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Hey there convenience store leaders! It’s Thursday, May 22nd, and time for our deep dive into the industry news that matters most to your business. Today, we’ve got a fascinating mix of partnerships, product launches, expansion news, critical warnings, and strategies for customer engagement. Let’s unpack 5 takeaways from Wednesday, May 21st.

1. BP, Waffle House, & EV: A Power-Packed Partnership

BP Pulse has announced a strategic partnership with the iconic Waffle House to install ultrafast EV charging stations at various locations across the Southeast and Sunbelt regions. The first sites are expected to go live in 2026, each featuring six 400kW DC fast charging bays with both CCS and NACS connectors. This collaboration aims to provide EV drivers with convenient charging options alongside Waffle House’s 24/7 amenities.

Why It Matters to You: This partnership highlights a significant trend: the integration of EV charging infrastructure with existing retail and food service locations. As electric vehicle adoption grows, offering charging solutions becomes a crucial differentiator. Customers will increasingly choose stops that cater to their diverse needs, including vehicle charging, food, and other amenities. This also signals how energy companies are looking beyond traditional fuel to expand their reach.

What You Should Be Doing:

• Assess Your Location: Evaluate your current traffic patterns and demographics. Are you in an area with increasing EV ownership or on a popular travel route for EVs?
• Consider EV Charging Integration: Start exploring partnerships with EV charging providers. Even if full-scale charging isn’t feasible immediately, understanding the infrastructure, costs, and potential revenue streams is vital.
• Enhance Amenities: If you do plan to add EV charging, consider how you can enhance your in-store offerings to encourage drivers to stay longer and spend more while their vehicles charge. Think about comfortable seating, Wi-Fi, diverse food options, and clean restrooms.

Check out the story here.

2. Oreos: Sweet and Spiced Innovation

Mondelēz International’s Oreo brand is launching a new limited-time flavor: “Sweet and Spiced Oreo.” Inspired by horchata and developed in collaboration with Selena Gomez, these cookies feature chocolate and cinnamon creme, sweetened condensed milk flavor creme with cinnamon sugar inclusions, all between chocolate cinnamon flavored wafers. They will be available for presale on June 2nd and roll out nationwide on June 9th.

Why It Matters to You: Limited-time offers (LTOs) and innovative flavor profiles like this are powerful traffic drivers and sales boosters in the snack category. Consumers are constantly looking for new and exciting products, and iconic brands like Oreo can generate significant buzz. Tapping into pop culture (like the Selena Gomez collaboration) can further amplify interest.

What You Should Be Doing:

• Stay Informed on LTOs: Keep a close eye on upcoming LTOs from major snack and beverage brands. These can create immediate demand.
• Strategic Placement: Ensure prominent display of new and limited-edition items, especially near the checkout or in high-traffic areas, to maximize impulse purchases.
• Leverage Marketing Materials: Utilize any provided point-of-sale materials or digital assets to promote these new items and create excitement among your customers.

See the article.

3. Rutter’s Opens 90th Location: A Giant Leap

Rutter’s has opened its 90th and largest convenience store to date in Milton, Pennsylvania. Spanning nearly 14,000 square feet, this new location is a sprawling complex featuring 12 auto-fueling positions, five commercial fueling lanes, over 40 commercial parking spaces, and Rutter’s second on-site bar and gaming lounge (for those 21+), offering 75 alcohol beverage options and five video gaming terminals.

Why It Matters to You: Rutter’s expansion showcases the trend towards larger, more comprehensive convenience store destinations. They are diversifying revenue streams beyond traditional fuel and in-store sales by integrating entertainment (gaming), enhanced food and beverage options, and services catering to commercial drivers. This model aims to increase dwell time and capture a wider range of customer needs.

What You Should Be Doing:

• Re-evaluate Your Footprint: While not every store can be 14,000 sq ft, consider how you can maximize your existing space or future developments to offer more diverse services.
• Explore Niche Offerings: Think about what unique amenities could attract your local customer base – perhaps a specialized coffee bar, a small community space, or expanded fresh food options.
• Study Successful Models: Pay attention to what larger chains like Rutter’s are doing. Even if you can’t replicate everything, their strategies can provide valuable insights for your own growth and differentiation.

See the story here.

4. FDA Warns Against “Gas Station Heroin”

The U.S. Food and Drug Administration (FDA) has issued a public warning about tianeptine, commonly known as “gas station heroin,” due to its availability in convenience stores, gas stations, vape shops, and online retailers. Tianeptine is not FDA-approved for medical use and has been linked to serious harm, overdoses, and even death. The FDA is taking steps to protect consumers, including issuing warning letters and placing products on import alert.

Why It Matters to You: This is a critical legal and ethical issue for convenience store operators. Selling unapproved and dangerous substances not only carries severe legal penalties but also poses significant risks to public health and your business’s reputation. Maintaining the trust of your community is paramount.

What You Should Be Doing:

• Immediate Inventory Check: If you carry any products under names like Tianaa, Zaza, Neptune’s Fix, Pegasus, or TD Red, or any product containing tianeptine, remove them from your shelves immediately.
• Educate Your Staff: Ensure all employees are aware of this warning and understand the importance of not selling or stocking such products.
• Stay Compliant: Regularly review FDA warnings and product recalls to ensure your inventory remains compliant with all regulations. Your local and state regulatory bodies may also issue specific guidance.

See the article here.

5. Revamping Loyalty: Building Deeper Connections

Convenience store retailers are increasingly leveraging AI and mobile tools to enhance loyalty programs, aiming for deeper customer engagement and retention. Key strategies include lowering barriers to entry, simplifying reward structures, offering accelerators for faster point accumulation, using real-time data for hyper-personalization, and integrating mobile apps for personal communication and “surprise-and-delight” moments. Some are even integrating delivery and gamification and building emotional connections beyond transactional rewards.

Why It Matters to You: In today’s competitive landscape, customer loyalty is gold. A well-designed loyalty program can transform transactional customers into loyal advocates, increasing visit frequency and average spend. The shift towards personalization and mobile integration shows that simply offering points isn’t enough; you need to understand your customers and reward them in meaningful, convenient ways.

What You Should Be Doing:

• Assess Your Current Program: If you have a loyalty program, is it easy to understand and use? Are rewards truly enticing to your customers?
• Embrace Data and Personalization: Even without complex AI, analyze your sales data to identify popular products and customer segments. Use this to create more targeted offers.
• Mobile-First Approach: Consider developing or enhancing a mobile app for your loyalty program. This can be a central hub for offers, communication, and even mobile ordering or payment.
• Think Beyond Discounts: Explore non-monetary rewards, exclusive content, or community engagement to build stronger emotional connections with your most loyal customers.

Check out the story here.

That’s a wrap for this industry update! As always, the convenience store landscape is dynamic, presenting both challenges and exciting opportunities. By staying informed and proactively adapting, you can ensure your business thrives.

Until next time, keep innovating and serving your communities!