Convenience Store During the Covid-19 pandemic, studies show that after fuel, gas station customers have primarily purchased food and beverages. These items have become particularly popular with convenience store patrons, prompting store owners to focus on strategies to attract even more customers.
As a result, many stores are adapting to the constantly changing preferences and trends of consumers. This shift impacts all categories of food and drinks they offer, including coffee.
I interviewed three professionals working in the beverage sector of convenience stores, both from the operator and vendor side, to gain insights into how convenience store coffee is transforming. Keep reading to learn what they shared.
Who are the Customers Behind Convenience Store Coffee Purchases?
The traditional view that convenience store coffee is primarily for travelers and consists only of basic “diner-style” drip coffee is no longer entirely accurate.
Historically, convenience stores targeted older consumers who favored these classic flavors, as well as people grabbing a quick cup on the go. However, today’s market has expanded. While older consumers remain important, convenience stores are increasingly diversifying their coffee offerings to attract a broader audience, with a particular emphasis on younger generations.
Jawad Bisbis, former Vice President of Proprietary Beverages at 7-Eleven, explains that this shift aims to engage millennials and Generation Z. “Over the last 20 years, there’s been a move towards specialty coffee, espresso, iced coffee, and cold brew. We’re focused on gaining new customers, not just retaining our existing ones,” he says.
Leigh Priecko, Director of Channel Marketing at Royal Cup Coffee Roasters, shares a similar perspective. She emphasizes the importance of staying ahead of trending flavors and beverages. According to the National Coffee Association, during the pandemic, over 40% of Americans tried new coffee varieties, including different brands, roast profiles, and brewing methods.
Harry King, National Account Manager at Jimmy’s Iced Coffee, highlights the evolving consumer habits, especially in the last 18 months. He notes, “It’s essential to track trends and understand what appeals to different demographic groups, especially post-pandemic.”
For convenience stores today, success lies in offering a diverse range of products that appeal to both loyal customers who enjoy traditional drip coffee and younger audiences who prefer iced or ready-to-drink coffee options.
The Evolution of Coffee Bars in Convenience Stores
In recent years, consumer preferences for coffee have expanded significantly, impacting the convenience store coffee market just as much as specialty coffee shops. To meet these evolving demands, convenience stores now offer a wider variety of coffee options. Some customers are willing to pay extra for higher quality, while others prefer something quick, and many are looking for cold or iced beverages.
As a result, convenience store coffee bars have evolved to provide a range of choices, from bean-to-cup hot drinks to iced coffee and cold brew. Customers can now enjoy classics like cappuccinos, lattes, and mochas, often made with fresh milk instead of powdered alternatives.
Leigh Priecko notes that convenience stores are adapting to cater to multiple customer segments, which has led to two key changes: the widespread use of bean-to-cup machines and the integration of cold brew into their beverage offerings.
Jawad Bisbis adds that many convenience stores missed out on the third wave coffee movement and continued to serve traditional drip coffee. However, in recent years, more stores have introduced fresh coffee options. “7-Eleven was one of the pioneers, introducing not only bean-to-cup but also hot and iced coffee, all available through self-serve stations,” he says.
Additionally, the rise of ready-to-drink (RTD) products has further expanded the options available in convenience store fridges. Harry King of Jimmy’s Iced Coffee mentions that they now offer a business subscription service, allowing small stores to customize their orders and ensure they’re always stocked with popular products.
How Consumer Habits Have Shifted Over Time
One of the main forces driving change in convenience store coffee is the shift in consumer habits. As the coffee industry evolves, convenience stores must also rethink their approach, asking key questions: Who is buying coffee? Why are they coming into the store? Are customers stopping by from the gas pump? How can we better promote our coffee program? What types of coffee are in demand, and which products are the top sellers?
Leigh Priecko highlights that, beyond these basic considerations, wellbeing has become a growing priority since the pandemic. “Customers now place a higher emphasis on cleanliness,” she says. “They feel more comfortable in stores that are visibly clean and appreciate clear communication about hygiene practices.”
She also notes that consumers still seek quality, but in environments that offer a sense of comfort—whether through cleanliness, proximity to home, or the ease of mobile ordering. “We’ve seen a sharp increase in mobile orders, a trend we expect will continue,” Leigh adds.
Jawad Bisbis points out that one of the most notable changes in consumer behavior is the desire for “frictionless” service. Customers want their coffee quickly, with minimal physical interaction.
Another growing trend is the focus on healthier products. Even in gas station convenience stores, more customers are seeking healthier alternatives to traditionally high-calorie or sugary favorites. Harry King emphasizes this shift, explaining, “As health becomes a greater consideration in the shopping experience, retailers need to offer products that strike a balance between indulgence and adhering to health guidelines. It’s about providing something that tastes great but isn’t overly unhealthy.”
Strategies for Stores to Thrive in a Crowded Coffee Marketplace
In today’s competitive landscape, consumers have a vast array of options for purchasing coffee, leading convenience stores to face heightened rivalry from drive-thru coffee shops. With so many choices available, convenience stores encounter significant challenges in differentiating themselves.
“Convenience stores must innovate and leverage their strengths,” emphasizes Jawad Bisbis. “An increasing number of customers are prioritizing convenience—after all, these stores were the original pioneers of that concept! This translates to self-service options that allow for a quick in-and-out experience.”
He also notes that customers at convenience stores appreciate not having to wait in lines or for a barista. Many prefer to customize their coffee, adding syrups, sweeteners, or other enhancements to suit their tastes.
Leigh Priecko suggests, “Implement an online ordering system or mobile app, and make sure to promote it throughout the store and on social media. It’s vital to keep your coffee offerings fresh. As customer traffic varies throughout the day, you may need to adjust brewing schedules to ensure that the quality of service meets their expectations.”
Ultimately, convenience store operators and their vendors can set themselves apart by delivering high-quality products, unique options, and ensuring that customers can quickly and easily enjoy their coffee.
What Does the Future Look Like for Convenience Store Coffee?
The pandemic has led to a significant increase in remote work, making it unclear when convenience store coffee bars experience peak traffic.
Jawad Bisbis notes that this shift has resulted in decreased road traffic, prompting convenience stores to reevaluate their marketing strategies. “Businesses have observed that employees can be just as productive while working remotely or in hybrid settings. Younger generations are particularly interested in this flexibility. The traditional morning rush that convenience stores relied on is likely fading, presenting an opportunity for innovation in the market,” he explains.
“Whoever can effectively attract afternoon customers with the right selection of beverages will gain a competitive edge. Relying solely on morning commuters means missing out on a significant portion of potential customers.”
Additionally, the rise of ready-to-drink (RTD) coffee beverages has capitalized on this shift in consumer behavior, as people increasingly opt for cold drinks later in the day. Harry King adds that customers are purchasing more RTD coffee in individual servings to stock up for later use. “Demand for multi-pack and take-home products is surging and is expected to keep growing in response to these changing shopping patterns,” he states.
Convenience stores have emerged as key locations for consumers seeking quick and high-quality coffee. As a result, these establishments are focusing on attracting new customer demographics and consistently refining their coffee selections to meet evolving consumer preferences.
Although the pandemic has played a significant role in shaping these habits, the convenience store coffee market continues to adapt and grow its presence in the broader coffee industry. Nonetheless, how this sector will evolve in the future remains to be determined.