CFVG ALLY SUPPORTERS
Meeting Consumer Demands in Modern Eating
Badaracco delivered a presentation entitled “Everyday Health, Real Life: How Convenience Stores Fit into Modern Eating,” highlighting the motivations and lifestyle habits that contribute to today’s food trends. Badaracco is a former criminal investigator who took a sharp reroute in her career path into culinary arts to become a certified nutritionist.
As a “natural pattern recognizer,” Badaracco employs a unique approach rooted in military intelligence and chaos analytics to examine sales patterns, surveys, competitive intelligence, economics, research reports, and behavioral research. This comprehensive approach allows her team to get beyond what’s trending, exploring why trends emerge and where they are headed next.
“Consumers shop by health goals and dayparts…So, the same mom who is on the go and getting to work in the morning could also be later going to the gym. The same human can be two different groups or three different groups, so it’s not a clear division.”
Progressing into flavor trends, she noted that inflation is causing shifts in motivation for spending and eating. Across all populations, food profiles are evolving with bold, spicy, swicy (sweet + spicy), swangy (sweet + tangy), salty, and smokey topping the list. Depending on the driver, some seek the familiarity of nostalgia and comfort while others prefer a leap into the unfamiliar.
Badaracco explained that the desire for high protein spans all health goal categories, especially with GLP-1 users. Product ingredients emphasizing long-term health benefits are also important, including healthy fats, plant-based, lean, and functional items. She suggested offering strong breakfasts that tick those boxes as well as “mini meals” to satisfy all the shopping categories.
“Consumers can only tell you what they did yesterday. They cannot tell you where they’re going to be in 18 months, which is actually where you need to be, right? Also, they can’t answer questions about a trend they don’t know exists. So, when we’re talking to our clients about a trend that’s about to exist, you can’t find that in a survey. You have to look at the drivers.”
Protein-Focused Menu Development and Labeling Strategies
After the presentation, CFVG members and guests had several questions for Badaracco on execution and consumer choice. A clear trend that was top of mind was protein. Jenna Mesirow, senior category manager at Loop Neighborhood and guest of Loop Neighborhood’s Brandon Frampton, described her company’s approach to highlight the amount of protein in products in signage and marketing. Derek Thurston, director of foodservice at Cliffs Local Market also noted the success they have found with the female demographic when marketing protein. Badaracco and Poye both encouraged benefit-focused messaging. Wes Stone, CEO of Ultimate Sales, and Shultz Hartgrove, El Presidente of Tres Picosos, Inc., both shared how protein products have been on the shelves for a long time, but now with even higher amounts being called out on the product packaging to appeal to those seeking them. Badaracco also suggested emphasizing protein in fresh food items to alert customers to those options beyond packaged protein items.
“Our focus as a company is just fresh. We want to be fresh. When you walk in that store, we want you to know that we’re fresh.”
Final Reflection
The path forward for convenience retailers is evolving: design foodservice around how people live, eat, and move through their day. Protein-forward, craveable, and authentic options that flex across dayparts and budgets can ultimately outperform trend-chasing or rigid health labels. In other words, convenience foodservice should focus on the underlying drivers of behavior to stay relevant.
Suzy Badaracco Video Presentation
Suzy Badaracco Presentation (PDF)
KEY TAKEAWAYS
- Modern shoppers organize their food decisions by health goals and dayparts, with the same individual potentially representing multiple consumer groups throughout a single day.
- “Healthy-focused” labeling can alienate Gen Z and Millennial males who prefer “clean” messaging while younger generations show greater willingness to try creative offerings from convenience stores without the stigma of "gas station food," requiring careful consideration of how wellness messaging and innovation are presented to different demographics.
- Protein-focused products appeal to multiple consumer segments including diabetics, fitness enthusiasts, and weight-conscious shoppers, making high-protein, lower-calorie options a more strategic investment than GLP-1-specific offerings, with retailers finding success highlighting protein amounts in signage, marketing, and fresh food items.
- Retailers should offer benefit-focused messaging that emphasizes protein content on fresh food items beyond packaged products, helping customers identify these options throughout the store.
- Financial constraints are driving consumers toward snacking over traditional meals, creating demand for substantial "mini meals" that feel more filling than conventional chips and candy, requiring retailers to reposition healthier snacking options to meet these evolving needs.
- Multi-state operators face significant challenges in standardizing food offers across diverse markets with different regional taste preferences, price expectations, and heat tolerances. Local customer preferences should influence customization from spice levels, ingredients, and packaging for the same menu item.
- Current flavor preferences emphasize bold, spicy, swicy (sweet and spicy), swangy (sweet and tangy), salty, and smoky profiles, with product ingredients focusing on long-term health benefits including healthy fats, plant-based options, lean proteins, and functional items.
- Authenticity demands genuine storytelling with regional naming and actual ingredients from specific areas, as globally aware consumers will hold retailers accountable for inauthentic or incorrectly prepared items, while nostalgic offerings can appeal to older generations if executed properly.
- Strategic product development increasingly involves mining loyalty program data, emphasis on quality ingredients in private label items, benefit-focused messaging, and working backward from items that draw younger consumers into stores rather than chasing trends or imitating competitors.
Contact info@vgnsharing.com if you’d like the meeting transcript.
Notable and Quotable
“The COVID effect is really important because it really redefined how people are developing food, the types of food that they want, and even how we eat in general has shifted significantly in the past six years.”
“I do think the younger generation is more creative and willing to take risks. I think they’re not afraid of gas station food. It doesn’t matter if the pizza came out of our convenience store or a Pizza Hut or something similar down the road.”
“I do have “Bubba” as our primary guest where our kind of stores are located and trying to figure out what healthy alternative we can [offer] that will be popular. It’s something that I’ve been working on for a pretty good plan for 2026 to see what can push.”
“So, we’re convenience stores, right? And so, when you think about food for convenience stores, the reason we have meal replacement bars and some of these other things is because we’re a convenience store. I can see restaurants, maybe they have to address GLP-1s, but we address GLP-1s in the other parts of the store. Schultz [Hartgrove] and I have been selling protein bars since the early 90s, and the person that would go to [convenience store] in Virginia would get a fried chicken and he’d put his protein bar in his pocket because it’s a convenience store.”
“Going back to product development. We’re taking a different approach to it. We’re always going to have the “Bubbas” in the stores, so we’re really focusing on how to get those Gen Z consumers into our stores. So, we’re actually working backwards.”
“Spend more time researching a trend’s longevity and trajectory, than worrying about what your competitors are doing. After all, they may be idiots.”
“When our new product development is just as clean a food as we can possibly get or it tastes better, we think that it performs better because you’re not going to have to manipulate it so much. And, we’re hoping that it resonates with the consumers out there. I think that’s where the flexibility of flavor and addressing some of these dietary things can intersect.”
CFVG Members
Ryan Blevins, Vice President of Sales and Operations
Fresh Stop
Ryan Blevins is an award-winning Executive Culinary Strategist with over 20 years’ experience managing the full cycle of culinary product development across various sectors of the Food and Beverage industry. He is currently the Senior Vice President of Sales and Operations for Fresh Stop where he is pioneering transformative strategies proven to drive traffic, sales, and profits. Prior to Fresh Stop, Ryan spent many years in QSR, fine and casual dining leveraging competitive menu positioning and consumer insights to create unparalleled, craveable experiences, directing processes from ideation, testing, and analysis through launch. He has worked in kitchens all over the world including places like Italy, Thailand, South Korea and Saudi Arabia. He is a father of Daniel and Heather and husband to Isabel.
Jon Cox, Vice President Fresh and Own Brands
McLane Company, Inc.
Jon Cox is vice president of retail foodservice for McLane Company, Inc., one of the largest distributors in America serving convenience stores, mass merchants, and chain restaurants. Jon leads McLane’s foodservice strategy for its retail customers, driving innovation and helping customers implement programs tailored to their specific goals.
Jon oversees the McLane Fresh team, which manages the McLane Fresh suite of foodservice programs including Cupza!, McLane’s award-winning beverage program, Central Eats, fresh grab-and-go products for all dayparts, and the groundbreaking freezer to oven program, Prendisimo. Jon also led development and launch of McLane’s Innovation Kitchen, a full-scale c-store showcase for customers to explore the latest in foodservice menu and equipment innovation.
Jon joined McLane in 2023 and has more than 25 years of extensive leadership experience across retail, grocery, and convenience store organizations including Giant Food, HEB, Target, and Sears Holding Corporation. Prior to McLane he served as chief merchandising officer for Giant Eagle’s subsidiary Getgo Café + Market and WetGo.
Heather Davis, Senior Director of Food Service
Parker’s Kitchen
Heather Davis serves as the Senior Director of Food Service at Parker’s Kitchen, where she drives operational excellence and enhances customer loyalty through innovative leadership and a commitment to quality. In this strategic role, Heather oversees food service operations across over 100 locations, ensuring alignment with corporate goals while delivering outstanding quality and customer satisfaction.
Heather is committed to culinary excellence, working alongside her team to refine menu offerings and analyze performance for profitability. She plays a key role in adopting advanced technologies to drive operational efficiencies and enhance customer the experience.
