Looking for New Growth Strategies? Look at C-Stores!
Convenience stores (C-stores) are no longer just a lowly truck stop or much-needed bathroom break along a highway.
These retailers are a prime example of a category that has “blurred the lines” across MULO (multi-location) categories — retail, food, and service. They have incorporated technology and loyalty programs (and even online merch sales) into their marketing strategies.
Another strategy that these brands are employing to scale is the “regional takeover.”
In a recent article in C-Store Dive, Frank Bear writes:
“…I’ve seen firsthand what happens when Kwik Trip moves into a new market. In my hometown of Des Moines, they recently opened over a dozen stores seemingly overnight. Within weeks, I observed family members shift their shopping habits. They didn’t just adopt Kwik Trip; they quickly became advocates and began going there for fill-in grocery trips. Conversations on Facebook and Reddit — where Des Moines residents already showcase our quirky affinity for the local brands — rapidly began featuring Kwik Trip as a favorite.”
The other brands he calls out in this piece are Sheetz, Wawa, and QuikTrip.
C-stores comprise about 150K locations. They report more than stores, conduct more than 160 million transactions daily, and had more than $860 billion sales last year.
Whereas consumers used to simply shop at whatever C-store was closest to their drive or home, they now have access to a wide range of online data that informs their decisions—fuel prices, EV chargers, bathroom cleanliness, and even product selection. As MULO brands forge deals with C-stores for on-site dining, people may even choose to stop at locations that serve their favorite fries or beverages.
As in many categories, shoppers and diners can easily adopt “fan favorites” (as illustrated by the Kwik Trip example).
Regionalizing growth is efficient for marketing targeting and can result in economies of scale during the construction and hiring process. Media outreach is also easier when a brand expands regionally. They will not only get coverage in trade publications and national press, but they can also do highly-focused outreach and influencer campaigns within a specific geographic area.
Buc-ee’s is another brand that has “jumped state lines” to scale.
With a $50B mega-merger about to occur between Circle K and 7-11, all retailers should take a hard look at where consumers are stopping and shopping today and how they are building loyalty among their customer base.
The phrase, “Oh look — there’s a gas station!” is long gone and the Street Fight among c-stores and retailers has just begun!
To learn more about how this category will impact other MULO industries, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s headquarters in LA.
