Franchise News
Retailers are consistently investing in food service, and franchise brands are taking note, leveraging c-store growth to gain exposure to both new markets and traveling consumers.
Whataburger recently opened its first location in partnership with Love’s Travel Stops, and it’s working on a location in partnership with Refuel Operating Co. Meanwhile, PJ’s Coffee has a new deal to bring locations to seven Estepp Energy locations in Central Kentucky.
Franchise brands’ presence in travel locations and c-stores isn’t new, but it seems to be gaining traction. Whataburger, for example, has been operating in and around c-stores for over 20 years without sacrificing its scale or menu diversity whatsoever.
“We see fuel just as an extension of those nontraditional type investments,” Todd Ewen, Whataburger’s senior vice president and chief development officer, told Restaurant Dive. “It’s not a huge part of our portfolio, but it’s an important part for us.”
For franchise brands, c-store growth increases exposure, allowing brands to open up in potentially new markets and capture the attention of on-the-go consumers who, realistically, could be coming from and going to anywhere.
For c-store partners, integrating a trusted franchise brand is a way to expand business with another trusted logo, often while leveraging the more flexible prototypes available with food service franchise brands.
“The beverage category has changed tremendously over the last decade, and we saw an opportunity to launch a higher-quality, distinctive coffee concept in our stores,” Steve Estepp, founder of Estepp Energy, told Restaurant Dive of the new partnership. “PJ’s Coffee stood out to us because the product is excellent and the brand has a strong reputation throughout the Southeast — plus, the flexible format truly made it a seamless fit with our stores.”
As c-stores continue to evolve beyond quick pit stops and give customers more reasons to stay, the synergy between fuel centers and food and beverage franchises will likely continue to strengthen. By pairing the convenience of a c-store with the established brand loyalty of major food and beverage brands, both industries have identified a mutually beneficial avenue for growth.
Read the full articles about PJ’s and Whataburger on Restaurant Dive
Sign up for the 1851 Franchise newsletter to get our biggest stories before everyone else
By signing up, you agree to our user agreement (including class action waiver and arbitration provisions), and acknowledge our privacy policy.
