For decades, convenience stores were built for speed: get in, grab a soda or a snack, and get back on the road. But those expectations are changing rapidly. Today’s consumer doesn’t just want speed—they want quality, freshness, and an experience that mirrors their favorite fast-casual or QSR. And increasingly, they’re finding it at the local c-store.
The growing influence of foodservice within the convenience category isn’t just a passing trend—it’s become the biggest growth driver across the board, influencing trip frequency, basket size, and margin. As this shift continues, the smartest c-stores aren’t just stocking better products—they’re designing spaces that put food front and center, visually and experientially.
At BDL Partners, we’ve seen firsthand how c-store leaders are blurring the lines between fuel stops and full-service dining experiences. Here’s how forward-thinking brands are using design as a competitive advantage to turn food into their most powerful growth lever.
The Rise of Food as a Strategic Differentiator
In today’s competitive landscape, food is no longer an afterthought for convenience retailers—it’s a core pillar of growth. According to NACS, foodservice accounts for more than 28.7% of in-store sales at top-performing c-stores, with significantly higher margins than traditional packaged goods or fuel.
This shift isn’t surprising. Consumers—especially younger and urban shoppers—are looking for accessible, affordable, and high-quality meal options that don’t require the formality or price point of sit-down dining. In many markets, c-stores are outpacing QSRs on convenience and variety. But to truly compete, the environment must match the offering.
Designing for Appetite: The Role of Visual Cues
Design plays a critical role in how consumers perceive food quality. Clean lines, natural materials, and warm lighting all contribute to the impression that food is fresh, thoughtfully prepared, and trustworthy.
C-stores like Wawa and Hy-Vee Fast & Fresh understand this well. Wawa, once synonymous with gas stations, is now known as a go-to for made-to-order hoagies and breakfast sandwiches. They’ve invested heavily in design features like open prep areas, high-contrast menu boards, and modern material palettes that reinforce food as the hero.
Similarly, Hy-Vee Fast & Fresh leverages grocery-forward design principles—using wider aisles, open refrigeration cases, and produce displays that mirror premium markets. Customers aren’t just browsing snacks; they’re shopping for dinner.
Kitchen Visibility and the Theater of Freshness
One of the most effective ways to elevate food credibility is through kitchen visibility. When customers can see ingredients being chopped, sandwiches being built, or pizzas coming out of the oven, it reinforces both quality and transparency.
Brands like Casey’s General Store have leaned into this approach. Known for its pizza program, Casey’s now showcases open kitchens where dough is tossed, toppings are layered, and ovens glow—turning what was once back-of-house into a strategic asset.
This “theater of freshness” doesn’t just enhance the customer experience—it builds trust. Shoppers are more likely to try something new or splurge on a combo meal when they can see and smell it being made. And for stores looking to grow basket size, those multi-sensory cues are priceless.
Food Zones vs. Fuel Zones: Rethinking the Store Layout
Traditionally, the center of a c-store was dominated by beverage coolers and packaged snacks. But as food becomes the main attraction, store layouts are evolving.
Designing dedicated food zones—complete with dine-in counters, microwaves, utensil stations, or even grab-and-go fridges—helps separate the foodservice experience from the more transactional parts of the store. These zones signal that customers are welcome to linger, browse, and even eat onsite—a major departure from the “in-and-out” design of the past.
We’re also seeing design elements from QSRs making their way into c-stores: digital menu boards, mobile pickup shelves, and order-ahead kiosks are now common features at the most progressive stores. These not only modernize the experience but also help drive throughput during peak hours.
The New Front Door: First Impressions Matter
It’s not just what’s inside the store that matters—the exterior architecture and entry experience play a key role in setting expectations.
Today’s food-forward c-stores often use:
Large glass windows to showcase interior activity
Prominent signage that highlights food offerings (not just fuel prices)
Canopies or architectural shading elements that give the location a café-like presence
Landscaping and seating to invite people to stay longer
This is where design truly becomes a tool of perception. A store that looks like a QSR is more likely to be treated like one, drawing in customers who might not have considered a c-store for lunch or dinner otherwise.
The Strategic Takeaway: Design Drives Behavior
In an era where time is short, expectations are high, and quality is non-negotiable, c-stores have a rare opportunity: to redefine their role from pit stop to preferred food destination.
At BDL Partners, we believe this transformation starts with design thinking—how the space flows, how the product is presented, and how customers feel while they’re there. Elevated food offerings won’t drive growth unless the environment supports them. But when design and food strategy align, c-stores can unlock massive gains in trip frequency, basket size, and long-term loyalty.
The c-store of the future isn’t just convenient—it’s craveable. And it’s being built today, one fresh sandwich and smart layout at a time.
Want to reimagine your store for a food-first future? Let’s talk.