GRAND RAPIDS, MI – Consumers continue to have some misperceptions about convenience stores, but there are enormous opportunities to improve the industry’s image and grow sales, said NACS Vice President of Strategic Industry Initiatives Jeff Lenard at the Michigan Petroleum Association/Michigan Association of Convenience Stores (MPA/MACS) Spring Convention and Trade Show in his presentation, “Healthy (And Profitable) Options for C-Stores.”

Lenard examined how the industry’s current image presents a challenge in opening new stores — while more than half of consumers who welcome a new store see new jobs and more choices, those who oppose new stores see a potential decrease in property values. The end result is that convenience stores have difficulties evolving or growing into the types of stores that communities want because change is often considered threatening.

But in terms of public perception that conveniences stores only sell junk food, are they really to blame for obesity? Lenard said that they shouldn’t be, and that many other channels sell the same snacks and drinks but don’t get demonized by the community. Convenience stores, meanwhile, are also more capable of addressing such challenges. “We already are in neighborhoods and have the infrastructure and other elements in place. We can be a solution, not the perceived problem, to nutritional challenges,” said Lenard.

NACS is addressing the challenge of obesity and the industry’s misperceptions in a three-pronged approach, said Lenard:

• Closing the gap between the products and distribution channels available to retailers.
• Conducting broad outreach to garner credit for the industry for its current successes.
• Sharing successes and teaching retailers how to offer healthier options and grow their sales.

Lenard then shared more than two-dozen quick ideas for how retailers could grow their healthy options and asked retailers to continue to share their ideas.

“The only way that we will succeed is if we have a two-way conversation where we find, test and share best practices,” said Lenard.

Retailers are encouraged to share success stories by contacting Lenard at jlenard@nacsonline.com.