Reflections from NACS Chicago: A First-Time Visitor's Perspective

Attending NACS Chicago as a first-time visitor provided valuable insights into the convenience store and foodservice industry, particularly from Homade's perspective as a design agency. The show offered a comprehensive view of how brands engage with customers in this unique retail environment and revealed several trends and opportunities relevant to our work.

Store Layout and Design Philosophy

One of the most striking observations was the variety in store design approaches across the exhibition floor.

Open vs. Strategic Layouts

Some retailers are embracing open-concept layouts that immediately showcase their offerings, while others strategically position their service hubs to draw customers deeper into the store. This deliberate approach to customer flow and discovery presents interesting design challenges—balancing visibility with the element of surprise and exploration.

Brand Presence and Visual Impact

The Power of Scale

The power of scale was evident throughout the show. Oversized product displays, like the large Takis bag, demonstrate how brands can command attention in a crowded retail environment. This kind of bold visual statement is particularly effective in c-stores where customers make quick decisions.

Bridging Categories

JJ Mart's gas station aesthetic reinforced how closely convenience store branding ties to the fuel and travel experience, suggesting design opportunities that bridge these adjacent categories.

Engagement and Experiential Marketing

Several brands stood out for their interactive approaches that went beyond traditional product displays.

Creating Ongoing Engagement

Jack Link's sweepstakes promotion showed how traditional snack brands are finding ways to create ongoing engagement beyond the point of sale.

Redefining Health Brand Identity

More surprising was Electrolit's activation featuring soccer juggling—an energetic, sports-focused experience that seemed at odds with their medicinal positioning, yet effectively communicated vitality and performance. This suggests an opportunity to help health-oriented brands in the c-store space develop more dynamic, approachable identities.

Emerging Trends in Product Innovation

Novel Textures and Formats

The prevalence of remixed, "chew" and freeze-dried candies signals a growing trend toward novel textures and formats in the snack category. This kind of product innovation creates opportunities for distinctive packaging and brand positioning that we should monitor.

The Intersection of Gaming, Regulation, and Revenue

Diversifying Revenue Streams

Pace-O-Matic's presence was particularly thought-provoking. The intersection of skill-based gaming machines and convenience store operations highlights how these businesses are diversifying revenue streams, especially given their tight margins.

Design Implications

Understanding the regulatory landscape and how it shapes in-store experiences could inform our approach to designing for this category—particularly as the line between retail, entertainment, and services continues to blur.

Surprising Brand Presence - Nicotine

The Breadth of Categories

Seeing Swisher at the show was unexpected and underscores the breadth of categories represented in the c-store channel. It's a reminder that convenience retail encompasses a wider range of products than we might initially consider, each with distinct branding and regulatory considerations.

The Nicotine Evolution

Just about every nicotine pouch product was in attendance as nicotine suppliers work to gain shelf space next to energy drinks as a smokeless alternative to cigarettes and vaping.

Key Takeaways for Homade

As a design agency, NACS demonstrated that the c-store and foodservice market offers rich opportunities for creative problem-solving.

What the Industry Values

• Bold visual presence that commands attention
• Customer flow and spatial design
• Experiential engagement

The Path Forward

Brands that can balance functional efficiency with memorable experiences will stand out. Our challenge is to help clients navigate this landscape—creating identities and environments that work within the practical constraints of convenience retail while delivering distinctive, engaging brand experiences.

The show reinforced that successful c-store branding isn't just about shelf appeal—it's about understanding the entire customer journey, from forecourt to checkout, and creating touchpoints that resonate at every stage.