Foodservice is dominating c-store margins more than ever. In a recent survey by Kantar Profiles and Mintel, half of the respondents recorded food and beverage purchases as their primary reason for visiting a c-store. This made foodservice the dominant decision maker for c-store purchases, second only to gas or refueling needs. However, for c-store operators breaking into foodservice, it is challenging to know what strategy will work best to drive profits.
Some things are clear, however. Young consumers, especially millennials and Gen Z, are driving foodservice purchases at c-stores, with 34 percent of millennials and 24 percent of Gen Z frequenting c-stores multiple times a week, according to the Kantar Profiles and Mintel survey. This reveals some key strategies operators can look to. Millennials and Gen Z are interested in high-quality, authentic, and bold flavors for c-stores. This means leaning into the most popular offerings, like Mexican food, which can easily be integrated across stores from hot case and roller grills to the cold case and condiment bars.
“Mexican food generates nearly $9.3B in sales on an annual basis (Mintel, 2025), so it has the scale to be an integral part of numerous locations within a c-store,” says Marty Wolesky, senior brand manager at MegaMex Foods. Operators understand that offering good food across every store is key to driving sales and higher ticket averages, but doing so on their own can be a Herculean task when balancing other initiatives.
Operators looking to reduce complexity while increasing profits and foodservice offerings can consider working exclusively with a foodservice partner. MegaMex Foods, a leader in Mexican foodservice offerings, helps operators across every sector build programs to drive profits while offering authentic flavors with convenience. For c-stores, this means building a comprehensive Mexican food program based on flavors and brands consumers are familiar with and already love, like HERDEZ®, WHOLLY®, and DON MIGUEL®.
If an operator has any doubts as to the success or profitability of Mexican foods, look no further than the leaders in the segment. With standout examples like 7-11’s Laredo Tacos, which showcases the value of reinvesting in Mexican foodservice for c-stores. However, for regional concepts or operators not ready to launch an entire quick-service restaurant, incorporating comprehensive Mexican offerings can still increase consumer interest and boost foodservice profits.
MegaMex Foods has the breadth of portfolio to ensure foodservice solutions for every area of the store. For consumers seeking an easy, flavor-forward meal, options like DON MIGUEL® Taquitos and Mini Tacos are available in the hot case, which can be complemented with WHOLLY® Guacamole from the cold case and customized at the condiment bar with authentic, well-known salsas from the HERDEZ® and LA VICTORIA® brands. To round out the trip—and stock their at-home pantry—shoppers can also grab HERDEZ TAQUERIA STREET SAUCE® hot sauce for later.
Investing in a new strategy or product is a risk. For c-stores looking to reduce risk while still breaking into foodservice in a meaningful way, relying on experienced brands with high awareness and affinity is a good way to manage risk. MegaMex Foods portfolio includes brands not only well known in retail but also relied on in quick and full-service restaurants; a large part of this trust is based on the brand’s authentic flavors and background.
“Our brands each have their own authenticity story,” Wolesky says. “Whether it started in Mexico, restaurants in Texas, or the streets of Southern California, the founders of our brands all believed in delighting people with Mexican flavors. The right brand can lower the trial barrier, which makes introducing new offerings easier.”
As foodservice continues to define c-store traffic and margins, operators have a clear opportunity: deliver bold, high-quality flavors with efficiency and confidence. Mexican cuisine offers both the scale and consumer demand to anchor that strategy, while trusted brands and the right partner can simplify execution from hot case to shelf.
Looking ahead, success will come down to balance. “I believe the balancing act for c-store foodservice over the next few years will be delivering high quality, bold flavors, and affordability on menus,” Wolesky says. As c-stores invest more heavily in foodservice, operators looking for strategies to compete will be well positioned to grow traffic, increase ticket averages, and build lasting foodservice loyalty when incorporating Mexican foods throughout stores.
For more information on MegaMex Foods’ c-store foodservice solutions, visit megamexconvenience.com.
By Ya’el McLoud
