18 necsema M2M Beyond Convenience: Fueling an Americana Experience Joe O’Brien, Source North America Corporation For a long time, the go-to décor for many casual dining establishments has been vintage Americana. You know the classic diner feel: You are welcomed by walls adorned with weathered signs for iconic U.S. roadways, quintessential snack and beverage advertising and retro service station branding. Old-timey lamplights, stoplights and vintage gas pumps often round out the experience. Nostalgia notwithstanding, many fuel retailers are taking a more direct approach with their marketing by aiming to inject a sense of Americana into their own brand experience. Here’s how convenience stores are pulling it off. THE JOURNEY AND THE DESTINATION For decades, c-stores have helped customers get on with their day—providing the fuel they require to complete their travels and offering a repository of essential products they need or want. Now, a new trend is emerging. Convenience stores are raising the bar to create value beyond convenience. Retailers such as Buc-ee’s, Casey’s, Rutter’s, Sheetz, Wally’s and Wawa offer the vital necessities, but they are becoming tourist attractions in their own right. Several c-store brands are expanding in territory and store count—and that is certainly fueling growth in the industry. But according to a white paper from Placer. ai, visit-per-location trends indicate that demand is growing at the store level, too. From April 2023 to March 2024, average visits per location on an industry-wide basis grew by 1.8% compared to the year prior. In particular, “destination” c-stores are seeing an increase in patronage. Placer.ai reports that Casey’s, Maverik, Buc-ee’s and Rutter’s saw visits per location increase by 2.3%, 3.2%, 3.4% and 3.9%, respectively. BUILDING A BETTER VENUE Convenience retailers are achieving growth by investing in their product offering while simultaneously elevating the traditional c-store venue. For instance, Buc-ee’s is known for its expansive fueling operation and a substantial shopping experience. Pennsylvania-based Rutter’s expanded its footprint upwards, adding a second floor to one location: “The remodel, which was met with enthusiasm by customers, provided additional seating for up to 30 diners, a beer cave and an expanded wine selection,” Placer.ai stated. With two locations in the Midwest, Wally’s is fairly new to the destination arena. Like many of the large-format retailers, Wally’s boasts abundant acreage at its fueling facilities. The company is positioning itself as the “Home of the Great American Road Trip,” providing guests a retro ’70s and ’80s experience. AS AMERICAN AS APPLE PIE Freshly prepared food is a selling point at c-stores far and wide, and quintessential American fare is a cornerstone at many destination c-stores where customers dine on brisket, pulled pork, beef jerky, fudge, pizza, burgers, chocolate milk and craft beers. Casey’s and Maverik are making a name for themselves with their breakfast offerings. Rutter’s, which originated as a dairy farm in 1921, continues to leverage its heritage, selling Rutter’s branded milk, lemonade, tea, eggnog and more. WINNING WITH SPORTS From youth soccer programs to the World Series, sports are engrained in American culture. Their power to unite people is undeniable. “The best thing about sports is the sense of community and shared emotion it can create,” sportscaster Bob Costas said. C-stores are capitalizing on this by associating their brands with teams, leagues and individual athletes. It’s hard to watch a Major League Baseball game without seeing the name of a c-store or hypermarket on a jersey, scoreboard or outfield wall. The roster of recent affiliations includes, but is not limited to: Arizona Diamondbacks—Circle K Atlanta Braves—RaceTrac Cleveland Guardians—Marathon Houston Astros—ConocoPhillips and Chevron Kansas City Royals—QuikTrip Oakland Athletics—Chevron San Francisco Giants—Chevron Louis Cardinals—Phillips 66 Numerous retailers have NASCAR or IndyCar tie-ins that leverage the connection between fuel and auto racing. Recent affiliations have included Andretti Autosport (Circle K and Interstate Truck Center), Arrow McLaren (Lucas Oil) and Rahal Letterman Lanigan Racing (HyVee). THE POWER OF AUTHENTICITY Most of the big c-store brands are engineering their connection to Americana through strategic business choices and marketing tactics. It’s worth noting that a large part of the American story is shaped by experiences in rural areas, where c-stores provide pivotal products and services and are part of the fabric of their communities. There is one surefire way to hit a home run with customers: Serve them in their time of need and do it in a courteous and friendly manner. In small-town America that’s a legacy that cannot be artificially manufactured, and thankfully, doesn’t cost c-stores anything extra to provide.
