Hard-boiled eggs, grapes, hummus, cheese, yogurt and packaged sandwiches and salads are all now standard convenience store fare in 2025, and the demand for better-for-you options is only growing.

Forty-five percent of respondents in NACS’ latest Convenience Voices survey said they would shop at convenience stores more frequently if they were offered higher quality and fresher food. Almost 30% of c-store customers said they planned to buy food elsewhere within 30 minutes of leaving the site—10.3% of them cited their reason as being “there are not enough healthy food options available for me at this location,” and 9.8% reported “the food here is not fresh enough.”

“Fresh food is the draw for c-stores now and it’s a trip driver for many customers,” said Danielle McMiller, vice president of marketing at Structural Concepts, a manufacturer of temperature-controlled display cases. “C-store food selections continue to evolve. As customers seek better-for-you, fresh food options and quality prepared meals, it’s critical that retailers evaluate how they’re merchandising those products.”

Expectations for food are changing, but human nature isn’t. Shoppers looking for healthy grab-and-go food still eat with their eyes, so being strategic about merchandising commissary and fresh food items will lead to more purchases and bigger baskets.

Drilling Down to the Details

According to a study conducted by Structural Concepts and data consulting company Kantar, customers are 50% more likely to buy items from an open cooler versus a closed-door cooler, while also spending 10% less time (or around 15 seconds less) in front of the open cooler, even when the items in each are the same. In the study, participants also spent $1.23 more (11%) when shopping from an open cooler.

Additionally, in a store with both cooler options, 63% of participants gravitated to the open cooler first. Participants said the open coolers were easy to shop and provided easy access to products as a reason for choosing it first over a doored cooler.

“Central islands and open coolers are visually appealing and can catch customers’ attention more quickly, and also allow customers to look at more product options in less time,” said McMiller. “That can lead to more purchases, especially for the c-store customer who is conscious of time.”

McMiller also encouraged retailers to create a “food wall” that consumers see when they enter the store to immediately capture their attention. Place high-margin items at eye level where consumers will look first to boost their interest in these products.

It’s also critical to avoid empty spaces. “Keeping coolers and shelving well stocked signals to consumers that the food is fresh, which is especially important in the grab-and-go category,” she added.

An empty cooler or one that’s haphazardly arranged can put customers off. “You have to keep it full with something—even if you are running low on sandwiches and you aren’t planning to replace them, you can fill that space with water, for example,” she said. “Cross merchandising can help build baskets by pairing grab-and-go prepared food with complimentary products, such as sides or beverages.”

Using a variety of colors and packaging designs can also create a more dynamic display that’s appealing to customers, McMiller said. “A robust display with colorful packaging that has an intentional design flow is more welcoming, dynamic and shows the consumer that your store and brand is on trend instead of generic. That signaling can help drive loyalty and demand for your products.”

Saving Space and Boosting Sales

The average convenience store is 3,289 square feet, according to the NACS State of the Industry Report® of 2023 Data. Making the most of that space is paramount.

“It is important to optimize displays from top to bottom—not only inside the display itself but by using the space around it,” said McMiller. “Use the top, use the front, use the sides and every inch of space around the unit so that you’re really drawing in the customer and maximizing the opportunity to sell from more than just the fixture itself.”

Operators can display chips, packaged sweet snacks and other complimentary ambient items that “create a full meal and allow the chance to upsell,” said McMiller. Undercounter coolers also capitalize on underutilized space and create the opportunity for impulse purchases before checkout.

“A customer might make their way straight to the counter for items merchandised behind the counter, where they’ll also find a cooler of drinks or snacks like fresh fruit cups. The coolers allow operators to get the buyer’s attention on the way in and on the way out,” McMiller added.

Undercounter units can be effective in multiple areas of the store, including checkout counters and kitchen or meal prep counters.

Structural Concepts has also seen end cap units, which can drive impulse purchases, be successful with retailers it’s worked with. “We have helped several retailers optimize fresh food sales by placing multiple end cap merchandisers throughout the store to capture impulse sales within different shopping patterns,” said McMiller. “One particular retailer uses one end cap to spotlight its in-house, fresh-made products and another to offer branded snack items. The coolers are in separate locations, with one being close to the check out to capture last minute purchases.” She also noted that end caps can be good fixtures to utilize for seasonal or event-based promotions or for partnering with CPG brands who can use the space to run their own promotions.

Combination hot and cold storage units also help provide function while saving space, as can units on wheels that can easily be reconfigured as necessary.

“We make sure that our products give operators a footprint that allows them to enter into different foodservice categories, whether it’s hot, cold or ambient, all within their space parameters. Combination cases, for example, are key to that,” said McMiller. “You don’t need to take up a huge amount of space for a display—you can put smaller displays in multiple locations or in key locations where traffic is and maximize your sales. The equipment, when utilized strategically, gives operators the opportunity to provide all kinds of foodservice.”