Whether they’re at a five-star restaurant, a QSR, or your c-store, customers want convenience when it comes to their food. As c-stores claim more and more space when it comes to food destinations, retailers need to ensure they’re providing their customers that convenience.
The New Frontier: Order at the Pump
Imagine pulling in to fill up your tank and, while you're at it, ordering a hot meal or a refreshing drink – all without leaving your vehicle’s side. That’s the convenience your customers are looking for.
And why not provide them that? They’re spending a minimum of two minutes at your pumps already. While in-store sales continue to rise in c-stores, they still only account for 31.4% of total sales according to data from NACS.
What it Takes to Run
Running order at the pump starts with Express Ordering. Express Ordering can be enabled on any ordering point in-store or at the pump, and it’s where the menu design comes into play.
Having a strong menu (which can include things like grab n go, snacks and drinks - not just made to order food) is crucial to finding success with order at the pump.
In addition to Express Ordering, here are the other key components needed:
- FlexPay 6: Dispensers must have our FlexPay 6 outdoor payment terminals.
- Passport: The Passport software must be updated to v24.04 software.
Streamlining Operations
To run an efficient order at the pump operation, businesses should consider the following operational strategies:
- Know Their Needs: Each store is different. You know what your customers want most, offer them those items while they pump gas.
- Customer Engagement: For ‘order at the pump’ to work, your customers need to know what it is and how to use it. Ensure there is clear signage communicating this new offering.
- Workflow Optimization: Establish a streamlined workflow that integrates order taking, food preparation, and fuel service.
The Bottom Line
As convenience becomes a top priority for consumers, the ability to order food directly from gas pumps represents a significant leap forward in the foodservice industry. The future of convenience is here, and it’s time to fuel up with a side of deliciousness!
Learn more about Order at the Pump
* https://datassential.com/resource/2025-foodservice-economic-forecast/