Convenience store chains rethink EV charging investments

Why EV chargers aren’t paying off

Initially, EV charging at convenience stores seemed like the next big thing. Drivers could plug in while grabbing coffee, and stores could attract new customers. It seemed like a win-win.

But for many store owners, the numbers just don’t add up. Usage is lower than expected, costs are higher, and profits are hard to find. Many sites see chargers sitting empty for hours, raising doubts about whether the investment is truly worthwhile at this time.

The EV buzz is fading

Just a few years ago, electric cars were the talk of the town. Automakers promised all-electric lineups, and drivers lined up to be part of the clean-energy future. Everyone thought gas stations would soon be full of chargers instead of pumps.

North American EV growth slowed in 2025 compared to prior years, even as global EV sales continued to rise, highlighting uneven momentum by region. Even people who once planned to buy an EV are taking a wait-and-see approach, slowing the shift retailers had banked on.

Big dreams, small returns

Big c-store chains like Sheetz and Nouria were early believers in EV charging. They aimed to attract tech-savvy customers, enhance their image, and demonstrate that they were at the forefront of innovation.

However, many of those big dreams are running up against reality. Chargers are costly to maintain, usage is spotty, and revenue is small. Some locations are profitable, while others experience minimal traffic. For now, the investment feels more like an experiment than a sure bet.

High costs shock store owners

Installed DC fast charging costs vary widely by site. Recent U.S. GAO data show that the fastest DCFC hardware alone can exceed $140,000 per port, with installation adding more than $39,000 per port (for 3–5 port sites). Across NEVI projects, the mean total project cost has been approximately $193,000 per port.

Older locations may require extensive electrical improvements, such as new service lines, transformers, or trenching, which can significantly increase costs. For many retailers, these high expenses make it difficult to justify installing EV chargers when traditional fuel pumps still deliver reliable profits.

Long waits for power approval

Even when stores are ready to install chargers, they often get stuck in red tape. Utility interconnection studies and transformer shortages can delay energization, sometimes by months or longer, and increase costs. Pairing DCFC with on-site battery storage can lower peak loads and reduce the need for upgrades at certain locations.

During that time, technology continues to evolve, and customer demand can change. Some store owners say they’ve waited so long for permits that by the time the chargers are operational, the costs have increased and the market has shifted again.

Surprise power bills hit hard

Many convenience stores with EV chargers are surprised by steep electric bills caused by utility “demand charges,” which penalize short spikes in power use. When several vehicles plug in simultaneously, electricity costs can increase by thousands of dollars each month.

These sudden surges make it difficult for operators to maintain profit margins. Without effective energy management or mitigation strategies, demand charges can undermine long-term profitability and make it challenging to offer competitive charging prices for EV drivers.

Government help isn’t reliable

Federal, state, and local grants or tax credits have helped offset charger costs for many early projects; however, the availability and program details vary by jurisdiction and can change over time.

Because eligibility and funding levels vary across states, and some federal programs have limited windows or changing rules, retailers often face complexity and uncertainty when relying on incentives to make projects financially viable.

EV drivers spend less in-store

Retailers report mixed in-store results. One major c-store operator notes EV drivers come inside but often buy less than fuel customers, while academic studies in California find modest spending increases at nearby businesses after chargers are installed. Location, dwell time, and site type drive outcomes.

Although chargers can increase foot traffic, they haven’t consistently boosted in-store revenue, leaving many retailers disappointed and prompting the need for location-specific analysis before expanding charging infrastructure.

Home charging takes the lead

The biggest competition for public EV chargers isn’t other networks, it’s people’s homes. Most EV owners plug in overnight, enjoying cheaper electricity and waking up to a full battery.

That convenience is hard for stores to beat. Unless drivers are taking long trips, they rarely need to stop at roadside chargers. For many convenience stores, this shift means fewer visits from EV owners and slower growth in charging-related sales or foot traffic.

Power grid can’t handle demand

In some areas, the local distribution system lacks spare capacity for high-power DC chargers without upgrades; a cluster of powerful chargers can push older feeders or transformers to their limits, requiring costly utility work or mitigation strategies before installation.

Upgrading transformers and adding new lines can cost more than the chargers themselves and take years to complete. In small towns or rural areas, it’s even worse. Many convenience stores want to move forward with EV infrastructure, but until the grid catches up, their plans remain stagnant.

EV growth slowing in some areas

EV sales are rising, but not evenly. Cities and suburbs are seeing steady adoption, while rural regions remain far behind. For convenience stores in slower markets, that creates a problem.

Chargers can sit unused for days, collecting dust instead of customers. Retailers are realizing that one-size-fits-all charging strategies don’t work. They require location-based plans, and for now, some towns are not yet ready for full adoption of electric vehicles.

Tesla keeps its loyal drivers

Tesla built one of the most reliable and recognizable charging networks years ago, long before others caught on.

Because of that head start, Tesla drivers tend to stay loyal to the brand. Even as new networks grow, many EV owners prefer Tesla Superchargers because they’re faster and easier to use. For convenience stores, this means competition is tough; they must work harder to attract drivers from existing, trusted networks.

Tech keeps moving faster

EV charging technology changes quickly. What’s cutting-edge today could be outdated in just a few years. Battery swapping, ultra-fast charging, and even hydrogen fuel options are already being tested.

That constant evolution makes some retailers nervous about investing millions in chargers that could soon be replaced by newer models. The rapid pace of change means staying flexible is key, but that’s tough with big upfront costs.

Staying in the game anyway

Even with all the challenges, many convenience store leaders aren’t walking away. They see EV charging as a long-term investment that’s about learning, not short-term profit.

Chains like Sheetz are testing partnerships and tracking how customers use their chargers. They believe staying involved now will help them react quickly when the market picks up again, and eventually, they’ll be ready to scale up fast.

Politics makes planning tricky

EV policies depend heavily on politics. One administration pushes incentives for clean energy, while the next might roll them back.

That constant shift makes long-term business planning difficult. Store owners can’t predict how rules or funding will look five years from now. For now, many are cautious, expanding slowly and waiting for stable policies that can give them more confidence in the market’s direction.

Curious how shifting EV policies are reshaping the industry? Get the full scoop in our latest piece.

The long road to charging success

Electric cars aren’t going anywhere, but convenience stores are still finding their place in that future. It’s a tough road with high costs, slow returns, and plenty of lessons learned along the way.

Still, savvy operators recognize that the shift to electric power is only intensifying. They’re staying patient, experimenting with small projects, and waiting for the day the EV tide finally turns in their favor.

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This slideshow was made with AI assistance and human editing.