Wawa Sets Its Sights on Expansion

WAWA, Pa. — This year, Wawa is expanding not only its footprint—opening a record 63 locations—but also its product offerings, the Philadelphia Inquirer reports. From smoothies to specialty, small-batch coffee, the chain is looking to tap into the growing sophistication of its customers.

“The health and wellness trend is a big difference,” said Lynn Hochberg, the director of product innovation. Americans are also more educated about food than ever before, she noted. “A few years ago I would never have suggested we roll out harissa and call it harissa instead of a spicy red pepper spread.”

Wawa blossomed on average 8% annually between 2009 and 2018, shooting past $12 billion in revenue last year. The company anticipates that Florida—currently with 167 locations—will have the most units than any other state by the close of 2021.

That growth has been fueled partly by the changing way people expect convenience stores to have the same cutting-edge foodservice as restaurants. For example, when Mediterranean bowls began to appear on menus across the United States, Wawa ran a pilot program with its version of the grain-based dish. Next week, all units with custom salads on its touch-screen ordering systems will also have grain bowls available.

The chain is also taking out preservatives and artificial colors and flavors from store-branded products, including a “clean” ice cream label that will be added to the Mid-Atlantic market in a few months. We’re trying to be innovative,” said Chris Gheysens, Wawa CEO. “We’re sort of that small hometown Philadelphia company, but I think people get a sense we’re growing.”