The way consumers interact with convenience stores is changing—and fast. While location and low prices once ruled, today’s shoppers expect more: relevant rewards, faster checkouts, fresh food options, and experiences that feel personal.
To understand these shifts, PAR Retail partnered with C-Store Dive’s studioID to survey over 1,000 U.S. consumers who visit convenience stores or fuel stations at least once a month. The results offer a powerful snapshot of what drives behavior and how retailers can evolve to stay competitive.
Here are some of the biggest takeaways from the 2025 Consumer Survey Report:
Speed Matters—Especially When It Comes to Rewards
The top factor influencing whether a shopper visits a particular store? The ability to earn rewards faster.
In fact, 54% of consumers said this was their number one motivator. Loyalty programs that feel slow or confusing risk being ignored entirely.
Takeaway: Make it easy to join, make rewards feel within reach, and deliver quick wins that reinforce value.
Relevance Drives Engagement
Consumers won’t engage with loyalty programs that don’t speak to them. Nearly one-third of shoppers have switched brands based on loyalty program benefits. But it’s not just about big discounts, it’s about rewards that align with their preferences.
Takeaway: Use personalization and first-party data to tailor offers, and consider leveraging surveys and progressive profiling to uncover deeper insights.
Technology Is the New Differentiator
A smooth, tech-enabled experience is no longer optional.
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48% want easier payment at the counter
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38% say self-checkout influences their store choice
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Many expect app features like progress tracking, order ahead, and mobile pay
Takeaway: Investing in intuitive, omnichannel experiences can reduce friction and increase return visits.
Foodservice Builds Loyalty Beyond Fuel
60% of shoppers now purchase grab-and-go or prepared food at c-stores and many want to do even more with mobile ordering and pre-pay. Fresh, unique food offerings are becoming a powerful loyalty driver and a true point of differentiation.
Takeaway: Don’t overlook foodservice as a loyalty channel. It’s an opportunity to increase trip frequency and basket size while standing out from competitors.
CPG-Funded Offers Are an Untapped Advantage
While consumers continue to gravitate toward discounts on snacks, beverages, and fuel, most retailers aren’t fully leveraging CPG funding to support these offers. Only 18% say all of their offers are funded by brands—despite clear upside in engagement and margins.
Takeaway: Expanding your CPG partnerships can help you deliver more compelling offers without increasing costs.
Final Thoughts
Shoppers today are savvy, selective, and short on time. Loyalty programs that deliver relevance, speed, and simplicity will stand out—while those that don’t may be quickly forgotten.
The good news? Even small shifts in your loyalty, technology, or promotional strategy can make a big difference.
👉 Download the full 2025 Consumer Survey Report here
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