Study: Store design key to attracting C-store shoppers

Store design plays a crucial role in attracting customers and driving foodservice sales in convenience stores.



That’s according to the new study, Food-Forward C-store Design, which comes as more convenience retailers are pursuing foodservice as a growth opportunity.



The report, from foodservice research and consulting firm Technomic and retail branding and design agency Chute Gerdeman, was undertaken to understand how evolving consumer demands and preferences for prepared foods and beverages can be met through convenience store design, décor, and layout.



“Foodservice is now a strategic priority for the majority of convenience retailers, and the competitive landscape requires them to raise the bar on store design to increase consumer appeal," said Donna Hood Crecca, associate principal at Technomic.



The interactive survey of 1,000 consumers revealed insights about the role of store layout and design elements in the success of convenience foodservice programs. Key takeaways include:



• An updated, elevated store ambience is vital to foodservice sales as it sends a message about the commitment to foodservice and conveys cleanliness and quality.



• Ease of navigation is prioritized, and clearly delineated foodservice preparation, display and dining areas heighten the appeal of the offering.



• Consumers value foodservice quality and freshness cues in convenience stores. Whether at made-to-order stations, in grab-and-go cases or on hot/cold food bars, consumers want to see the prepared foods offered and appreciate other visual elements that supporting the quality and freshness of the offerings.