C-Store Strategies Shift From Price to Distinctive Menus

Convenience stores are leaning harder into menu uniqueness as the channel’s definition of value evolves beyond price, according to Datassential’s Convenience Store Review report.

Uniqueness ratings at c-stores rose to 45% in 2025, marking the second consecutive year of gains. Desserts and pizza stand out as the most distinctive categories on c-store menus, posting uniqueness scores of 53% and 48%, respectively — well ahead of staples like sandwiches and non-alcoholic beverages.

Consumer perception reinforces that trend. According to Datassential’s C-Stores report, 29% of consumers say uniqueness at their favorite c-store is getting better, compared with just 6% who say it’s getting worse. That positive sentiment has strengthened over time, with the share of consumers saying uniqueness is improving up 3 percentage points in 2026 compared with 2023.

The shift is anchored in a fundamental change in value perception. The correlation between price point and perceived value fell to -0.43 in 2025, continuing a year-over-year weakening trend. Shoppers are increasingly evaluating c-store purchases on factors beyond cost, giving operators latitude to invest in more distinctive offerings.

What’s more, uniqueness isn’t suppressing demand. The correlation between uniqueness and purchase intent remains weak at -0.18 — meaning bolder, less familiar LTOs aren’t factoring much into consumer interest. 

“Uniqueness is not hurting purchase intent with no strong correlation, leaving room for innovation,” the report noted.