Convenience Store News

MAR 2017

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76 Convenience Store News | MARCH 2017 | WWW.CSNEWS.COM Freshies STORE SPOTLIGHT I f you've ever questioned what an energy company knows about foodservice innovation, R.H. Foster Energy LLC has the answer with its new conve- nience store prototype in Ellsworth, Maine: "More than you'd expect." Opened for business on July 21 and located on the corner of Elm and High streets in Ellsworth, this pro- totype store not only ushers in a new c-store design for the Hampden, Maine-based company, but also a whole new brand for its convenience stores — Freshies. This moniker was previously reserved only for R.H. Foster's deli concept. The foodservice-focused Freshies prototype in Ellsworth is the first location to be com- pletely branded as Freshies — and is step No. 1 in a new five-year plan for R.H. Foster, Brenda Gerow, the com- pany's executive manager, told Convenience Store News. As the U.S. convenience store landscape began shift- ing its focus from tobacco and gas as primary staples, R.H. Foster recognized it had to make changes in order to adapt. Thus, the company came up with a five-year plan to put foodservice in all of its c-stores. "Our goal is to reinvent ourselves today for the cus- tomers of the future," Gerow explained. FRESH LOOK, FRESH OFFERINGS Many of R.H. Foster's existing On the Move c-stores already offer foodservice, so the company wasn't looking A Beginning R.H. Foster's new c-store prototype is step one in a five-year plan focused on foodservice By Danielle Romano The Freshies brand, previously reserved for R.H. Foster's deli concept, will serve as the overall store moniker for all the chain's future new stores.

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