From A Necessary Stop to A Must-Visit Destination

The world of roadside retail is entering a new era. At the The Retail Marketeers Convenience Leaders Convention 2025, part of the TRM Festival and combined with the NACS Convenience Leaders Exchange and a hands-on study tour, industry leaders came together to discuss the future of convenience. What emerged was a clear consensus: the roadside retail model is not evolving step by step; it is undergoing a full business model transformation.

Jan Starken, Managing Director, CARISSA GmbH, summed it up: “Mandatory stops are a thing of the past. Your desired destination is the goal.”

Here are the key takeaways from this year’s event:

• The future forecourt is life-driven, not fuel-driven
• The shift from “Coke, Gas & Smoke” to “Coffee, Food & Comfort” is real
• Foodservice is becoming the core profit engine of roadside retail
• The fuel station is evolving from a must-go stop to a want-to-go destination
• Technology has moved from a support function to the business foundation

Proof It works

The modern convenience store ‘avec’ format from NACS 2025 Retailer of the Year Valora Group demonstrates what’s already possible. In pilot locations, food & beverage sales make up to 63% of total sales.

The blueprint already exists

Germany already generates €13 billion in “Food for Now” foodservice sales in supermarkets. The demand is proven, the customer is ready, and the business models work.

The question for roadside retail is no longer if, but how fast the transformation can happen.

What winning roadside retailers do differently

• Think in mobility missions, not product categories
• Monetise dwell time, especially in an EV-driven world
• Invest in quality, consistency, and hospitality
• Build ecosystems around food, charging, loyalty, retail media, and data
• Stop acting like shopkeepers and start behaving like tech-enabled hospitality brands

Looking Ahead

The future of roadside retail is about experience. As consumer expectations shift toward comfort, quality, and connection, the opportunity lies in turning every roadside retail destination into places people want to visit.

The Retail Marketeers Convenience Leaders Convention brings together leading minds and decision-makers in the global convenience retail industry in Germany. The next event will be held 11 -12 November 2026 in Hamburg. For more info, visit The Retail Marketeers.