4 Ways Convenience Stores Are Revamping Their Coffee Programs – CoffeeTalk

The National Coffee Association reported that out-of-home coffee consumption hit its highest levels since January 2020, just before the onset of the COVID-19 pandemic. Convenience retailers are now recognizing the importance of their coffee programs, as they are struggling to keep up with the growing demand. Major operators like 7-Eleven, Circle K, and GPM Investments have all tapped into bean-to-cup machines, ensuring freshly brewed coffee at all hours of the day.

Casey’s General Stores has spent the past 15 months overhauling its coffee program, focusing on unique roasts and blends, and offering various creamers, sweeteners, and condiments to create more artisanal drinks. The company has even named some of these concoctions, such as the Winter Delight, which combines the new French roast with French vanilla and hazelnut flavorings; or the Trailer Hitch Coffee, which mixes the Rooster’s Call blend with hazelnut, caramel macchiato, and French vanilla creamers.

Customizable flavors and add-ons are also being introduced to the coffee program. Casey’s has launched its Darn Good Coffee line, which includes eight new flavors: Casey’s house blend, 100% Columbian, French roast, “Rooster’s Call” high-caffeine roast, salted caramel toffee, light roast, decaf, and the limited-time toasted pecan blend. GPM Investments has also augmented its coffee program with add-ons like syrups, sprinkles, and powders, as well as honey and flavored syrups such as French vanilla and pumpkin spice. Nearly a third of coffee drinkers said they preferred their coffee with added flavoring, according to a 2024 report from E-Imports, an espresso business solutions company.

Affordability has long been a draw for convenience stores, and that applies more than ever to coffee programs these days. GetGo offers loyalty members a free cup of self-serve coffee on Mondays, while GPM Investments rewards customers can purchase any size cup of joe for $1.49, as well as earn a free cup of hot or iced coffee per 10 gallons of gas purchased. 7-Eleven ran an experimental promotion last April that offered a free large cup of coffee to workers from rival convenience store and restaurant chains on Long Island, New York.

With inflation rising once more, coffee discounts and promotions will continue to be an area where convenience retailers can compete with the big guys, referring to QSR chains like Starbucks and Dunkin’. Many of their stores are in rural, small towns, areas that are medium-to-low income, and these customers are looking for something that they can afford.

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