Survey: Nearly 80% of travelers would drive farther for preferred convenience store
Summer road trips mean stops at convenience stores and gas stations, and Americans are opening to paying and driving more for their preferred stores and products.
According to a new survey from Vontier, nearly two-thirds (61%) of respondents say they have a favorite convenience store, and nearly 80% are willing to drive out of their way to visit their preferred store, even if it means passing other options. Almost half would be willing to delay a restroom break to ensure they could shop at their preferred store, and 43% said they would risk driving on empty to get to their preferred store.
Consumers are willing to pay more for items on road trips as well. Almost 60% of all respondents would be happy to pay a markup on convenience store products if it meant making only one stop. On average, American consumers are open to a 10-11% price increase for items like made-to-order meals and snacks, and as much as a 9% increase for household essentials if it meant cutting out multiple stops on their journey.
When searching for meal options on their route, more than six-in-10 (62%) respondents said they have gone to a convenience store specifically for food and one-third said they go to convenience stores for hot, fresh restaurant-style food. Nearly half of respondents (47%) said they have chosen convenience store food over other nearby options.
Convenience stores are not only thought of as appealing dining destinations, but many have also incorporated new technologies and services to drive productivity and meet consumer demands. Sixty-two percent of respondents said they value mobile ordering during the purchasing process, and 73% said they appreciate it when a convenience store offers additional services such as car washes. Nearly half of Americans wish there was at least one electric vehicle charging station at every single convenience store.
"The landscape of convenience stores is undergoing a significant transformation," says Mark Morelli, president and CEO at Vontier. "Our research underscores the growing consumer demand for convenience and efficiency like mobile ordering in their day-to-day lives. New technologies and services are raising the bar on the convenience store experience, making it more than a stop on the journey but a destination in itself for everything from an amazing meal and a car wash to EV charging.”