By Amanda Baltazar

According to research from Vroom, a Miami-based company that helps c-stores build out their delivery programs, the average delivery order is $44, or around five times higher than the in-store check average.

“Because most retailers on Vroom offer the same prices online as they do in store, their customers feel comfortable placing larger orders. This also lessens the impact of the delivery fee,” said John Nelson, CEO and founder.

In a 2020 Vroom poll, 81% of delivery customers said they would not have driven to the store instead if delivery was not available, said Nelson.

What’s Popular for Delivery?

Pizza is the most popular foodservice item for delivery from convenience stores “by a pretty wide margin,” said Nelson, noting there wasn’t much difference between proprietary programs and QSR providers. Other popular prepared foods are chicken (fried, tenders, sandwiches) and subs.

Regional specialties do really well—“something that’s hyper local that might not work elsewhere,” Nelson pointed out. This includes items like paczki (filled Polish doughnuts) in Michigan, Mexican food in Texas, or brisket in Louisiana. Carrying these items can also differentiate smaller stores from competitors.

“The convenience stores who are doing a good job with dinner are making food that no one else does and people are choosing it over a QSR brand—it’s fresh, it’s local and for the quality it comes at a good price point,” said Nelson.

Beverages are popular items to order along with prepared foods, Nelson said, noting that “the percentage of baskets that have a drink in them is very high.” Fountain drinks are more popular in delivery or pickup orders than bottled versions because “it’s such better value for money,” he added.

First-Party Versus Third-Party Delivery

Customers often add CPG items to a pickup or delivery order, sometimes to meet the minimums for delivery. Alcohol and tobacco are popular in first-party delivery orders, but tobacco isn’t allowed on third-party platforms, “which is partially why it’s so high on first-party orders,” Nelson pointed out.

Timing is different too. First-party delivery orders tend to peak around traditional mealtimes since they typically contain prepared foods. The evening rush peaks a little earlier since consumers like to place their order before they head home to pick up on the way.

Third-party deliveries are steadier throughout the day because they focus less on foodservice. They’re also stronger in the late evening when other options are less available. Snacks and drinks, in fact, constitute 60% of baskets by value for third-party delivery, said Nelson.

Pay Attention to Packaging

Some retailers have insulated food lockers or keep foods refrigerated until the last minute. Paper bags tend to keep foods in better condition than plastic, Nelson said, retaining temperature and keeping things upright, especially with cup holders in the base of the bag.

Also, a little common sense goes a long way, he said. Hot and cold foods should be placed in different bags, and stickers over the straw holes in fountain drinks can prevent leaks. “There are a lot of little things you can do,” explained Nelson. “It just takes a bit of thought.”

Encouraging Sales

Some stores like to encourage extra sales at checkout—offering a drink to pair with the food order, for example. Others prefer to suggest upgrades to the existing order—such as adding cheese to a burger or fries for $1 more.

Between 15% and 20% of people add items when they go through the checkout process, Nelson pointed out.

It’s also a good idea to offer limited time promo codes through a loyalty program, Nelson said, and make sure any promotions you’re offering in the store are mirrored online, such as ‘buy two pizzas, get one free,’ he explained. “You want to make sure they have all that availability so the customer doesn’t feel there’s a negative reason to ordering online.”