Urban c-stores represent one of retail’s most valuable, yet hard-to-reach channels.
With thousands of independently owned locations across major markets, brands often struggle to introduce new products, drive trials, and build distribution.
One approach that’s gaining traction is our urban van program. Today, the program reaches 24,000 independent convenience stores and bodegas across 12 of the nation’s largest urban markets.
“When we go to urban, we focus on true urban,” explains Hobie Walker, SVP Small Format, Acosta. “Shoppers in these areas may not have the option of driving to traditional grocery or big box stores, or may choose not to use them, so we try to fill that need.”
In busy metro areas, local is everything. SurgePays research found that 94% of shoppers in underserved urban communities feel their local stores are important, 59% visit their local independent retailer between one and six times weekly, and 46% have shopped at their local c-store or bodega for four or more years.
Acosta Group’s 2025 Convenience Store Shopper Study found that 77% of shoppers living in markets served by the van program are making planned trips to their local c-store to purchase something they need, and 64% are making unplanned trips and purchasing impulse items, often on the way to or from work, an event, or a get-together.
It’s a clear opportunity for c-store owners to build shopper loyalty by offering easy-to-shop snack assortments and ready-to-go options supported by promos and displays.
Finding the right mix
“Consumers are loyal to neighborhood stores,” says Walker. “So it’s our job to develop close relationships with owners, earning their trust by bringing in best-selling items that will drive sales and create a win for shoppers, retailers, and brands alike.”
Across Acosta’s urban retail team, bilingual associates work with store owners and clerks, showcasing new items and sharing why they’re a good fit for customers.
“We are true partners to retailers,” says Walker. “We educate owners on trends as we walk the stores with them, reviewing product mix and identifying whether they’re offering the right products, brands, and sizes.” And while Acosta doesn’t dictate pricing, account leads will let owners know if their prices vary significantly from the broader marketplace, helping them stay competitive.
Acosta’s urban vans carry large manufacturer “power SKUs,” items known to perform strongly at a national level. They also carry “innovation items,” which often achieve an 80% distribution rate within eight weeks. Items are selected by the manufacturer, who works with Acosta to monitor sales throughout the year, making adjustments as needed. On occasion, regionality plays a role. For example, Big Red chewing gum is a staple in Texas, where cinnamon is a favorite.
Vans come fully stocked and ready for retailers to purchase items. Once products are selected, Acosta reps help owners identify the best shelf location and layer in appropriate point-of-sale information and offers. If previously purchased items need replenishment and are available on the van, restocking happens immediately. As other items run low, retailers are reminded to go to their suppliers for restocking.
Knowing what sells
Understandably, owners are sometimes hesitant to take a chance on new items. But letting customers vote with their wallets is often all the proof they need.
“Shoppers value name brands and product innovation, and they’re willing to pay to have that branded experience,” says Walker.
Acosta Group’s 2026 Sweets and Snacks Shopper Study supports this point, showing that, nationally, convenience shoppers have a higher pricing threshold for salty and sweet snacks than shoppers in the grocery, drug, club, and even discount or dollar channels.
Acosta meets with its retail partners every eight weeks. The first question owners typically ask? “What do you have for me that’s new?”
Making room for more brands
Acosta’s urban van program has also become a distribution strategy for megabrands like P&G, Coca-Cola, Campbell’s Snacks, and Quest. Each has its own vans stocked with 50 to 60 products.
“While we operate this program in cities where there is the highest density of independent convenience stores,” explains Walker, “we’re open to considering other markets based on client needs.”
Earlier this year, Acosta opened the door for emerging brands to participate in the van program. By creating a consortium, Acosta introduced a cost-effective way for up to four manufacturers to collaborate, each offering up to a dozen hand-selected items to be featured on a small fleet of vans in designated markets. Initial participants have included Gummy Rush, Monarca Authentic Snacks, and Zynga, and early results have been strong.
Investing in the field
To ensure continued success, Acosta provides rigorous training to its urban van team. After a formal onboarding period, sales representatives go into the field to work with owners, with a district manager there to observe and coach.
“When we leave a store visit, we need to know that the owner and sales associates understand the products they’ve selected and that items have been merchandised to their greatest advantage,” says Walker. “We want them to be positioned for success from day one.”
C-stores represent a vibrant and ever-evolving retail environment. Innovative programs that help independent retailers earn more business are a win for brands, for owners, and for millions of urban shoppers.
