Smartest C-Store Investment: Employees

As convenience stores (c-stores) have transitioned into foodservice destinations, frontline employees are more crucial than ever. Running a successful food program can be fast-paced, physical, and demanding. Tight spaces, time-strapped customers, recipe adherence, waste control and food safety are just a few of the pressures. Today we will be exploring how to nurture employee retention and attract compatible employees that can keep up with the c-store transformation.1

1. An Evolving Labor Landscape

The role of employees in c-stores has changed dramatically as the industry has shifted toward foodservice. No longer limited to basic retail tasks, today’s c-store workers are expected to bring a wide range of skills, including culinary skills, customer service excellence and digital fluency. As foodservice becomes a key differentiator, operators must rethink hiring, onboarding and career development to meet these higher demands.1

  • New Demands on Staff: As operators add made-to-order kitchens, all-daypart menus and premium offerings, they’re asking more of their teams. They need a higher level of skill, engagement and support to deliver quality and consistency across all shifts.1
  • Morale Boost, Business Boost: While consumers often view service as less important in c-store foodservice, many employees believe that positive morale, autonomy, and familiarity can encourage customers to pay more or visit more often.2

2. Top C-Store Labor Challenges

Hiring and retaining skilled employees is a constant struggle for c-stores, and with store associate turnover averaging 141%,2 negative perceptions like safety concerns, inflexible schedules and perceived low status still deter potential workers. And without clear career paths or proper training, retention rates won’t improve.3

  • Wage Increases Aren’t Enough: Wage increases alone have not solved the retention issue. For example, despite a near 70% increase in hourly wages for store-level associates over the past decade, turnover rates have not significantly improved.3
  • Competing for a Limited Pool: C-stores are competing for a limited pool of job seekers, making it crucial for them to stand out as desirable employers.3

3. Lessons From Top C-Store Employers

Leading c-stores like Sheetz, Spinx, and Dash In excel in employee engagement and retention, earning spots on Fortune’s “Best Places to Work in Retail” list. These retailers invest in training, career advancement and employee empowerment, setting themselves apart and attracting top talent.2

  • Investing in Employees Pays Off: These retailers show that foodservice excellence begins with engaged, empowered, and well-trained employees. They’ve demonstrated that investing in employees creates a competitive advantage by reducing turnover and increasing service quality.1
  • Pay Boosts as Part of the Strategy: Rutter’s, a leading C-store, has raised its starting wages to $18 per hour, highlighting how pay boosts can be part of an overall retention strategy.4

4. How Operators Can Become Employers of Choice

C-stores must take a holistic approach to attract and retain employees. This includes structured onboarding, ongoing training, clear career pathing, and prioritizing employee safety and morale. By fostering an environment that supports growth, operators can reduce turnover and enhance service quality.

  • Managers are Key to Retention: Managers play a significant role in employee retention. Stores with better manager training tend to have lower turnover rates, as manager turnover strongly correlates with frontline turnover.3
  • Proper Training = Higher Job Satisfaction: C-store employees who receive both formal and on-the-job training report nearly three times higher job satisfaction, leading to increased retention and better operational consistency.3
  • Addressing Safety Concerns: Addressing safety concerns, especially among women, is essential to attracting and retaining employees. Implementing de-escalation training and clear procedures for handling difficult situations can boost morale and retention.3

As c-stores continue to grow and innovate, investing in their workforce will be essential for maintaining a competitive edge. By learning from industry leaders and tackling common labor challenges, operators can build a motivated, skilled team that drives success in every aspect of their foodservice offerings.

1Technomic C-Store Foodservice Digest Q3 2024

2NACS State of the Industry (SOI) Compensation Report of 2022 Data

3NACS/Coca-Cola Retailing Research Council (NCCRRC), Convenience Industry Action Plan for Becoming an Employer of Choice, February 2024

4C-store Dive, Rutter’s targets employee retention with $18 minimum wage, January 2024

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