She has successfully led the launch of new menu items such as Parker’s Fried Chicken Tender Sandwich and has expanded grab-and-go offerings to include fresh salads, sandwiches, and desserts.
Parker’s is known for its technologically driven efficiencies, and Heather has worked with the Parker’s Technology team to implement the innovative SmartKitchen, which allows Parker’s Kitchen to predict food demand, keeping food fresh and stocked for customers while reducing waste. Additionally, she served on the team that rolled out customer-facing ordering kiosks to Parker’s Kitchen locations.
Recognized for her leadership skills, Heather mentors a high-performing team, fostering a collaborative and results-oriented environment. Her commitment to compliance and food safety ensures that all operations meet or exceed industry standards.
Prior to joining Parker’s Kitchen, Heather held operational leadership positions within the food service industry, where she developed a deep understanding of consumer behavior and market trends.
Heather is passionate about delivering exceptional food experiences and positioning Parker’s Kitchen as a leader in the industry. She was recognized as a TWIC Rising Star by Convenience Store News in 2021.
Todd Fangman, Sr. Foodservice Mgr
Wills Group (Dash In)
I am the Senior Foodservice Manager at Dash In, where I oversee supply chain strategy and lead menu innovation. Prior to joining Dash In, I served as Director of Culinary for a restaurant group, overseeing P&L performance, menu development, and chef leadership across multiple brands and states. I specialize in building and retaining strong teams, disciplined cost management, and developing craveable menus that are operationally scalable.
Brandon Frampton, Director of Fresh Food
Loop & Poppy
Stephanie Galentine, COO
Lassus Bros. Oil, Inc.
Stephanie Galentine, Chief Operating Officer at Lassus Brothers Oil, Inc., has been a part of the company since 1995. Her career in the convenience and fuel retailing industry has been marked by her diverse roles and her unwavering focus on people. Whether it's through training, professional development, or fostering a culture of servant leadership, Stephanie firmly believes that the well-being of individuals is the cornerstone of all successes.
Stephanie's commitment to servant leadership extends beyond her professional relationships. She actively participates in her parish and dedicates time to volunteer work and fundraising for the local community. Married with three sons, she treasures the moments she spends with her family, cherishing quality time as often as possible.
Shultz Hartgrove, President
Tres Picosos, Inc.
Shultz Augustus Hartgrove III, President
Shultz A. Hartgrove III is the President of Tres Picosos, leading the Company's mission to revolutionize Mexican food options in the retail sector. Established in Denver, the Company offers a diverse range of Mexican cuisine, from packaged burritos to fully cooked proteins, sides, and salsas.
Under Shultz's leadership, Tres Picosos has grown significantly, serving over more than 5000 convenience, grocery, and foodservice retailers across 49 states. His strategic vision and operational expertise have propelled the Company to the forefront of the industry, catering to the evolving tastes of consumers nationwide.
With extensive experience in retail and non-traditional channels, Shultz has achieved record sales and operational efficiency in previous roles. He served as Senior Vice President of Channel Development at Einstein Noah Restaurant, where he revolutionized the non-traditional platform, achieving significant sales milestones.
Shultz's career also includes senior leadership roles at Quiznos Sub and Nature's Bounty, where he drove sales growth in convenience and non-traditional channel segments. In 1994, Shultz founded Brand Management, specializing in consumer packaged product introduction. He relaunched the company in 2014, incorporating franchise development strategies to innovate the restaurant industry.
Barbara Kessler, Marketing Director
CrossAmerica Partners
Barbara Kessler brings decades of expertise in the food, beverage, and convenience retail sectors, with a proven track record of driving innovation and growth in foodservice. As Senior Director of Food and Beverage for The Wills Group, Barbara oversees the strategic development of Dash In's foodservice offerings across the Mid-Atlantic region. Her leadership has been instrumental in elevating the brand's culinary program, crafting modern menus, and redesigning retail concepts to meet evolving customer expectations.
Barbara's passion for innovation aligns with the mission of CFVG to reimagine the role of foodservice in the convenience channel. She is deeply committed to knowledge sharing and collaboration, believing that cross-functional partnerships and bold ideas are essential to shaping the future of convenience foodservice. A recognized industry leader, Barbara was honored as a 2022 Top Women in Convenience, Senior Leader Level.
Through her work, Barbara continues to champion excellence in foodservice, creating memorable guest experiences while delivering measurable results for her organization and the industry at large.
Kris Klinger, VP Auxiliary Services
Boston University
Kristian Klinger, Vice President, Auxiliary Services began his tenure at Boston University in October 2022. Kristian has more than 30 years of experience in hospitality and auxiliary services. He spent the previous two plus years as Senior Associate Vice President of Auxiliary Services at Syracuse University. In this role, he oversaw operations in Food Services; Housing, Meal Plan, and I.D. Card Services; Parking and Transportation Services; Drumlins Country Club; Minnowbrook Conference Center; the Sheraton Syracuse University Hotel and Conference Center; the Lubin House; the Syracuse University Campus Store and Trademark Licensing.
