Chris Costagli, vice president and food insights lead at NIQ, offered his insights to attendees at the 2025 NACS State of the Industry Summit in Dallas yesterday.  

With tariffs in the news and the possibility of increased costs, value remains top of mind for consumers. When responding to the prompt “It’s more important now that my food is …” 46% of people said “good value,” compared to 33% citing “high quality” and 31% citing “healthy.” Also noteworthy: 23% of people responded “comforting,” a good reminder to keep the emotional resonance of your foodservice offer in mind.  

Important context for all foodservice operators is the financial pinch many consumers are feeling. “The economic divide in the United States really is widening,” Costagli said. Almost two-thirds (64%) of people are “looking for ways to augment their income, looking for a side hustle.” Almost a third (28%) say they are “looking to debt to just afford the lifestyle that they’re used to.”  

To entice stressed-out shoppers to eat at your c-store, think about value and how you can shape the messaging around your foodservice offer. It’s not just about a low price. Value means “a good deal” for 41% of people, according to research Costagli shared, “good quality” for 36% of people and “something worth it’s cost” for 35%.  

The consumer should perceive price and value as equal, or even better: “we want the consumer to perceive the value that we deliver to far outweigh the price they pay,” said Costagli. 

Here are other characteristics operators should consider in their foodservice programs: 

• Memories and associations—nostalgia, which continues to entice shoppers. 

• Trustworthiness—food tastes better when you feel great about the provider. 

• Convenience—of course c-stores are convenient, but can you create messaging around this attribute? 

• Health benefits—while not top of mind for all consumers, 39% of consumers say they’re looking for healthier food. Tout nutritional aspects of your food such as protein content. 

Variety is also top of mind for consumers according to NIQ research. “We know that consumers put a lot of focus and expectation on having a wide amount of foods to choose from when they go to a restaurant,” Costagli said. A full 80% of QSR shoppers said it’s very important to see limited time offers on the menu, especially for main courses.   

 “We [also] need to drive awareness,” Costagli said. Only 18% of people completely agree that c-stores are just as capable of offering fresh, quality prepared food as fast-food restaurants. 

There is a need for a paradigm change, he said: “We don’t sell to consumers anymore. We support consumers … we support the need you have to have a moment of joy.”  

Look for much more on the 2025 NACS State of the Industry Summit in the June issue of NACS Magazine.