Purpose: To compare the accepted techniques of location analysis in the food sector with the realities of "real world" forecasting in convenience store (c-store) retailing. To offer a conceptual framework for c-store operators intending to become more strategic in their small store location planning but currently lacking established expertise or extensive research budgets. Approach/Methodology: Outlines potential best practice based on industry experience, and contact and discussion with location analysts and retail consultants, as well as a wide ranging examination of the academic literature in this area. Research/practical implications: First, to briefly detail the strategic regulatory motivations and location planning implications of the major UK food retailers entering this market. Second, to summarise the established sales forecasting techniques in food retailing. Third, to review why these established approaches are difficult to apply to convenience stores in neighbourhood markets. Fourth, to detail basic approaches that should be further developed by small store operators lacking budgets to develop specialist location planning departments. Originality/value: Academic conceptualisations of location planning in the convenience store sector are largely absent from the literature. This paper adopts a practical perspective. Conceptual Paper