Across markets as diverse as California, Finland, South Africa, Malaysia, and US, quick-service restaurants (QSRs) are becoming a more prominent feature of the fuel retail landscape.
What was once viewed as an ancillary revenue stream is increasingly ecoming a core component of site strategy.
I looked at Kalibrate’s recent market studies to quantify that growth. For context, the earlier waves below were conducted 2021-2022, the later waves range from 2024 to 2026.
Every surveyed market experienced growth in QSR penetration, with some seeing dramatic increases.
Gauteng recorded the largest jump, with more than half of surveyed fuel sites now featuring a QSR offer.
Central Malaysia saw nearly a ten-point increase, while Finland experienced one of the fastest rates of growth despite traditionally lower levels of foodservice integration.
The consistency of these trends across very different markets suggests something important: this is not a regional phenomenon.
It is a structural shift in how fuel retailers view the role of the forecourt.
Fuel retail is becoming roadside retail
The traditional service station was designed around fuel transactions.
Today’s leading operators increasingly view their sites as roadside retail destinations.
Consumers are looking for convenience, speed, quality food, premium coffee, parcel collection, car wash facilities, and increasingly a range of services that extend well beyond fuel.
As a result, retailers are seeking new ways to increase the value of each customer visit.
Foodservice is particularly attractive because it creates reasons to visit that are unrelated to vehicle fuel needs.
A commuter may stop for breakfast.
A family may choose a forecourt specifically because it offers a familiar restaurant brand.
A long-distance traveller may select one location over another because of its food options rather than its fuel price.
In each scenario, the QSR becomes the destination driver.
Why QSR matters more than ever
Several industry trends are accelerating the importance of foodservice.
First, fuel margins remain under pressure in many markets.
While fuel drives traffic, profitability increasingly depends on non-fuel revenue streams.Second, customer exp
ectations continue to evolve.
Consumers have become accustomed to quality food being available in a variety of retail environments.
The distinction between convenience retail and foodservice is blurred.
Third, competition has intensified.
In many developed markets, it is difficult to create meaningful differentiation through fuel alone.
Foodservice provides an opportunity to stand apart from competitors and create a strong base of loyal customers.
This helps explain why retailers are investing heavily in QSR partnerships, proprietary food concepts, and upgraded convenience offers.
Continue the conversation
The growth of QSR and foodservice is just one part of a much bigger shift taking place across convenience retail. In our upcoming webinar, Simon, alongside Puma’s Janet Sithole, Retan’s Lina Kaminskaitė and Dan Munford will share further insights into how changing consumer behaviours, social media trends and QSR innovation are influencing retailer strategies globally. Register to join the live discussion or watch on demand.
A global trend with local variations
Although the direction of travel is consistent, the role of QSR varies by market.
In North America, brands such as Wawa, Sheetz, Buc-ee’s, Casey’s, and QuikTrip have demonstrated that food can become a primary trip driver rather than merely an add-on purchase.
In South Africa, the rapid growth of QSR presence reflects changing consumer expectations and the increasing sophistication of forecourt retail.
Fuel sites are becoming mixed-use destinations rather than purely transactional locations.
In Southeast Asia, foodservice is becoming an important differentiator in increasingly competitive urban markets where convenience and quality are major purchasing considerations.
Even in markets such as Finland, where fuel retail has traditionally maintained a different format, operators are increasingly recognizing the role foodservice can play in attracting customers and extending dwell time.
While the specific brands and concepts differ, the strategic objective remains the same: create more reasons for customers to choose one site over another.
Partnerships are evolving
Historically, most fuel retailers approached foodservice through partnerships with established restaurant brands.
Subway, Burger King, McDonald’s, Dunkin’, Wendy’s, and countless regional concepts became common fixtures on forecourts because they brought existing customer awareness and operational expertise.
More recently, however, some retailers have begun moving beyond partnerships.
RaceTrac’s acquisition of Potbelly generated significant industry attention because it represented a fuel retailer taking direct ownership of a restaurant brand rather than simply hosting one.
Similarly, 7-Eleven’s expansion of the Laredo Taco Company concept demonstrates growing confidence in foodservice as a strategic growth driver.
These developments suggest that some retailers increasingly view foodservice not as a complementary offer, but as a core capability.
Preparing for the future of mobility
The growth of QSR is also linked to broader changes in mobility.
As electric vehicle adoption increases, dwell times at many locations are expected to rise.
Longer visits naturally increase opportunities for foodservice, coffee, convenience retail, and other non-fuel purchases.
While the pace of EV adoption varies significantly between regions, many retailers are already planning for a future where customer value is measured less by gallons sold and more by total spend per visit.
Foodservice is likely to play a critical role in that transition.
The future forecourt
The data emerging from markets around the world points to a clear conclusion: foodservice is becoming an increasingly important component of fuel retail strategy.
The growth of QSR presence across every surveyed market highlights a broader evolution taking place within the industry. Fuel sites are no longer judged solely on fuel volume or convenience sales.
They are becoming multi-purpose destinations designed to meet a wider range of customer needs.
Location will always matter. Fuel will remain a core product. But increasingly, the most successful retailers are recognizing that the modern forecourt is about much more than fuel.
As the line between convenience retail, foodservice, and mobility continues to blur, one thing is becoming clear: the future of fuel retail will be shaped as much by what’s inside the store as what’s happening on the forecourt.
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