LOUISVILLE, Ky. – Over the past year, Thorntons convenience stores have been advancing new foodservice offers under its On the Go brand, reports InsiderLouisville.com, adding that many foodservice items are made daily at a nearby commissary, while other in-store offers, such as hot sandwiches and pizza, are prepared in-store.

“It’s an effort by the privately held company—among the nation’s top 250, according to Forbes magazine—to feed the 2,000 customers who visit its stores daily,” writes the news source.

Thorntons invited local media to try out its foodservice fare, as well as hear plans for the retailer to assert itself in the market “not as a gas station serving food as a sideline, but a food retailer providing fuel.”

Capitalizing on all-day breakfast, Thorntons serves breakfast fare until 6 pm, and plans to introduce a breakfast burrito system-wide in March.

The retailer is also focusing on better-for-you options. The news source writes that a mother of two said the fresh fruit options in Thorntons help her encourage healthy eating with her teenage son: “At least he feels like he’s in control and can make a decision about what he’s eating,” she said. “He’s at a point where he doesn’t like me telling him what to eat.”