Telling a Better Story About C-Store Jobs

Telling a Better Story About C-Store Jobs

April 2024   minute read

By: Ben Nussbaum

Why don’t more people want to work in the convenience industry?

The NACS/Coca-Cola Retailing Research Council recently released a new report titled “Convenience Industry Action Plan for Becoming an Employer of Choice.” The report highlights how, for convenience stores, a small pool of candidates is a big problem.

In another sign (if you needed one) of how massive our industry is, a full 8% of respondents said they currently work in a c-store or have in the past, while 9% would be interested in working in a c-store. That means 83% of respondents would take a pass on working at a c-store.

The report highlights opportunities to change negative perceptions. For example, concerns about team member safety are keeping some people out of the c-store labor pool. These can be addressed. Look for detailed insights about this report in the May issue of NACS Magazine. You can download the report at

“64% of the people surveyed agree that customers are generally kind and appreciative toward people who work in c-stores.”

Separately, a recent NACS survey dove into various perceptions consumers have toward c-stores, including jobs in convenience retail. You can read some of the findings in the article “What Consumers Say About Prices, Crime and C-Store Jobs.”

To whet your appetite, here are a few results:

• 82% of respondents agree that convenience stores provide good first jobs for those looking to enter the workforce.

• 64% of the people surveyed agree that customers are generally kind and appreciative toward people who work in c-stores.

• 53% feel that working in a c-store is a relatively easy job.

Jeff Lenard, NACS vice president of strategic industry initiatives, walks readers through the findings, starting on page 42. The results of the NACS survey show that there are opportunities to tell a better story about c-store jobs.

Be sure to check out our other highlights in this issue, too, with several focusing on getting ready for summer drive season. My favorite is our feature on ice cream, which starts on page 80.

I hope you’re looking forward to a great summer, packed with travelers and opportunity.

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