Home » General Mills Identifies Four Key C-Store Customer Segments

General Mills Identifies Four Key C-Store Customer Segments

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Last updated on June 13th, 2024 at 05:13 pm

No two convenience store shoppers are exactly alike, but General Mills Convenience & Foodservice has identified four distinct consumer segments, each with their own attitudes, behaviors and needs.

The segments include: Breakfast Barons, Vice Squanders, Pit Stoppers and Meals & More.

“These macro consumer segments help convenience retailers get into the mindset of the different types of consumers coming through their door,” said Amy Wolfe, consumer insights associate for General Mills Convenience & Foodservice. “By understanding the nuances of each distinct c-store consumer segment, c-stores can evaluate their product mix, merchandising and promotions in order to win each segment over.”

For the Breakfast Barons (22 percent of c-store shoppers), the report found that these patrons enjoy baked goods, granola bars and coffee, and frequently visit on weekday mornings. To win over this segment, retailers should exceed their expectations on their key occasion: weekday breakfast. Focus on variety and quality of breakfast offerings to delight them.

The Vice Squanders (18 percent) hit up their local c-store for liquor, cigarettes and lottery tickets, usually late at night during the week. Since these consumers are regularly purchasing cigarettes, they are likely to spend most of their time by the checkout counter. Maximize Vice Squanders shoppers with an exhaustive selection of alcohol and tobacco products and plan to reach them at the counter while they’re waiting for cigarette or lottery purchases.

The Pit Stoppers (38 percent) are on-the-go shoppers whose quick in-and-out trips center on gas, the restroom and the ATM, mostly during the early afternoons on weekends. Pit Stoppers are more likely to purchase cold fountain beverages and gum. To win over Pit Stoppers, start at the pump and capture their interest along their short path from the restroom to the checkout with deals on fountain beverages, gum and video rentals.

Meals & More shoppers (22 percent) are generally young customers who head into the c-store in search of meals, particularly lunch and dinner. Meals & More seek hot and fresh foods but also like to indulge in candy and salty snacks. Offer a variety of fresh, hot meal options and substantial snacks over dinner and lunch, as well as basic personal and household items for when they are in a rush, to entice meals and more customers.

About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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