Convenience stores are no longer just a quick stop for gas and snacks—they’re becoming a real contender in the quick-service restaurant space. With evolving consumer preferences for speed, value, and quality, c-stores are stepping up by offering innovative meal solutions that rival traditional quick-service restaurant options.
Leading the charge is Ruiz Foodservice, whose products are setting a new standard for success in c-store foodservice. By providing cost-effective, all-daypart solutions that appeal to budget-conscious customers, Ruiz Foodservice is helping c-stores deliver the flavor, convenience, and affordability that drive traffic and loyalty. From breakfast burritos to lunch combos and late-night snacks, c-stores are rewriting the menu for on-the-go dining.
“Value meal deals have surged recently as consumers are looking to stretch their dollars and their dining budgets,” says Matthew Marshall, senior brand manager of the Ruiz Foodservice Business Unit of Ruiz Foods. “Consumer spending has changed due to economic uncertainties and inflation. Retailers are launching strategies to keep those consumers coming back to their stores.”
Offering value meals that bundle multiple items—such as entrees, drinks, and snacks—not only appeals to consumers looking for convenience and a filling meal but also helps c-store operators recoup lost sales and drive profitability.
“At Ruiz Foodservice, we have been focusing on two major trends in the industry—the love for Mexican food and snacking,” Marshall says. “C-stores can leverage our new innovation—El Monterey® Stuff’d Nachos—to capture traffic from these trends. We strive to develop and execute limited-time offers to help operators stand out in a crowded marketplace.”
Consumer demands are constantly changing, making it difficult for operators to stay ahead of the game. “Consumers want value, quick service, location, accessibility, and extended hours,” Marshall says. “All of which can help make c-stores appealing destinations for consumers.”
C-stores have also expanded their food and beverage offerings to incorporate products such as freshly made meals and hot food—creating an appealing option for consumers craving those food-away-from-home meals.
Technology is another major factor for consumers when it comes to choosing food destinations. C-store loyalty programs have become more valuable to consumers by offering greater diversity and options. “Consumers are looking for attractive loyalty programs, especially when they provide discounts and rewards to help stretch their dollar,” Marshall says. “Consumers also appreciate other value-added technology like online ordering, delivery, and curbside pickup.”
Convenience stores offer unique advantages that are making c-stores more competitive and a better option for consumers’ needs. Their ability to provide quick, grab-and-go foodservice options makes them a go-to destination for busy consumers. “A leading advantage of c-stores is their broad assortment of food and beverage options,” Marshall says.
C-stores can leverage this broad assortment by bundling popular Ruiz Foodservice products like Tornados® with a popular energy drink to drive in-store traffic. “Another example of this is pairing a coffee drink with breakfast choices like El Monterey® Breakfast Empanadas or AM Tornados® varieties like Sausage, Egg & Cheese, or French Toast & Sausage. These combos cater to busy commuters seeking quick, affordable breakfast solutions that don’t sacrifice flavor.”
Delicious and authentic food doesn’t have to be expensive. Since the founding of Ruiz Foods by a father-and-son duo in 1964, their passion for creating high quality, flavorful options has been at the heart of everything they do. “Over the years we’ve developed products and flavors that are loved and trusted by customers,” Marshall says. “It’s taken decades of perseverance and lots of hard-working folks to deliver loved brands like Tornados® and El Monterey®—America’s #1 brand of frozen Mexican food.”
Ruiz Foodservice has built its reputation on the belief that authentic food can also be affordable. By combining traditional Mexican flavors with cost-effective solutions, the company ensures its products deliver both value and taste. “We continually strive to be c-store’s partners in delivering the bold flavors consumers love as well as the foodservice insights that help build a profitable future.”
Ruiz Foodservice has played a pivotal role in driving the success of countless c-stores. With trusted brands like El Monterey® and Tornados®, Ruiz Foodservice equips c-stores with products that are easy to prepare, cost effective, and appealing across all dayparts. These offerings help operators maximize profitability by increasing basket sizes and attracting repeat customers.
“One of our national c-store retailers is offering a value meal deal that bundles Tornados®, chips, and a beverage and is currently tracking +9 percent compared to the prior year,” says Kavitha Harrington, associate director of sales for Ruiz Foodservice. “It’s a terrific bundle with a strong price point that is attractive to consumers.”
By combining innovative product development with a deep understanding of c-store operations, Ruiz Foodservice has become a trusted partner, helping c-stores enhance their foodservice programs and remain competitive in the evolving marketplace.
Ruiz Foodservice is poised for a successful future by staying ahead of consumer preferences and delivering innovative products that capitalize on the growing demand for Mexican cuisine in c-stores. Mexican food ranks as the most liked cuisine at c-stores, surpassing American, Italian, and Chinese options. According to January 2024 research from C+R Research, Ruiz Foods C-Store Consumer A&U survey, 55 percent of consumers expressed a desire for more Mexican-inspired choices at c-stores—proving Ruiz Foodservice continues to lead the way in meeting this demand.
Their newest innovation, El Monterey® Stuff’d Nachos, exemplifies this commitment; perfect for on-the-go snacking, these crispy, mess-free nachos are packed with a flavorful blend of three cheeses, seasoned ground beef, mild jalapeños, tomatoes, and Mexican spices.
As c-store operators look for LTOs to excite customers, Ruiz Foods’ focus on the bold, authentic flavors that Ruiz Foodservice focuses on ensure their products remain a top choice. “C-stores can grow, drive, and retain consumers through hot prepared foods, strong operational execution, innovation, the right core assortment, and traffic-driving promotions like our LTOs and value meal deals,” Marshall says.
To learn more about the innovative products available from Ruiz Foodservice, visit its website.
By Abby Winterburn
