Ideas 2 Go: Filling Co. Fills Tanks and Stomachs

Customers at the Virginia-based Filling Co., which has three locations, aren’t just stopping at the store to fill up their gas tanks—they’re stopping to fill their stomachs as well.

“You can come here for pretty much anything. There's a wide variety of food. We have breakfast, lunch, acai bowls, smoothies ... we offer [breakfast] all day,” said Jordan Rubino, director of operations at Filling Co.

The Filling Co.’s menu also includes freshly made items such as salads, cheesesteaks, sandwiches, burgers, quesadillas, pizza and more.

“We have a very large menu. You can come here at 7:00 a.m. and get a pizza. You can get a cheesesteak at 7:00 a.m. You can get a breakfast burrito at 11:00 p.m.,” said Rick Rubino, co-owner of the Filling Co.

The Filling Co. also supports its community and local schools. “We do a lot of business with the high school kids when they have away sports games. They need to have the food ready ahead of time so they can eat it on the bus on the way to the game. We let them order on our app, and then we have them all set off to the side for pick up,” Rick Rubino said.

“People like good food. People like fresh food. They like good service. And if you do that, you'll be successful,” Rick Rubino added.

Filling Co. was featured in the 2025 NACS Ideas 2 Go video series. The series captures ideas from some of the most innovative and food-forward convenience stores in the industry and debuts during a NACS Show General Session.

Watch the full video of Filling Co. here, and check out the other 2025 Ideas 2 Go videos here.