For the past 18 years, Suzie Hall has coordinated the logistics for Advantage Solutions at the National Association of Convenience Stores (NACS) Show.
She’s seen firsthand the show grow into a massive tradeshow for more than 23,500 industry stakeholders — including brands, retailers, wholesalers and more. She’s also had a front-row seat to Advantage’s evolution, which culminated this year with a bold new identity as a unified solutions provider.
But even Hall was surprised when global MMA icon Conor McGregor strutted past the Advantage booth after posing for cameras with boxing legend Mike Tyson, who appeared to promote his LF*GO! energy pouches.
“That’s a first,” Hall said, grinning as a crowd swarmed the booth for a glimpse of the pugilist duo.
Celebrity Buzz Meets Convenience Channel Strategy
Beyond the flash of celebrities and mascots, this year’s NACS Show offered a robust showcase of retail innovation across the convenience channel — from brand launches to go-to-market strategy.
For Advantage, the show was a platform to unveil its new visual identity and emphasize its capabilities as a strategic partner in the fast-growing convenience store space.
“It’s exciting to share our new corporate and visual identity,” said Brian McRoskey, chief growth officer. “It reflects the breadth of services and solutions we offer.”
Take LF*GO! as an example. The new entry in the energy product category is being guided to retail success with Advantage’s full backing — including market entry strategy, retail relationships, and merchandising support.
“It’s unique because we’re in at the absolute ground floor,” McRoskey said. “It’s an opportunity to bring the whole power of Advantage to launch them into retail.”
Helping Established Brands Compete and Win
While innovation abounds, legacy brands still face challenges in the fragmented c-store landscape. There are over 152,000 convenience stores in the U.S., and 63% of them are single-store operators.
“Convenience stores are a tough business to grow a brand,” said Rich Adams, SVP for Mars Wrigley North America at Advantage. “It’s one of the hardest channels because of the complexity.”
Even with 37 years of partnership under their belt, Advantage continues to help Mars Wrigley grow its pet care and snacking divisions through custom strategy and tight retail alignment.
Others, like Energizer, rely on Advantage’s retail innovation to maintain strategic placement and drive sales.
“I view Advantage as an extension of our company,” said Bobby Elkes, national account manager for convenience at Energizer. “We rely on their expertise.”
Innovation Matters — for Retailers, Too
C-store retailers face the daily challenge of curating a relevant, revenue-driving product mix. Sukhi Sandhu, chairman of the National Coalition of Associations of 7-Eleven Franchises, emphasizes that the stakes are high — especially in limited shelf space.
“Advantage is the perfect conduit,” said Sandhu. “They know that the right products are key in such a limited space.”
Michael Atkins, head of sales for branded services at Advantage, agreed: “You need the right mix of staples and innovation. That’s what keeps you ahead.”
While the LF*GO! brand is still early in its journey, the decision to highlight it at NACS came just days before the show — underscoring Advantage’s agility in a fast-moving channel.
“We’re a $4 billion company,” Atkins said, “but we can pivot on a dime.”
