Culture of Innovation
Philadelphia, Pennsylvania, USA
Innovation drives Wawa forward, as can be seen in its new flagship store in Philadelphia. The 11,500-square-foot location—the largest Wawa in the chain—seeks to celebrate the company’s culture of innovation in a one-of-a-kind setting.
Located in the historic Public Ledger Building, Wawa kept the existing arch windows and exterior storefront while transforming the interior with industrial and Art Deco cues to provide a fresh, inviting space. Seating zones flank the entrance, and a living greenery wall provides a nice touch.
Wawa partnered with Mural Arts Philadelphia on two murals, designed by local artists, inside the store. The murals include a mix of the City of Brotherly Love’s skyline, bridges, roads, iconic buildings, critical industry and important inventions. The murals also grace the location’s coffee cups.
The store offers an extensive range of fresh prepared foods, including Wawa’s signature hoagies and hand-crafted specialty beverages. Customers also can enjoy the newest menu items, such as custom salads, nitro cold brew, signature blends and Reserve line coffees, and artisan products.
In addition, the store features new product lines, such as a full-tap system kombucha, teas and mountain “swizzle” on tap. Customers can choose from an array of grab-and-go items and other packaged products. An expanded cold beverage area includes an iconic Coke Wall while an in-store bakery produces baguettes and French loaves of bread, plus a full line of desserts, including cakes, pastries and gluten-free options.
Wawa uses the 6th and Chestnut location as an incubator for innovation in foodservice, access and features designed to elevate the in-store experience. The store utilizes innovative technology in numerous ways, including touchscreen kiosks, and plans to test new mobile payment options and virtual point-of-sale systems.
The company connected with the community in a big way during the grand opening of the location, with a parade down 6th Street, historic re-enactors, Philadelphia team mascots and Wawa’s antique milk truck. Thousands of customers turned out for the weekend events, which were recorded online, in print, on TV and across social media. In total, the grand opening generated more than 20 million media impressions.
“Wawa’s showcase store includes a number of one-of-a-kind features and product innovations, along with elements completely unique to this location that bring the Wawa brand to life in new ways,” the company said. “The store honors the history of Philadelphia and celebrates Wawa’s enduring culture of innovation in its most unique store ever.”