Prior to joining Syracuse University, Kristian spent 11 years as Assistant Vice President within the University of Southern California’s (USC) Auxiliary Services department. While at USC Kristian also taught an introduction to foodservice class that was part of a Master’s in Dietetics program through the USC Davis School of Gerontology. Kristian earned his EdD at the USC Rossier School of Education, his MBA at the USC Marshall School of Business and holds a bachelor’s degree in German and International Relations from the same university. Kristian is a veteran of the United States Marine Corps where he proudly served our country as an air traffic controller.
As Vice President for Auxiliary Services, Kristian and his team below have oversight and leadership responsibilities of Food Services and Convenience Stores, Housing, Parking and Transportation, Events & Conferences, Agganis Arena, Fitness & Recreation Center, Barnes & Noble @ BU, Vending Services and Trademark and Licensing. As Auxiliary Services touches nearly every aspect of University life, Kristian and his team collaborate with other campus and community leaders to advance a number of key initiatives in an effort to enhance the living and learning experience for the University’s diverse student population.
Jac Moskalik, VP of Food, Innovation and Strategy
Global Partners, LP
Passionate and strategic foodservice executive with 25+ years of experience in marketing, food service, category management, operations, supply chain and sales for both retail and distribution. Proven track record on financial deliverables in leadership with demonstrated expertise in P&L management. Possesses strong interpersonal, analytical, negotiation and communication skills.
Stephen Skidds, Director of Fresh Foods and Culinary
Nouria Energy
As a Director of Fresh Foods & Culinary at Nouria Energy, Steve leads the development and execution of the food service strategy for +330 convenience stores across 8 states, with over 23 years of experience in category management and brand merchandising, he has a deep understanding of the consumer behavior, market trends, and competitive landscape in the convenience retail industry. His driving focus is to deliver exceptional value and quality to enhance the customer experience, while driving growth through innovation and technology.
His previous roles include Director of Food Service with EG America in addition to multiple marketing and category management roles within Circle-K and Irving Oil. He holds a bachelor’s degree in business administration from Southern New Hampshire University.
Wes Stone, CEO
Ultimate Sales
My commitment to the convenience store industry runs deeper than business—it’s my passion, my family legacy, and my life’s work.
In 1994, I founded Ultimate Sales with a simple but radical idea: focus exclusively on food for the c-store channel. While competitors chased scale, we chose specialization. That focus reshaped the category and helped ignite the modern food-to-go movement across North America. Today, Ultimate connects award-winning brands with more than 140,000 convenience stores, driving growth for the nation’s top manufacturers through strategy, execution, and relentless follow-through.
After 25 years leading c-store foodservice, we’re evolving again—expanding our reach across all key categories, from snacks and candy to packaged beverages. This next chapter builds on decades of trust and partnership with retailers, distributors, and suppliers who know we deliver from concept to consumption.
C-stores aren’t a division of our business—they are our business.
At Ultimate, integrity, service, and excellence aren’t slogans—they’re standards. Our team contributes over 800 volunteer hours each year, living our belief that success means more when it gives something back.
Derek Thurston, Director of Foodservice
Cliffs Local Market
Serving as Director of Food Service Operations, Derek, a seasoned QSR professional, has played a key role in enhancing food operations and driving significant growth for a well-established CNY convenience store chain.
Starting early in age within the restaurant industry, Thurston joined the Subway brand in high school. He worked at multiple Subway Sandwich Shops while earning an Associate degree in Restaurant Management from Morrisville State College and later a Bachelor's Degree in Broadcasting Mass Communication at Oswego State University.
Upon graduation, Thurston joined Subway Development of CNY as a Field Consultant, providing operational and profitability support to over 200 Subway locations in the region. During this time, he also worked with Auntie Anne’s and Taco Del Mar franchises, assisting with store openings and ongoing operational support.
In 2015, Thurston joined a franchise of the growing local company Nice and Easy Grocery Shoppes, which later rebranded as Cliffs Local Market. His deep expertise in the quick service restaurant industry has been instrumental in the growth of Cliffs’ food service operations. Under his leadership, Cliffs launched Recipe Based Inventory, refined its menu offerings, and launched several successful local LTOs. The company is known for its commitment to in-house food preparation and advanced industry practices.
Passionate about his community, Thurston enjoys volunteering his time to coach youth sports. In his free time, he enjoys outdoor adventures with his wife and two children: Darren and Alaina.
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