Convenience stores are eating fast-food chains’ breakfast
Fast-food giants like McDonald’s are losing ground in the breakfast battle, as more people are grabbing their morning meals from convenience stores.
According to market research firm Circana, morning traffic to fast-food chains rose just 1% in the three months ending July 2025. In the same period, “food-forward” convenience stores—places like Wawa, Sheetz, and Casey’s—saw visits jump 9%.
Why convenience stores are winning
For years, fast-food restaurants have tried to dominate the morning rush with affordable and unique breakfast items. But convenience stores are quietly reshaping the game by offering:
- Fresh, made-to-order meals like sandwiches, burritos, and salads.
- Quick grab-and-go options such as coffee, smoothies, protein shakes, or bananas.
- Value appeal, with customers feeling they’re getting more for their money compared to rising fast-food prices.
Prepared food has become a lifeline for convenience stores, especially as sales of gasoline, tobacco, and lottery tickets decline. In fact, the c-store foodservice industry hit $121 billion in sales in 2024, according to NACS.
Fast-food breakfast slump
McDonald’s, the leader in quick-service breakfast, has been hit hardest. Its morning visits dropped from 33.5% of total traffic in 2019 to 29.9% in 2025, according to Placer.ai. Rising menu prices and tighter household budgets are also pushing many consumers to either skip breakfast or eat at home.
McDonald’s has responded by adding breakfast items to its Extra Value Meals—like a Sausage McMuffin with Egg, hash brown, and coffee for $5—to win back customers. But experts say fast-food chains are now looking to convenience stores for inspiration, flipping the script on who sets the trend.
The growing appeal of c-stores
Convenience stores are expanding rapidly. Wawa, for example, plans to open up to 100 new stores a year, aiming for 2,000 locations by 2030. Surveys also show that more Americans now see c-stores as a real alternative to fast-food:
- 72% of consumers in 2025 said they’d choose a c-store over fast food, up from 45% just two years ago (Intouch Insight).
- Nearly half of c-store breakfast buyers said they skipped a fast-food stop to eat there instead.
The bottom line
Consumers still care most about quality and variety, and convenience stores are delivering. With broader menu choices, fresh food, and growing trust from customers, c-stores are reshaping America’s breakfast habits—leaving fast-food giants scrambling to catch up.
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