Featured on CStore Decisions website in December 2025
InConvenience Inc is an almost all-female led company, whose goal is to make the store’s customers in each of its communities feel special, heard and safe.
The woman-led chain InConvenience Inc opened only a short two years ago and has been busy remodeling existing sites into “the G Spot.” The playful branding signals whether the store is a “Gas Spot” (with fuel) or a “Good Spot” (without fuel).
The stores are meant to make customers feel comfortable to sit down, chat, laugh at the brand’s cheeky jokes and enjoy their food and coffee in house.
“We are ‘the G Spot,’ that alone gets a range of reactions, but we lean in because it’s memorable,” said Lindsay Griffith, marketing and community engagement manager for InConvenience Inc. “We have a sense of humor, and that’s what keeps us going.”
In a male dominated industry, Griffith said there is room for creativity and play to push back against old norms. “We had a distributor say to us, he was frustrated, and he said, ‘Well, this is why women shouldn’t be in charge of things…’ We as a company are doing our best to push back on those statements,” said Griffith.
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Remodels and Revamps
Griffith joined the company this past July and met CEO Tiffany Fraley through volunteer work. The journey first began in 2023, when Fraley had 25 stores, but when Mountain Express and SQRL Service Stations LLC went bankrupt, the stores were shuttered overnight.
“When you talk to Tiffany, she will tell you her heart is with small towns. This is, this is where she’s from, and then she holds it wherever she goes. She knew it was important to get them reopened as quickly as possible, both for the town and all those employees,” said Griffith.
InConvenience Inc was then founded in February 2024, and the company quickly reopened 15 Iowa stores in Davenport and Cedar Rapids, and began remodeling the company’s Missouri and Arkansas stores.
In September 2024, the chain’s first remodel in Pattonsburg, Mo., opened and now the chain is preparing to open its ninth remodel. Today, the chain owns 25 locations, with 20 now open and five more in the works, and many locations set for full remodels.
The mascot for InConvenience Inc is another clever innuendo named Clutch and is a clam who wears pearls. “(She) again, is something some people get and other people are a little confused,” explained Griffith.
Each store is about 2,100 to 2,800 square feet, with colors like dusty blues, gold and cream. The designer did not want to lean into the typical bold convenience store colors. The word “boutique” is used to describe the intentionally picked colors, fixtures and overall design of the stores. “We have a space in all our remodels called the gathering spot, another G spot,” said Griffith.
The Iowa remodels all are getting prepared food for the first time as well. “It’s fun to come into these communities that don’t have pizza a phone call away and say, ‘We’ve got pizza, we’ve got chicken.’ Come check this out for more than gas,” said Griffith.
Besides the two locations with no gas, the fuel brands carried by InConvenience Inc are Phillips 66, BP and Sinclair. PFSbrands’ Wingman pizzas are also offered at all locations.
When it comes to foodservice, “G Spot” stores want to have offerings that cannot be found elsewhere. “We’re trying to encourage people to come and enjoy their food. We want this to be better than the competitor down the street,” said Griffith.
One store in Fairfax, Mo., sold 47 breakfast sandwiches one day. There are only around 600 people in that town. “So, we’re almost feeding 10% of the town. Our store manager knows everyone. She knows them by name, like people are coming to get sandwiches from Carol, not just from that random blue store,” said Griffith.
There are other special food and beverage offerings during special events like store opening anniversaries. For example, one InConvenience Inc location has local dairy producers featuring their samples or the Tarkio, Mo., location has an alcove for alcohol and wine to be displayed.
“When we have a lot of space for these remodels, it’s fun to do things that kind of set them apart and elevate the c-store experience,” said Griffith.
More To Come
The digital marketing at InConvenience Inc happens on Facebook, LinkedIn and Instagram. Promotions are shared on Facebook, the all-female team business perspective is shared on LinkedIn and Clutch the Clam shares her roadtrip adventures on Instagram. The next social media platform Griffith looks forward to tapping into is TikTok.
The smaller scale of the brand is something that its team takes advantage of. “We value where we are, as opposed to a one size fits all,” said Griffith. The culture of the brand is hyper-focused on serving its employees and customers.
“We’ve got to open at 5 a.m. because the hunters need food and coffee. We are at a size where this is still manageable, to individualize our support. And we know our employees know their communities best. We don’t live there. So it is about listening and that helps the communities get what they need. We’re getting products in the stores that people want,” said Griffith.
Making sure employees are comfortable at work as well is important to InConvenience Inc. When employees feel safe and supported at work, more creativity is allowed to happen, pushing more initiatives, explained Griffith.
Not only that, but the stores are built and designed by women, which is evident by certain included features. “Come, we have safe bathrooms. We have well lit parking lots. We know what it feels like to be stopping at convenience stores in the dark, and we’ve made moves so that our stores feel safe for everyone,” said Griffith.
Profitability matters for InConvenience Inc, but the company’s growth is “less tangible and more focused on consistency,” said Griffith. There are still remodeling plans for Iowa locations starting in 2026, but intellectual and unification growth internally is a main focus.
“Selfishly, I’m very excited to just keep digging in. We have a pastor in Arkansas who needs a new floor in the children’s wing of the church, and there’s a tennis court that could really use a remodel in Missouri. And so our hope is that we can show up even more monetarily, because we know that’s the support that the communities need,” said Griffith.