Dive Brief:
- Wawa has added a new coffee customization program to its touchscreen ordering system, the company announced earlier this month.
- Customers can select from a variety of milks, sweeteners, flavors and toppings for their drinks and modify the amounts when placing their orders, according to the announcement.
- Top c-stores have been innovating within their beverage programs this year, from QuikTrip’s revamped fountain offerings to Casey’s Darn Good Coffee line.
Dive Insight:
Wawa’s latest initiative capitalizes on the growing coffee-away-from-home trend. About 75% of coffee-market spending occurred away from home in 2023, according to TD Cowen — a number that’s expected to grow to 81% by 2033.
As c-stores compete with coffee shops for those dollars, an increase in drink customization should help. More than half of customers in 2023 told the National Coffee Association that they had fewer personalization options at c-stores than other outlets.
“With an ongoing commitment to providing customers with convenience and customization, we’re excited to take it one step further allowing customers the ability to create their lattes and iced coffees exactly how they’re craving them,” said Mary-Rose Hannum, Wawa’s chief marketing product officer, in the announcement.
Wawa’s milk options include whole, 2%, almond, oat and cream; sweeteners are sugar, stevia and sucralose; flavors currently include caramel, chocolate, vanilla, mint, salted caramel, zero-sugar salted caramel, brown sugar, coconut, pumpkin and toasted marshmallow; and toppings are drizzle, graham crackers, chocolate chips and crème brulée sprinkles.
In celebration of the new program, customers can get a hot or iced latte starting at $3 through Nov. 23.
The retailer also announced the return of its Thanksgiving-themed fan-favorite sandwich, The Gobbler.
