The Convenience Foodservice Vision Group (CFVG) recently released its latest report, titled “Menu Vision: Blending Tradition with Trend.” The report examines menu development, consumer behavior and retail strategies across c-stores.
The CFVG virtual meeting, held on May 5, was facilitated by Richard Poye, chief operating officer of Food Trends Think Tank. The meeting featured a presentation from Claire Conaghan, trendologist and associate director for publications for Datassential, who delivered a comprehensive analysis of menuing, key categories, generational and regional differences, and trending offerings.
Key takeaways in the report include:
- C-Store Menuing and Trends: Datassential’s research emphasized the importance of balancing traditional offerings with trend-forward items to meet evolving consumer expectations. Presenter Claire Conaghan encouraged convenience retailers to leverage data, understand generational and regional preferences and focus innovation during lunch and later dayparts, all while ensuring new items remain grounded in familiarity to maximize broad appeal. “Price is more table stakes than necessarily a differentiator across all age groups, noting people say, ‘Once I’ve decided I’m going to the convenience store and that’s where I’m purchasing my food, I have my expectation,'” said Claire Conaghan, trendologist and associate director for publications for Datassential.
- Trends and Innovation in Menu Development: Successful menu innovation requires finding the right balance between familiar items and new elements, suggesting operators should add “one weird thing” to recognizable bases. From flat croissants and dirty sodas to pizza, retailers are capitalizing on emerging trends. CFVG member Derek Thurston, director of foodservice at Cliffs Local Market shared, “We’re going to go after the dirty soda trend from the angle like, ‘Hey, you don’t have to pay six, seven bucks at a specialty shop. Come on into Cliff’s and make up your own soda.'”
- Cold Brew Energizes Sales: Cold brew coffee has emerged as a significant traffic driver with strong profitability metrics for convenience retailers. Introducing cold brew in all of their stores, with one out of five consumers interested. Jac Moskalik, vice president of food, innovation and strategy at Global Partners speculated, “They spend a lot more in our store, which was what I used to sell the investment to our executives; ‘Look what else they buy in the store,’ which was a home run for us.”
- Generation Z Alignment: College foodservice operator Kris Klinger, vice president of auxiliary services at Boston University, offered valuable insights into serving Gen Z customers who gravitate toward authentic, bold flavors and portable options. “At the end of the day, our primary customer is the student, and they are looking for authentic, they’re looking for bold flavors, and if it’s spicy, as long as they like spice, they love the spice, they love the uniqueness.”
- Operational Challenges and Menu Simplification: Retailers are focusing on strategic menu development that leverages existing ingredients in new combinations to balance innovation with operational efficiency. “When our chef comes up with something new and unique, as long as it’s what I call ‘out of the same box of Legos that we already have’ and it’s just creating a new something, that we can move on very quickly,” said Barbara Kessler, senior director, food and beverage for The Wills Group (Dash In).
- GLP-1 Drugs and Health Trends: The growing use of GLP-1 medications is creating shifts in consumer preferences toward protein-forward options, potentially affecting both foodservice and center store offerings. “I think that these types of drugs could have a significant impact to convenience, not just in the menu development and the types of menus that we have in it from a foodservice perspective, but the central store component as well,” said Richard Poye, chief operating officer of Food Trends Think Tank and CFVG facilitator.