Dover Fueling Solutions, a provider of customer-focused technologies, services and solutions, is partnering with self-ordering technology provider GRUBBRR. The partners will launch DX Market powered by GRUBBRR within the DFS Anthem UX platform on the Wayne Ovation fuel dispenser.

The collaboration will offer customers the convenience of ordering food and shopping for products while pumping gas, the companies said. Retailers can also offer customizable promotions and upsell opportunities with static and video content.

“DFS Anthem UX is a powerful tool for retailers to drive foot traffic into their stores and increase sales for promoted items,” said Kurt Dillen, VP global business development at DFS. “Integrating GRUBBRR’s self-ordering technology into DFS’s Anthem UX platform, DX Market will enable customers to make purchases before stepping into the store, allowing for a quicker, more streamlined experience and increased satisfaction. With many gas station owners making a majority of their money in retail, we expect a meaningful impact on revenues.”

In 2022, DFS released its first-ever “Future of Fueling Report,” exploring current U.S. consumer trends. According to the report, one of the top three features that consumers wanted to see most at the pump/convenience store was the ability to pay for store items at the same time as fuel (51%).

"Our software is designed to streamline the ordering process and provide a seamless customer experience, creating a one-stop-shop solution that empowers retailers to grow revenue through improved consumer retention and increased basket size," said Sam Zietz, CEO of GRUBBRR.

DX Market powered by GRUBBRR is set to roll out initially in select fuel stations across the United States, with plans for global expansion in the future.