Convenience stores are evolving into go-to foodservice destinations for consumers seeking both value and convenience. NIQ’s The Now and Future of Convenience Stores analysis shows that c-stores continue to gain momentum with shoppers, especially in foodservice. Among the five trends shaping the channel’s future, NIQ identifies “Bites & Delights” as the leading force. With 96 percent of U.S. shoppers visiting c-stores at least twice in 2024, the opportunity for brands to meet demand with premium, snackable offerings is growing rapidly.
Bake’n Joy is helping retailers answer that demand with premium-quality bakery items that deliver freshness, quality, and an overall elevated experience to any c-store consumer. “Shoppers want bakery products that look like they came from a cafe, not from a shelf,” says Erica Newcomer, vice president of R&D & FSAQ at Bake’n Joy. “That means we’re focused on those visual cues of freshness—a moist crumb, real inclusions, decorative toppings, and packaging that really showcase those attributes.”
High-quality bakery sections can do more than just drive impulse purchases, they also help c-stores stand out, especially now as they compete more directly with quick-service restaurants. “Bakery is one of the easiest ways to create a ‘wow’ factor,” Newcomer says. “A well-executed set can elevate the perception of the entire food offering. It helps make the c-store feel more like a destination than just a stop.”
Snacking remains a major traffic driver in convenience, with 41 percent of all c-store visits tied to snack occasions, according to The NPD Group, as cited by CSP Daily News. Additionally, many consumers seek out c-stores for a quick fix or a premium treat. As a result, Bake’n Joy offers shoppers a clear choice at the moment: a quick snack or a small reward. “Our innovation is focused on products that merchandise well both on the shelf and at the register,” Newcomer says. This gives consumers the option to pick up a quick snack at the register or indulge in a more premium treat, like Bake’n Joy’s cake bites.
Assortment and variety are also major traffic drivers for c-stores. According to Acosto Group’s The Ongoing Evolution of Convenience Store Shoppers report, assortment and variety are top drivers of traffic, providing an opportunity to expand quick meal offerings, specifically grab-and-go snacks across dayparts.
“At Bake’n Joy, we’re excited to offer a wide range of options depending on the shopper’s needs,” Newcomer says. “We try to be very intentional with the mix. It could include a larger-format muffin for breakfast, a smaller muffin for midday, a cake bite or loaf slice for snacking, and a whoopie pie for later. Each product should have a clear role rather than compete with the others, and together they should capture all-day occasions.”
From a customer perspective, Bake’n Joy also considers preferences across demographics. “Cake bites, with their bite-size indulgence, appeal to Gen Z shoppers who snack throughout the day,” Newcomer says. “Banana bread may appeal more to the Boomers looking for familiar, simple flavors. Whoopie pies can resonate with Gen X consumers who enjoy nostalgic flavor profiles.”
Bake’n Joy’s thaw-and-serve format helps c-store retailers deliver premium bakery offerings while still meeting the need for speed and simplicity. “We’ve found that thaw-and-serve products are ideal solutions for the c-store channel,” Newcomer says. “From a product standpoint, it really protects quality. We can deliver a muffin or cake bite with the right texture, moisture, and consistency without relying on in-store execution.”
It’s also beneficial to c-stores with smaller footprints. “Some c-stores don’t have the space or staffing to execute fresh baking in stores, so we’re proud to offer a thaw-and-serve program at a scale that allows for premium inclusions, quality ingredients, and appealing finishes,” Newcomer says. “That way, what we produce is exactly what shows up on the shelf.”
Younger consumers continue to reach for elevated flavors and value at the same time. Bake’n Joy approaches this demand by being very intentional about their products. “For us, it’s not just about adding a new flavor, it’s about delivering a clear upgrade in the eating experience,” Newcomer says. “We work closely with our flavor vendors and flavor houses that have a strong sense of what’s trending, and we incorporate those insights into our products. We also pay close attention to portion size, format, and formula so we can stay competitive for younger consumers on price point.”
While keeping trends in mind, Bake’n Joy also notes that some of their biggest wins have come from relatively small changes. “We continue to see nostalgic flavors come back around again and again,” Newcomer says. “Believe it or not, s’mores has been a very popular muffin flavor recently, and so has our s’mores cake bite. We also see strong crossover between categories. For example, a s’mores muffin takes a familiar dessert profile and brings it into the bakery in a way that feels both recognizable and fresh.”
Product attributes are one of the leading factors in foodservice c-store retailers are asking about now. “They want to know the story behind the ingredients, how they’re sourced, what quality callouts they can make, and what unique descriptors can help present the product in an appealing way,” Newcomer says.
Retailers are also looking for products that check multiple boxes at once. “They’re looking for products that have consistent baked quality, strong shelf life, portability, visual appeal, and labor-saving formats,” Newcomer says. “That’s where thaw-and-serve, individually wrapped, ready-to-merchandise products really stand out. They make things easier operationally while still feeling premium and fresh.”
Newcomer notes that within the c-store bakery segment, there’s strong momentum around better-for-you options that still taste great, feel like a treat, and deliver indulgence. However, she emphasizes that this has to be paired with strong attribute marketing. “Right now there’s a lot of interest around protein, fiber, and functional benefits, so the challenge is bringing those ideas together in a way that makes sense to the consumer,” she says.
Looking ahead, Bake’n Joy is also keeping an eye on things like cleaner labels, shorter ingredient statements, and balanced indulgence. “We’re watching interest in naturally derived sweeteners and minimally processed products as well,” Newcomer says. “We want to build a portfolio that answers today’s questions while staying nimble enough to adapt to what consumers will be asking tomorrow.”
To learn more, visit Bake’n Joy’s website, and explore how thaw-and-serve bakery solutions turn c-stores into a premium foodservice destination.
By Abby Winterburn
