Through a special arrangement, presented here for discussion is a summary of an article from Convenience Store Decisions magazine.
While some c-store operators are gingerly testing the waters of healthy lunch and dinner solutions, others have plunged right in as the tide of consumer demand moves steadily toward fresher fare.
With the opening of its latest store in Marshfield, MA, Tedeschi Food Shops launched a new initiative that puts healthful meal and snack options "front and center," said Bob Goodwin, the company's director of fresh foods.
Among the prominent features are walk-around refrigerated cases at the entrance, full deli with a rotisserie chicken unit on display and a self-service soup station.
"Instead of just a place to pick up a pack of cigarettes, we want customers to think of us as a neighborhood mini fresh store, an alternative to the supermarkets, where they can find fresh meats and produce as well our signature bake-at-home pizzas and immediate consumption foodservice options," Mr. Goodwin said.
But Michael Davis, vice president of member services for NACS (National Association of Convenience Stores), believes that in reality, a sizable number of consumers "still talk thin and eat fat" and view c-stores as 'America's Cookie Jar.'"
David Morris, a foodservice consultant for Packaged Facts, said another hurdle is that c-store purchases are generally driven by impulse for immediate satisfaction rather than long-term health considerations.
Still, Mr. Morris believes "major media exposure and government educational efforts are resulting in an increasing enlightenment among consumers of the importance of eating healthfully" and a number of c-stores are prominently featuring items that resonate as healthful to consumers.
At Thorntons, getting customers to view the stores as a source of "healthful" meals and snacks has proven to be a challenge, said Melina Patterson, senior category manager of fresh foods for the 165-unit Midwest chain.
"We believed that starting with fresh produce would have the most immediate impact," Ms. Patterson said. "So we increased our SKUs of whole and cut fresh fruits and vegetables from five to 10 and displayed them in our most highly-trafficked area between the front door and the check-out."
While these healthful selections did not immediately fly out the door, "we noticed the entire store presentation felt different and we think our customers started picking up on it, too. Through intercepts, we found that many of them recall that we have healthy options."