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.

Learn more about the General Mills Convenience team’s research and consumer insights.