But to the extent that QSRs are
adopting c-store tactics, a more
important question remains: Is the
strategy working? Just t wo months
into its all-day breakfast initiative,
the answer for McDonald’s was a
According to NPD, among those who purchased
McDonald’s breakfast items beyond its traditional
breakfast hours, one-third had not purchased
from the chain prior to its all-day breakfast
launch. “This preliminary review of McDonald’s
all-day breakfast offer suggests consumers are
receptive to ordering McDonald’s breakfast foods
beyond traditional breakfast hours,” said Bonnie
Riggs, NPD restaurant industry analyst. As a
result, don’t expect their strategy and those of its
QSR competitors to change any time soon.
“I think it is here to stay,” Pracht said. “The
concept of a convenience retailer having the luxury
of choosing its competition as only being other
convenience retailers is not reality.” However, that
doesn’t mean it will become an “If you build it, they
will come” proposition.
“QSR efforts to encroach upon the c-store
space will depend on the QSR’s understanding
With their BOGO offers, healthier offerings and even
grilled hot dogs (from a hamburger QSR), if it looks
like QSRs are stealing from the c-store playbook, you’re
right, said Andy Jones, president and CEO of Sprint
Food Stores, during his presentation at this year’s NACS
State of the Industry Summit in April.
According to Jones, here are just a few of the c-store-
like offerings now available at QSRs:
• Price multiple offerings: While c-stores have
long offered multiple purchase promotions (i.e.
2 chips for 2 bucks, 2 drinks for 3 bucks, etc.),
QSRs are now joining in, with McDonald’s offering
“McPick2 for $2,” Wendy’s joining in with its “Get
More with 4 for $4,” and Burger King promoting its
“ 5 for $4” offering.
• Healthier offerings: C-stores have made great
strides by focusing on better-for-you food items.
Meanwhile, QSRs (and some fast casuals) are joining in, with Taco Bell, Subway, Panera, Pizza Hut,
Chipotle and Noodles & Company all saying good
riddance to artificial ingredients, while McDonald’s
and Taco Bell are promoting cage-free eggs.
• Millennials: QSRs have set their sights on the
favored c-store demographic—the millennial—with
offerings and promotions that speak to their
on-the-go, always-connected lifestyle (see Taco
Bell’s “Live Mas” campaign and the introduction
of alcohol at several urban locations). Meanwhile,
other QSRs are targeting the millennials need for
heat: see KFC’s New Nashville Hot Chicken, Carl’s
Jr.’s El Diablo burger, and Taco Bell’s Fiery Ghost
“THE CONCEPT OF A CONVENIENCE
RETAILER HAVING THE LUXURY OF
CHOOSING ITS COMPETITION ... IS NOT REALITY.”