NOT ALL C- STORE TRIPS ARE CREATED EQUAL

General Mills Convenience & Foodservice research suggests shoppers use different c-store locations for different needs.

June 17, 2015

​MINNEAPOLIS, Minn. – The needs of convenience store shoppers vary depending on whether they are shopping in the city versus the suburbs, according to recent General Mills Convenience & Foodservice research. 

To help convenience store operators maximize success based on their geography, General Mills conducted an online nationwide survey of nearly 3,200 c-store shoppers (ages 18-64) in November 2014 to learn more about c-store usage and desired offerings among urban, suburban and rural c-store shoppers.

Key findings are:

• C-store shoppers are not tied to one specific location. On average they are visiting three different types of c-stores a month.
• 72% visit suburban c-store locations
• 68% visit urban residential (single family homes) c-store locations
• 53% visit urban business district c-store
• 52% visit urban residential (apartment) or small town/rural  c-stores
• When asked about their purchases and expectations of c-stores, consumers’ responses varied by geography:
• Suburban: An all-day stop for quick, small item picks.
• Rural: The on-the-go relief and refueling stop.
• Urban Residential (Single Family Homes): Quick stop when out and about for fun and the basics.
• Urban Business: Routine stop for easy meals/snacks during the workday.
• Urban Residential (Apartments): Pit stop while on-the-go for essentials and entertainment.

View an infographic of key findings (PDF).

“Not all trips to convenience stores are created equally. While there are more similarities than differences among c-store locations, understanding the nuances can drive profitability for the retailer and satisfaction for the shopper,” said Lindsey Shepherd, consumer insights researcher at General Mills Convenience & Foodservice.  “C-stores should leverage their locale to customize their assortment.”

To help c-stores make the most of their location, General Mills Convenience offers the following tips:

• Suburban and Urban Residential (Single Family Homes) C-Stores:focus on speedy service in an accessible environment.
• Rural C-Stores: drive shoppers inside the store with snack and beverage deals.
• Urban Business C-Stores: increase variety and customization of foodservice.
• Urban Residential (Apartments) C-Stores: prioritize healthier food and beverage offerings and services like video rentals.