BRUNSWICK, Ohio – Fresh fruit slices greet customers who walk into the Giant Eagle’s GetGo Café + Market. A surcharge-free ATM beckons from one corner, while in the other, a seating area next to ordering kiosks provides a place to enjoy the made-to-order meals, Cleveland.com reports.

The 6,000 square-foot GetGo Café + Market is the future for GetGo, which is opening new builds as Café + Markets and converting current GetGos into the new concept. “We like to say we're taking the 'con' from 'convenience,’” said Polly Flinn, Giant Eagle senior vice president and general manager. “You don't have to sacrifice time for quality. This is about saving people time. In the past you would have to compromise—that microwave sandwich.”

A decade ago, the convenience store customer base was mostly male, but today, about half of the customers are female. The 18- to 34-year-old demographic is now 20% to 25% of c-store shoppers, Flinn said. Millennials enjoy buying food from a variety of places, including convenience stores.

“Market is a word that is increasingly being used in our industry as stores evolve from mini marts with largely packaged items to a place where you can get much more fresh and prepared foods,” said Jeff Lenard, NACS vice president of strategic industry initiatives.

For Giant Eagle’s GetGo, that has meant a reboot of the brand. “It's how the industry has evolved,” she said. “In the past, the shopping experience was singular—the butcher, the baker. A gas station was for oil change and gas. But people's lives are changing.” And with foodservice offering better profit margins than gasoline, convenience stores are stepping up to the plate with fresh, innovative menus.