In 1979, the first Dash In welcomed customers to enjoy its fresh fried chicken and other convenience staples. Since then, the company has grown to more than 50 locations throughout Maryland, Virginia and Delaware. Earlier this year, the Wills Group, the parent company of Dash In, opened a brand new Dash In concept in Chantilly, Virginia.

“Our new concept is a recommitment to our past and a celebration of our future,” said Rayma Alexander, director of corporate communications and diversity, equity and inclusion for the Wills Group. “Over the past five years, we have worked across Dash In to refresh our stores. The new store encompasses all aspects that inform how we think about innovation—this includes tangible changes to the physical environment, along with intentional choices to how Dash In approaches service for our guests.”

What’s New?

The company completely revamped its convenience store from the branding to the menu to the way Dash In employees work together. For example, the new Dash In brand features a script font, an updated warm color palette and a map marker logo that positions Dash In as a destination. “All of the enhancements are indicative of Dash In’s desire to be known as a destination where guests can receive a warm welcome and share in Dash In’s sense of adventure,” Alexander said.

This renewed Dash In brand reflects how the chain has evolved the store experience for guests. “The enhancements to the Dash In menu are important,” she said. “It demonstrates Dash In’s commitment to foodservice and is matched by our commitment to the customer experience and what our guests can expect.”

The menu is central to the new concept. It features a mix of made-to-order and grab-and-go items. The store continues to offer traditional items, such as salty snacks and baked goods, and features fresh-made items in those categories whenever possible. “We are listening to our customers and evaluating what they want to further support our shift toward a fresh, minimally processed type offering,” Alexander said.

The new Chantilly store also added smashed burgers—griddle-prepped burgers with several different iterations, including plant-based options. The menu includes popular items, such as Stackadillas, salads and bowls, as well as all-day breakfast. New bowl selections allow customers to pick from field greens, quinoa and tots as the dish’s foundational ingredient. The beverage selection included organic sodas via its tap-style beverage dispenser wall alongside Dash In’s bean-to-cup coffee program.

“At our all-new Dash In location, the central open kitchen is front and center so guests can see their food being prepared,” she said. “Large wayfinding signs celebrate Dash In’s renewed commitment to making it easy to do business with us.”

To continue reading about the new Dash In concept, read “Sit for a While” in the September 2023 issue of NACS Magazine.