Convenience stores are becoming go-to destinations for dessert lovers seeking quick and indulgent treats. According to Datassential, 63 percent of consumers reported having dessert within the past day, highlighting the growing demand for accessible sweet options. This trend is further emphasized by the popularity of handheld desserts like cookies and brownies, which not only satisfy cravings but also offer high-profit margins for retailers.
Additionally, over 40 percent of convenience stores customers purchase desserts, indicating that these offerings significantly influence shopping behavior and store visits. Recognizing this shift in consumer preferences, Ruiz Foodservice has introduced a new line of convenience store desserts designed to meet the demand for quick, delicious, and portable indulgences.
“As retailers fill out their programs, late-night snacking and dessert options are seeing a lift,” says Matthew Marshall, associate director of marketing and sales operations at Ruiz Foods. “Ruiz Foods has recently seen a big lift in our Raspberry Cheesecake Mini Chimis, which are a perfect fit for this eating occasion. We plan on supporting this trend by expanding our offerings, so be on the lookout for some new dessert mini chimis in the near future!”
C-store foodservice programs are rapidly transforming from basic grab-and-go offerings into sophisticated, full-fledged food destinations. As a result, the lines between convenience stores and other foodservice channels are becoming increasingly blurred.
Today’s c-stores are offering high-quality menu items that rival those of quick-service restaurants, especially when it comes to popular dayparts like late-night snacking and dessert. “C-stores have a competitive edge in that they can offer a broad assortment of both foods and beverages,” Marshall says. “Enhancing this momentum is the growing appeal of ‘treat culture’ among younger generations.”
The younger generation is the driving force behind the demand for sweet treats. “We field consumer research to ensure the flavors we bring to market are consumer preferred, and this comes with an extra lens on the younger generations,” Marshall says. “We’re leveraging younger generations’ opinions of sweet flavors to ensure product success and ultimately sales for retailers.”
Ruiz Foodservice has developed a strategic approach to convenience store desserts by leaning into what they know best—Mexican-inspired products that naturally align with on-the-go eating. Since nearly all of their offerings are wrapped in tortillas, they’re perfectly suited for convenience, portability, and minimal mess—three qualities today’s consumers crave.
“The Apple Pie Empanada is a terrific example of how dessert can be paired with a tortilla,” Marshall says. This handheld treat features a warm apple-cinnamon filling folded inside a fresh-baked flour tortilla, coated in a vanilla-sweet batter, and lightly fried to golden perfection. With tortillas as a versatile blank canvas, Ruiz Foodservice continues to push culinary creativity while maintaining the grab-and-go convenience that defines the c-store experience.
In addition to the Apple Pie Empanada, Ruiz Foodservice also offers Raspberry Cheesecake Mini Chimis—bite-sized treats filled with creamy cheesecake and tart raspberry filling, coated in a vanilla sweet batter and lightly fried. “We will be expanding our dessert assortment to provide retailers and consumers with choices and variety,” Marshall says. “With multiple options available, retailers can choose what best fits their region and product mix. They can also rotate items in and out to keep the assortment fresh and keep consumers coming back.”
When launching or expanding a dessert program in the convenience store space, it’s important to start small and take a strategic, long-term approach. Leveraging tools like social media and loyalty programs can help drive initial awareness and encourage trial, especially around emerging dayparts like late-night snacking.
“Be open to slower turns as long as they’re incremental to your business,” Marshall says. “Store operators already have so much to manage, they’ll need easy-to-prep products with a long shelf life to help reduce product waste. And don’t give up after just a few weeks if you’re not seeing the turns you’d like to—it can take months to establish consumer behavior.”
One way to help accelerate that process is through consumer education. “Be sure to use in-store signage and POP materials to inform consumers about your new products and offerings,” Marshall says. “Ruiz Foodservice offers free signage for our dessert items.” With the right strategy, patience, and support tools, c-store operators can turn desserts into a profitable and sustainable part of their foodservice offerings.
Developing a product line that aligns with consumer demand is essential for long-term success in the competitive convenience store landscape. “Our strategies have always been to make sure we bring consumer-preferred products to the market, and that’s where we’re starting as we’re bringing new flavors and products to the market,” Marshall says. “We also work closely with our retailer partners to ensure these innovations work within their strategies and operations,” Marshall says.
Ruiz Foodservice is actively developing a range of new flavor profiles to align with evolving consumer tastes and seasonal trends, ensuring its dessert offerings remain fresh and relevant year round. By continuously innovating, the company aims to deliver more than just convenience—it strives to offer variety, excitement, and craveability in every item.
CTA – Explore craveable, ready-to-service desserts at the Ruiz Foodservice website.
