U.S. convenience giants lag in lunchtime sales despite food upgrades

The two largest U.S. convenience store chains, 7-Eleven and Circle K, are now trailing competitors in midday customer visits, based on a new analysis of store traffic from January through August. While most major convenience retailers reported year-over-year increases, both chains experienced declines during peak lunchtime hours.

Traffic at 7-Eleven dropped by 2.5% compared to the same period last year, and Circle K saw a 1.6% decrease. In contrast, all other chains in the study recorded gains, with Buc-ee’s leading at 7.6% growth, followed by Casey’s General Stores (5.1%), Sheetz (3.9%), and Wawa (2.7%). Even smaller operators like QuikTrip and Kwik Trip posted modest increases.

Both chains also hold the smallest share of lunchtime visits. 7-Eleven accounted for 25.7% of midday trips, while Circle K had 26%. By comparison, Buc-ee’s captured 30.8%, the highest among competitors. The data indicates that despite expanding their foodservice options, they remain less influential in the lunchtime segment than regional chains known for affordable, quick meals.

Regional competitors are outperforming the two largest operators by prioritizing food quality and consistent availability. Placer.ai observed that chains with strong food reputations, such as Casey’s and Sheetz, are attracting more customers as dining-out costs rise. Their ability to deliver convenient, budget-friendly meals appears to be a key driver of their traffic growth.

However, both 7-Eleven and Circle K have demonstrated recovery through specific promotions. 7-Eleven’s annual Slurpee Day event this year drew its highest attendance since 2019, while Circle K’s loyalty-member fuel discounts in May and August generated more visits than its Fourth of July weekend sales. These targeted marketing efforts suggest that focused campaigns can still boost foot traffic, even as broader trends favor rivals.

The results follow both chains’ recent investments in upgrading their foodservice operations to compete in the U.S. market. While their declines in lunchtime visits may signal challenges in meeting customer expectations, their ability to adapt through promotions and expanded offerings could help close the gap with faster-growing competitors.

The data highlights how regional chains, by focusing on value and food quality, are reshaping the competitive market in the convenience sector.