A whopping 63% of customers eat in their car every day, according to a new survey from Cumberland Farms, which means c-stores have a prime opportunity to drive foodservice sales this Memorial Day when a record number of customers are expected to hit the road. Memorial Day car travel is expected to hit a 12-year high this year.
Ahead of Memorial Day, Cumberland Farms has announced the results of a survey asking Americans how clean they really keep their cars, and learned a lot about customer behavior.
The results showed that 34% of respondents only clean out their car once a season – and 27% only clean it out for other people, like when they’re going on a road trip with friends or family. The survey also asked participants about filling up with gas. While you might think people push it until the fuel indicator light comes on, 43% of respondents fill up as soon as they get down to a quarter of a tank for fear they’ll run out.
“With so many people hitting the road this weekend, we thought it would be fun to see how clean people really keep their cars – and if they allow their passengers to eat or drink while on the road,” said David Heilbronner, director of brand strategy and advertising at Cumberland Farms. “We also asked people about their fuel purchasing habits. We understand that value is really important to them, so we’d encourage anyone who doesn’t use SmartPay yet to download the app to their phone or pick up a card in-store. Either way customers can save 10 cents on every gallon of gas purchased this weekend – and throughout the year.”
Cumberland Farms’ Memorial Day Car Travel survey revealed the following:
– 34% of respondents only clean out their car once a season – usually to clear out stuff like ice scrapers after the winter – or beach chairs and sand at the end of summer.
– Even more surprising – 27% of respondents only clean out their car for other people, like when they’re going on a road trip with family or friends.
– 63% of respondents said they eat in the car every day – like breakfast on the way to work – because time is money!
– People are actually much better about keeping the exterior of their car clear than the inside. 40% of respondents wash their car around once a month, while only 24% leave it up to the rain to give their ride a fresh gleam.
When asked about fueling up on the road, most people are afraid of running on empty! 43% of respondents fill up as soon as they get down to a quarter of a tank. But, people are also very cost-conscious at the pump. Nearly 60% of respondents admit they are “guilty as charged” and have filled up with a lower grade than recommended for their car in order to save on cash.
Cumberland Farms has a network of nearly 600 convenience stores across eight states.