WESTBOROUGH, Mass.—Cumberland Farms is welcoming Ria’s Pizzeria, a new pizza restaurant concept, to its Norton, Massachusetts, location. This is the second Ria’s concept, opening on November 30. The first concept opened earlier this month in North Adams, Massachusetts.

EG Group, which owns the Cumberland Farms brand, says more Ria’s will be opening in the region.

“We’re thrilled to introduce Ria’s Pizzeria to our family of restaurant brands and are really excited for our guests to experience Ria’s quality pizza by the slice, our extra-large whole pies and our unique and convenient grab and go Ninos and Bolis,” said Cindy Rantanen, senior vice president of food and franchise Business at EG America.

Ria’s Pizzeria will offer pizza by the slice and made-to-order pizza with its proprietary dough and quality ingredients. In addition to the brand’s Signature Cheese, Over the Top Pepperoni, Vegetable and Ultimate Meat Pizzas (all available by the slice in addition to a whole pie), the menu will include specialty pizzas like Nashville Hot Chicken, Chicken Bacon Ranch and Loaded Baked Potato. Breakfast pizzas including a bacon, egg and cheese pizza are also available. Ria’s also offers Ninos—bite-sized sweet or savory dough snacks—and Bolis (mini Stromboli).

Guests can take advantage of Ria’s grand opening deals for a limited time only, including free whole pizzas for the first 50 people who visit on opening day and introductory offers.

According to NACS State of the Industry data, foodservice accounted for 22.5% of in-store sales in 2021—significantly higher than the 16.8% reported a decade ago. Foodservice now makes up 35.5% of in-store gross profits, compared to 29.2% in 2011.

Forbes recently reported that convenience stores could be taking market share from quick-serve restaurants. The convenience factor is an influencing reason on the industry’s increased market share in food sales. “As c-stores upgrade their foodservice offerings to be on par with QSRs, consumers may be more likely to choose the option that is most convenient for them,” writes Forbes. “Speed is one factor, but so is location (consider that 7-Eleven footprint) and additional offerings, like gas or beer. For the latter, the scale will always tip in c-stores’ favor.”