DURHAM, N.C. – From quick service to full service and at every stop in between, convenience stores are finding sandwiches bring in lunchtime profits, QSR Magazine reports.

Convenience stores and grocery stores give QSRs and fast-casual outlets plenty of competition. The days when eating sandwiches from gasoline stations were a joke (think "National Lampoon's Vacation") are over: convenience stores that serve sandwiches rake in an annual average of $18,000 per store from the fare, according to NACS.

Having quality sandwiches on convenience store menu boosts the bottom line and brings in a wider variety of customers. "The challenge for convenience stores is that there is an absolute quantum difference between being a retailer and being a restaurant, and if you're selling sandwiches, you're a restaurant. There's a different mindset," said Jeff Lenard, NACS spokesman.

To create mouthwatering selections, some convenience stores tap a chef or foodservice operator for assistance. Four of the 35 NOCO Express convenience stores with headquarters in Tonawanda, New York, joined with a local New York restaurateur, Charlie Roesch (aka "Charlie the Butcher"), to beef up their sandwiches. Roesch passed along the secret to assembling his signature sandwich, "Beef on Weck," to the chain. The carved roast beef on a kummelweck roll also appears on the menu at Wegmans Food Markets.

Last April, NOCO also began its own fresh sandwich program in 20 of its units, with expansion plans to the other 15 later this year. From a central commissary, NOCO prepares its own sandwiches.

Consumers want fresh food "with the perceived healthiness of freshly made sandwiches versus packaged stuff from the wholesaler that's shrink-wrapped and good for 30 days. We're trying to get away from that," said Terry Messmer, NOCO's merchandise manager.

Brentwood, Tennessee–based convenience-store chain MAPCO Express Inc. recently launched its Grille Marx concept at 11 of its 500 units. The made-to-order menu has BLTs, chicken sandwiches, cheesesteak sandwiches, burger and subs served on a variety of breads, such as Kaiser rolls, ciabatta, focaccia and pita.

"The majority of what we sell is ordered from the touchscreen order machines and is made to order," said Paul Pierce, MAPCO's vice president of marketing.

The NACS "Ideas 2 Go" video program featured NOCO's foodservice offer in 2007 and MAPCO's program in 2006. DVDs of the complete program were distributed to retailers in the Decemeber 2006 and January 2007 issues NACS Magazine.