C-store design crucial in driving foodservice sales, says study

Store design can give competitive advantage as more convenience stores have seen foodservice as growth opportunity.

According to the recently-released study ‘Food-Forward C-store Design’, which was conducted by foodservice research and consulting firm Technomic and retail branding and design agency Chute Gerdeman, store design plays an important role in attracting customers and keeping them coming back.

The interactive survey of 1,000 consumers revealed key findings about the role of layout and design in the success of convenience foodservice programs:

An updated, elevated store ambience is vital to foodservice sales as it sends a message about the commitment to foodservice and conveys cleanliness and quality.
Ease of navigation is prioritized, and clearly delineated foodservice preparation, display and dining areas heighten the appeal of the offering.
Consumers value foodservice quality and freshness cues in convenience stores. Whether at made-to-order stations, in grab-and-go cases or on hot/cold food bars, consumers want to see the prepared foods offered and appreciate other visual elements that supporting the quality and freshness of the offerings.

“The environment and experience are key to building brand loyalty and we sought to understand how changing values and behaviors influence how consumers want to engage and interact with the convenience store and dining moving forward,” said Lynn Rosenbaum, Vice President, Brand Environments at Chute Gerdeman.