Wawa Now Faster Fast Casual Fresh Food

 

Fast Casual restaurants were all the rage five years ago.  Wawa one of the leading convenience store retailers with fresh food understand the difference between a trend and a fad and jumped into the grocerant niche filled with fresh prepared meals and meal components simultaneously touting itself a fast casual restaurant.  Wawa understand that the consumer is dynamic not static.

The truth of the matter was Wawa has a history of evolving.  In fact, even back in 1998 when the grocerant niche was just begging to go main stream Wawa was a leader selling more fresh prepared food and beverages (coffee) and bundling mix and match meal options per store than many chain restaurants according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

With store unit volumes topping $ 5 Million on average today, Wawa continues to evolve innovative menu options both grocerant niche mix and match meals and meal components. Now Wawa is expanding its options opening its first-ever standalone drive-thru location understanding fresh food fast is the preferred options consumers have been and will continue to be looking for.

The new Drive-thru store offers extra convenience and focuses on fresh food while retaining key Wawa design elements such as its trademarked canopy, according to Pennsylvania-based retailer. The new store, which offers drive-thru service and curbside pickup only, follows the Dec. 18 opening of Wawa's first standard convenience store with a drive-thru.

Wawa President and CEO Chris Gheysens stated, “The drive-in celebration was held outside the store and featured remarks from, as well as Falls Township officials and members of the community. They were followed by a ceremonial passage of Wawa's 1918 antique milk truck through the drive-thru to signify the company's evolution from its dairy farm roots of delivering milk to its latest prototype of providing convenience at a whole new level.”

Grocerant niche mix and match meal component bundling will be the main focus of the drive-thru. The Morrisville location can serve 12 cars at a time from 6 a.m. to 10 p.m. daily. Wawa favorites are available in new bundled offers such as a breakfast Sizzli and coffee for $4.29; a lunch combo of a hot or cold Shorti hoagie, choice of side and a large soft drink start at $7.99; or a build-your-own dinner combo of pasta with protein and vegetables or hearty bowls from $6.99 to $8.99. Note: the ‘hearty bowls are target at the PM daypart, expanding on the sales momentum from breakfast and lunch.

In another tip to the ‘dinner’ daypart Wawa's newest offering of burger and fries is available for limited hours. The store also offers specialty beverages, iced coffee, salads and Kids Meals as well as a limited selection of packaged products, including doughnuts, pretzels and Wawa iced tea. It’s at the intersection of fresh food fast, convenience, and mix and match meal bundling that milk, eggs, bread, cereal, beer, and wine will drive check averages as well as elevating customer satisfaction.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.