggests that for the convenience store industy’s most frequent visitors, loyalty looks less like economics and more like familiarity. While casual drivers still shop transactionally, the 24% who stop multiple times a week — the “super-users” who drive disproportionate revenue — are loyal for reasons that have nothing or little to do with discounts.
The survey revealed that the most frequent shoppers return because the store feels familiar, safe and part of their daily rhythm. In their world, the convenience store is not a pit stop — it is a place that feels like theirs, according to Vontier.
“If you want a customer to visit once a month, talk to their wallet,” said Andy Bennett, group president of convenience retail at Vontier. “If you want them to visit every day, you have to talk to their heart. Our research shows that the most frequent visitors are not chasing a cents-off coupon; they crave the feeling of community. At Vontier, we believe the role of technology is to streamline the transaction, so the retailer can elevate the relationship.”
The findings point to a shift in the American psyche: The more often someone visits, the less price may matter, the survey said. Several forces are accelerating this shift:
•Friendly service over rewards: Frequent visitors value being known more than being discounted. For them, loyalty is social, not mathematical. It is the nod from the cashier, the predictable rhythm of the stop and the feeling that this is their store.
•Safety and predictability: 67% of drivers prioritize well-lit, reliable sites, which elevates the convenience store into a third place – the space between home and work where people feel grounded and welcome. When a store consistently feels right, it becomes part of a person’s daily orbit.
•Food as culture: With 64% of millennials and 67% of Gen Z stopping specifically for food and beverage, the forecourt is shifting from a commodity stop to a cultural hub. Food choices signal identity, taste and belonging, and younger drivers treat the convenience store as a place to express that. It is not just fuel; it is flavor, routine and micro-community.
•The car wash as a lifestyle habit: For younger drivers, a clean car is a point of pride and a vital part of their weekly routine. Millennials and Gen Z are 50% more likely than boomers to visit a convenience location specifically for a car wash. Furthermore, nearly 40% of Gen Z drivers say they would use a car wash more often if it were bundled into a loyalty reward or subscription plan, transforming a standard chore into a seamless, automated lifestyle perk.
•EV dwell time: Across multiple independent studies, a clear majority of EV drivers choose charging locations based on experience factors such as safety, lighting, amenities, and overall site quality. This means charging time becomes cultural time – a moment to engage, browse, eat or simply exist in a place that feels familiar.
