Shifting far from the traditional c-store image as a destination for gas and cigarettes, two leading chains, Wawa and Sheetz, are strongly positioning themselves as eateries in a move to take more share from quick service restaurants.
Sheetz's latest advertising campaign uses the tagline, "Just because we don't look like a restaurant doesn't mean we're not one" with customers shown sitting at high-tables in a dining area.
Sheetz has been offering made-to-order sandwiches for 20 years with touch screen technologies now installed to speed the process. But Louie Sheetz, EVP of sales and marketing for the company, told Convenience Store News that the chain's image as the "old gas station" is not gone.
"We are a great gas station, but we are also trying to make our image as a place with restaurant-quality food and beverages," said Mr. Sheetz.
The quirky ads, which target males ages 16-24, are running in the North Carolina market where Sheetz has stores with drive-thru windows. Newer stores will all contain special dining areas as part of a deeper focus on foodservice.
"Our roots are in quality," Mr. Sheetz said, "and giving people choices has helped pave our way into the quick-serve market."
At the same time, Wawa has redesigned its prototype, upgraded its menu and ramped up service to target the "fast-casual-to-go" opportunity.
Among the changes Wawa is bringing under its new formats is offering the smoothie and espresso business with a plan to soon bring in full-service barista service. Soup, stews, stuffed pretzels and more signature sandwiches are being added to the menu, along with in-store prep kitchens. Clutter is being cleared and better displays installed akin to a QSR along with digital signage and touchscreen terminals.