The lunchtime daypart offers a big opportunity for convenience stores delving into foodservice. But just any old food program won’t cut it in today’s market. It’s important to prioritize quality and freshness as today’s customers are more decerning than ever before.
CStore Decisions caught up with Benjamin Lucky, senior director, foodservice for Onvo, which operates more than 40 stores in Pennsylvania and New York, to learn more about how he’s strategizing the lunch menu.
CStore Decisions (CSD): What do you see customers demanding from the lunch daypart today?
Benjamin Lucky (BL): Guests want food that is fast and convenient delivered in two platforms. They want value, and they know what value means, which is not the legacy c-store way of thinking (in terms of) “cheap.” Rather, they want excellent flavor and quality vs. “gas station good” or desperation choices. On top of that, guests aren’t willing to sacrifice freshness, flavor or real value anymore. Lastly, they want enough variety to make the store a regular lunch destination with options, not simply an emergency stop when nothing else is nearby.
CSD: What does your lunch strategy at Onvo look like in 2026?
BL: Our 2026 and 2027 strategy is focused on strengthening the fundamentals while building a more distinctive Onvo food identity. That means improving consistency, introducing flavor-forward products and limited-time offerings (LTOs), and creating a menu that is operationally simple while giving guests compelling reasons to visit us for lunch.
We are building four pillars all within the two platforms (value and variety). As to the four pillars, there will be signature sandwiches, signature bowls, pizzas and a hot case line up that combines elements of our upscale Made For You (MFY) program with “value to mid-scale” selections that fill the needs of more time-starved guests who want something fast, fresh and flavorful with minimal customization and at a more “portion-size” to price focus. Formats include cold and hot grab-and-go and MFY.
CSD: What is one learning you’re bringing with your long c-store foodservice career that has spanned roles at chains like Kwik Shop, Maverik, Dash-In, 7-Eleven and Cal’s Convenience, among others, to running foodservice at Onvo?
BL: Wow, just one? The biggest lesson is that a successful foodservice program is built on what is something of a motto for me: Make food that is “Simple, Fresh and Flavorful/Delicious.” That requires a solid, intentional menu, quality food and recipes, and execution that delivers consistently. We can do that because we have not only the right food, but equipment, processes, partners and training that works. A great menu offer also requires food-safety practices, both quality merchandising and marketing, and solid operating standards so guests receive the same quality experience every day in every location.
CSD: What lunch items are performing particularly well for Onvo and what do you think is driving that demand?
BL: Pizza is currently a particularly strong lunch performer for Onvo. It is familiar, portable and easy to enjoy in the vehicle, while offering the speed, value and comfort customers want during a busy lunch period. Although we offer a personal pizza now, we are soon offering slices too. Professional drivers told us, in about even numbers, that they like their own pizza on the one hand, and they may want two different slices or a slice and some wings on the other hand. We are going to give them what they want.
CSD: How are you balancing convenience, quality and affordability at lunchtime?
BL: We begin with food that can be prepared and served quickly without compromising flavor or consistency. We also look carefully at ingredient cross-utilization, portioning, packaging and production processes so we can deliver strong value to the guest while maintaining responsible margins. Foundationally, we are committed to food and willingly making investments in equipment that allow us to deliver both for the guest and the associate by removing barriers to speed while increasing quality, giving us labor savings.
CSD: How is Onvo using meal deals, bundles and/or promotions to attract lunch customers?
BL: LTOs are an important part of our approach because they create interest, encourage trial and give regular guests something new to discover. Additionally, we are evaluating where thoughtfully constructed meal deals and bundles fit so we can provide genuine guest value without simply discounting the food. A fun thing we are working on, is leveraging secret menu items into our app.
CSD: What strategies are you using to encourage customers to choose your stores for lunch rather than restaurants or other foodservice options?
BL: We are new-ish to the scene in terms of excellent foodservice. We have to earn that choice by delivering food that is craveable, convenient and consistent, not merely available like the still-too-often-delivered “nuke-a-food” options found in some stores in the channel. Our goal is to combine faster service and easier access with customizable distinctive flavors, strong hospitality and an experience that gives guests confidence in choosing Onvo for lunch, and frankly, all their meals.
CSD: What are the biggest opportunities you see for growing your lunch business over the next year?
BL: We share the same challenges as others in our industry. Vision and commitment paired with space, equipment and innovation are going to either limit or amplify how robust one’s concept can be. We have passionate and committed leadership! Our greatest opportunity is to move from being a convenient destination that also sells food to becoming a place people intentionally choose because of our delicious and memorable food. We will accomplish that through stronger signature items, more disciplined execution, relevant LTOs and greater awareness of what Onvo offers at lunchtime like our BBQ Brisket Sandwich with several sauce flavor choices (and more to come).
CSD: What’s one piece of advice you’d give other c-store retailers about competing when it comes to lunch?
BL: Don’t try to compete on convenience alone, because restaurants and other retailers continue to become more convenient. Build a focused menu that your stores can execute exceptionally well, and make sure every item is fresh, flavorful and worth coming back for. If your focus is shelf life first or alone, or you aren’t in your stores and you’re not seeing a “Yum Yum” face when guests eat your food, then you have opportunities.
CSD: What’s your go-to lunch order at Onvo?
BL: My go-to is one of our signature sandwiches because it represents where we are taking the Onvo food program: hearty, flavor-forward and satisfying, yet still easy to enjoy on the road. I usually pair a Smoky Brisket Sandwich on a toasted King’s Hawaiian bun with a Jalapeño Mango BBQ Sauce, and I add a Mango Lemonade. If I’m ignoring calories, I’ll add one of our new Onvo chips flavors or a signature buttercream cookie.
CSD: Anything else you want us to know?
BL: At Onvo, we see foodservice as a long-term strategic commitment, not merely another category inside the store. We are building the systems, culture and a solid menu foundation needed to deliver food that is simple to make, fresh, flavor-forward and delicious, consistently across the organization.
