The 7:45 a.m. Test

You’re in line at a c-store. The $2 muffin will get you out the door cheaply, but that $5 made-to-order breakfast sandwich looks (and smells) delicious. In that moment you’re weighing price vs. value – cost on one side and perceived quality and overall satisfaction on the other.

Price can be door-opener, but value is what decides the size of the basket and determines repeat visits. 

The Value Equation Has Shifted:

Price is a growing concern to consumers looking for food-away-from home options - and helping inspire convenience store foodservice visits:

• Consumers are searching for less expensive dining options. The July 2025 U.S. CPI shows food-away-from-home up +3.9% year-over-year, with limited-service meals up +3.3% - fueling dining out trade-offs toward lower-ticket, high-utility occasions that convenience stores can capture
• C-store foodservice growth is currently outpacing QSR: According to Technomic, c-store foodservice growth is projected to outpace QSR fast food growth in 2025 by 5.7% vs 4.7% as shoppers seek better bang-for-their-buck without sacrificing speed.

However, value is more than just price. True value is the intersection of product cost and perceived quality, which takes into consideration things like freshness, eating satisfaction, speed of service and uniqueness of experience. 

"Convenience stores that are able to successfully convey value will win in foodservice. "

Subtle Cues that Signal Value



Small, intentional details can transform a quick stop into a memorable foodservice experience, making customers feel they’re getting more than they paid for.

• Menus that make choices easy. “Good/Better/Best” options and simple bundle pricing remove mental math and make value feel obvious.
• Freshness on full display. Stocked hot cases, visible prep areas and clear hold-time labels instantly communicate quality worth paying for.
• Items that feel special. Bold LTOs and exclusive offerings add a sense of indulgence and variety without a premium price tag. 
• Personalized promotions. Loyalty programs can be leveraged to deliver promotions and bundles that satisfy a customers’ unique needs. 
• Fast service that feels effortless. Grab-and-go packaging and self-serve kiosks cut wait times - showing customers you value their time
• One-stop solutions that save trips. Pairing meals with fuel, drinks, snacks, and essentials adds utility QSRs can’t match. 
  

Five Ways to Win in Both Value and Convenience

1) Build a menu value ladder

• Anchor: one compelling $4–$6 hero (e.g., breakfast burrito)
• Bundle: coffee + hero at a round number; lunch trio (entrée + side + beverage)
• Trade-up: $0.99 add-ons that don’t slow service
• Bonus: Display price cards that compare “you vs. QSR” (e.g., “Our chicken sandwich ≈ half the price of QSR average”)

2) Make quality visible in 3 seconds

• Add front-facing labels to packaging: identify protein grams, include “made-today” time stamps and “made with” language (e.g., “made with Wisconsin Cheddar")
• Include transparent food display cases and open-kitchen lines to show freshness in motion
• Think about the customer experience from the moment they arrive on property: consumers want to buy food in clean, well-organized, brightly lit stores 

3) Create signature items customers can’t get elsewhere

• Create a hero item that defines your foodservice identity
• Incorporate local flavors or seasonal twists for exclusivity
• Mine loyalty program data for unique new product and meal bundling ideas based on purchase behavior and customer demographic data

4) Reward loyalty that shapes baskets and purchase timing

• Drive traffic during key dayparts or slower times of the day with rewards (e.g., earn 2x points before 7 a.m. or after 7 p.m.)
• Recognize visit streaks and recent sales with targeted, personalized promotions that include foodservice and convenience item bundles

5) Kill friction everywhere

• Create self-serve/contactless payment lanes 
• Promote timely order-ahead via app (early a.m. or just before commute home)
• Deliver orders to the pump for ultimate in & out convenience 
  

The Bottom Line

Convenience stores may earn the first visit on price, but it’s consistent, visible value that keeps customers coming back. By pairing competitive prices with quality, freshness, and a unique, frictionless experience, convenience stores can transform foodservice from a quick stop into a preferred dining destination that wins not just the 7:45 a.m. decision, but the whole week.