C-stores, not rival chains, are QSRs’ chief threat — and hospitality is the defense

What happened

At the FS/TEC conference, Rich Shank of Technomic argued that quick-service restaurants' main competitor in 2026 is the convenience store. C-store operators are intentionally expanding foodservice and redesigning stores to resemble quick-service restaurants, and consumers are increasingly comfortable getting prepared food and beverages there.

Why this matters

C-stores are not small, incidental competitors anymore. According to the figures Shank shared, 95% of C-store operators identify foodservice as a strategic priority and 80% call it vitally important to overall store success. That means substantial capital and attention are going toward prepared food offerings, store experience, and technology—areas that directly overlap with QSR strengths.

How C-stores are competing

Several chains are adopting QSR-style layouts and technology. Examples named include QuickChek, Dash In, and Sheetz, which are introducing sleek interiors, kiosks, self-serve areas, and self-checkout. The result is a store experience that can satisfy on-the-go shoppers while matching many functional expectations customers have for limited-service restaurants.

What consumers think and do

Consumer perception has shifted: 68% of consumers now believe C-stores are just as capable as restaurants at offering fresh, quality food and beverages. Convenience remains crucial, but the ordering channel also affects satisfaction and loyalty:

• Ordering with staff yields average satisfaction and loyalty metrics around 58%.

• Third-party ordering falls to 51% satisfaction.
• Kiosk orders register about 49% satisfaction.

These numbers show that removing the human element—moving to third parties or kiosks—can lower customer satisfaction.

Practical implications for QSR operators

C-stores are competing on convenience, price, design, and tech. That means QSRs must sharpen the areas where they retain an advantage: hospitality and staffed service.

• Lean into staffed ordering where it matters. The data shows customers still prefer interacting with staff at limited-service restaurants. Promoting staff-assisted lanes or times with visible hospitality can sustain satisfaction and loyalty.
• Use technology to support, not replace, human contact. Apps and kiosks still serve a role, but QSR tech should reinforce brand identity and make staff interactions smoother rather than fully substituting them.
• Revisit store design and speed-of-service. If C-stores win by combining convenience with higher-quality prepared food, QSRs must keep pace on speed and presentation without sacrificing hospitality.

Bottom line