New Vontier Consumer Survey Reveals Summer Roadtrippers Will Pay More, Drive Farther For Preferred Stops
Almost 60% of drivers would pay a markup on convenience store products if it meant making just one stop; nearly 80% are willing to drive out of their way to visit their preferred store, even if it means passing other options
The convenience premium
The survey found that almost 60% of all respondents would be happy to pay a markup on convenience store products if it meant making only one stop. On average, American consumers are open to a 10-11% price increase for items like made-to-order meals and snacks, and as much as a 9% increase for household essentials if it meant cutting out multiple stops on their journey.
This willingness to pay a premium for convenience is particularly interesting in light of ongoing concerns about rising food prices and the cost of basic goods and services in the
With half of Americans visiting convenience stores at least once a week, this willingness to pay more for convenience is not just a vacation road trip splurge, but a purchasing decision that’s being made frequently.
The products and services that matter
Sixty-one percent of respondents say they have a favorite convenience store and nearly 80% are willing to drive out of their way to visit their preferred store, even if it means passing other options. The survey also revealed that a significant portion of respondents (almost half) would be willing to delay a restroom break to ensure they could shop at their preferred store. Forty-three percent said they would risk driving on empty to get to their preferred store.
In a show of changing consumer behavior, tastes, and expectations, 62% of respondents said they have gone to a convenience store specifically for food and one-third said they go to convenience stores for hot, fresh restaurant-style food. Forty-seven percent said they have chosen convenience store food over other nearby options.
Convenience stores are not only hot new dining destinations, but they are also incorporating new technologies and services to drive productivity and meet consumer demands. Sixty-two percent of respondents said they value mobile ordering during the purchasing process. Seventy-three percent said they appreciate it when a convenience store offers additional services (e.g. car washes). Nearly half of Americans wish there was at least one charging station at every single convenience store.
"The landscape of convenience stores is undergoing a significant transformation," says
About
View source version on businesswire.com: https://www.businesswire.com/news/home/20240701301496/en/
Nicole.beck@vontier.com
cheslea.nolan@antennagroup.com
Investor Relations Contact:
Ryan.edelman@vontier.com
Source: