Liquid Barcodes CEO Mats Danielsen visited America’s Best Foodvenience Stores in a week-long journey through New England and the Midwest
I have spent over a decade in the convenience store industry and have seen the sector continue to evolve. Last week, I visited several of the most innovative convenience retailers in America as part of a search for the 2025 Best Foodvenience Store in the World. This competition, sponsored by Liquid Barcodes and organized by Insight Research, will highlight the best food operators, culminating in a winner being crowned in the fall.
This journey wasn’t just about finding great food at convenience stores; it was about discovering how forward-thinking retailers are redefining what it means to serve communities with convenience, quality, and genuine hospitality. Traveling alongside industry colleagues, including incoming NACS President and CEO Frank Gleeson, we set out to taste, learn, and be inspired.
Nouria Energy: Family Values Meet Fresh Foodvenience
Our first stop took us to Nouria Energy’s locations in Milford and Webster, Massachusetts, where we were warmly welcomed by Joe Hamza, Steve Skidds, and their incredible store teams. From the moment we walked through their doors, it was clear that this wasn’t your typical convenience store visit – this was an immersion into what happens when a family-owned business truly commits to excellence.
Nouria operates over 170 locations across New England, having grown from a single location in 1989 to become one of the top 50 convenience store chains in the country. But what struck me wasn’t just their impressive scale; it was how they’ve maintained that personal touch that only comes from genuine family ownership and operation.
The food program at Nouria is something special. We experienced their fresh, made-to-order offerings, featuring everything from Amato’s home-style Italian specialties to Krispy Krunchy Foods chicken and sides. Every detail showed me that the Nouria team is serious about delighting customers, from the quality of ingredients to the creativity in their menu development.
What impressed me most was their commitment to personalized service. In an industry where automation is king, Nouria has doubled down on the human element, ensuring that made-to-order foods are prepared with care and attention. It’s no wonder they’re going all-in for this year’s Best Foodvenience Store in the World competition. The competition should definitely take note.
Alltown Fresh: Chef-Led Innovation in Action
Day two brought us to Hudson, Massachusetts, just outside of Boston, where we visited Alltown Fresh and spent time with Chef Jason Lord and his fantastic store team. With 16 locations across New Hampshire, Connecticut, Massachusetts, and New York state, Alltown Fresh represents something truly revolutionary in convenience retail.
Part of the Global Partners family, Alltown Fresh opened the first iteration of this new store format in Plymouth, Massachusetts in January 2019, and what they’ve built in just a few years is remarkable. Their concept of a “fresh convenience market” isn’t just marketing speak; it’s a complete reimagining of what busy people should expect when they stop for food on the go.
The chef-led kitchens operating daily from 6:00 am to 6:00 pm represent a significant investment in quality that you simply don’t see at traditional convenience stores. We tasted offerings that were fresh, creative, and packed with flavor. Their philosophy that “busy people shouldn’t have to sacrifice better, fresh food choices or exceptional products for convenience” comes through in every bite.
What particularly impressed me was their attention to customization and customer preference. This isn’t just about offering fresh food; it’s about offering fresh food that meets individual tastes and dietary needs. It’s easy to see why they’re stepping confidently into this year’s competition.
Rutter’s: Raising the Bar with Innovation and Heritage
Our final documented stop took us to Milton, Pennsylvania, where we visited Rutter’s and were welcomed by an impressive leadership team: CEO Scott Hartman, Christopher Hartman, VP of fuels, advertising & development, and Philip Santini, senior director of foodservice & bar strategy. The level of executive engagement we experienced speaks volumes about Rutter’s commitment to their brand and their customers.
With 87 locations spanning Pennsylvania, Maryland, and West Virginia, Rutter’s has an incredible heritage; they’re the oldest vertically integrated food company in the U.S., with roots dating back to 1747. What started as a family farm in York, Pennsylvania, evolved into Rutter Bros. Dairy in 1921, and then into Rutter’s Farm Stores in 1968.
But here’s what blew me away: their latest innovation, the 1747 Bar and Lounge concept. I’ve never seen a sports bar at a convenience store before, and frankly, I wasn’t sure what to expect. These 14,000-square-foot spaces feature more than 20 TVs, adult beverages, foodservice, and fuel, it’s a complete reimagining of what a convenience store can be.
Standing inside their new store, Rutter’s slogan “Why go anywhere else?” suddenly made perfect sense. When you can fuel up your car, grab fresh food, watch the game with friends, and enjoy a craft beer all in one location, why would you go anywhere else? This isn’t just convenience retail – this is destination retail.
From innovative foodvenience to outstanding hospitality, Rutter’s is a brand that continually asks and answers its own challenging questions. They’re not just keeping pace with industry trends; they’re setting new standards for what’s possible.
Sheetz: The Pioneer of Made-to-Order Excellence
Continuing our journey from Middletown, Pennsylvania, Frank Gleeson, Ryan Oettinger, and I had the pleasure of visiting Sheetz, hosted by Ryan Sheetz, EVP marketing and supply chains. There’s something special about meeting with family leadership at a company that has remained true to its founding principles while continuously innovating.
Operating 770 stores across seven states at the start of 2025, Sheetz is truly a pioneer in “Foodvenience.” That perfect blend of high-quality, made-to-order meals with the speed and ease of convenience retail. Family-owned since 1952, they’ve built something remarkable that extends far beyond traditional convenience retail.
What struck me most was the incredible breadth of their foodvenience offering and the endless possibilities for customization in their Made-to-Order program. The way they deliver on this promise consistently, efficiently, and with genuine care is proof of why Sheetz is recognized as one of the best operators in the world. With strategic expansion underway and plans for a new distribution center in Findlay, Ohio, scheduled for completion in 2026, they’re positioning themselves for continued growth while maintaining their commitment to excellence.
Watching their teams in action, you can see why they’re such a shining example of a great American family business on the fast track. The energy, the attention to detail, and the pride in their craft all come together to create something truly special.
Wawa: A Masterclass in Strategic Growth and Foodvenience
On our final Pennsylvania stop, we stopped at a standout Wawa store in Summerdale, PA.
Wawa’s story truly is a masterclass in strategic growth. With approximately 1,136 stores currently operating across seven states as of 2025, they have ambitious plans to add another 700 locations over the next five years, bringing their total to around 1,800 stores. But what’s remarkable isn’t just the scale of their expansion, it’s how thoughtfully they’re executing it, with targeted moves into new markets like Tennessee, North Carolina, Georgia, Indiana, Ohio, and Kentucky.
The company’s approach to expansion demonstrates exactly what I believe drives success in convenience retail: innovation, customer focus, execution excellence, and outstanding store employee engagement.
What struck me most during our visit was seeing this philosophy in action. The best part of these visits is always witnessing the energy and pride on the ground, and the Summerdale store was absolutely no exception. As the lunchtime rush built up, the store was buzzing with activity, but what impressed me was how seamlessly the team handled the increased pace while maintaining their trademark friendly service and food quality.
Watching the Wawa team work during peak hours, you can see why they’ve become such a beloved brand wherever they operate. From their Built-To-Order food program to their specialty beverages, every element of the customer experience reflects their deep understanding that convenience retail is ultimately about making people’s daily lives better. Their expansion success isn’t just about opening new locations – it’s about bringing that same level of care and excellence to each new community they serve.
QuikTrip: Operational Excellence at Scale
Our journey took us to Des Moines, Iowa, and I visited QuikTrip. With more than 1,000 stores across 17 states and $15 billion in 2023 revenue, QuikTrip is truly a giant in US convenience retail. From Arizona to Virginia, their stores have become a benchmark for consistency and customer experience. Their recent expansion into Ohio, opening locations in the Dayton area in 2024, shows they’re continuing to grow strategically in competitive markets.
As with all our visits, this was about understanding their foodservice operation, and the energy and pride you see on the floor was unmistakable. The QT Kitchens team delivered friendly service and made-to-order meals with genuine care that you could feel throughout the store.
One particularly memorable moment was meeting their cleaning robot on the floor, a perfect example of how QuikTrip embraces technology to enhance operations while maintaining its focus on human-centered customer service. It’s this kind of thoughtful integration of innovation that has built their reputation for speed, quality, and operational excellence.
Kwik Trip/Kwik Star: Vertical Integration Done Right
From Urbandale to Johnston, Iowa, Frank Gleeson, Elaine Kanak with Vontier, and I visited two outstanding Kwik Star stores (Kwik Trip’s store name in Iowa), catching up with Ben Wilson, director of food service, and chatting with the enthusiastic store teams on the floor.
With 898 stores across six states as of January 2025, operating under five different brand names, including Kwik Trip and Kwik Star, this is a brand that has been perfecting its food program for decades. Kwik Star is the name used for stores in Iowa, Illinois, and South Dakota because the similar-sounding QuikTrip operates in those states – a thoughtful approach to brand management that shows their attention to market dynamics.
What makes Kwik Trip/Kwik Star truly special is its unique vertically integrated model. They control everything from bakery to dairy, ensuring freshness, quality, and consistency across their proprietary brands like Karuba Coffee, Nature’s Touch, Urge, and KWIKery. Their commitment to food quality was recently recognized when Kwik Trip won the award for “Nation’s Best Gas Station Food” in USA Today’s 10Best Readers’ Choice Awards.
What stood out during our visits was the impressive range of food, beverage, and grocery items, reflecting Kwik Trip’s commitment to serving customers like a true neighborhood favorite, effectively competing with grocery chains. Their ability to be both a convenience store and a legitimate grocery alternative is remarkable. And as with all our stops, the pride and energy of the teams made all the difference in the customer experience.
Casey’s: America’s Pizza Powerhouse
Wrapping up our time in Des Moines, Iowa, we finished with an incredible visit to Casey’s, where we caught up with CEO Darren Rebelez and Chief Merchandising Officer Tom Brennan, along with their fantastic store team. I got to see firsthand why Casey’s is such a powerhouse in US convenience retail.
With more than 2,600 store locations across 17 states, Casey’s has built an incredible reputation not just for convenience, but for pizza. Famous for making fresh, handmade pizzas from scratch every day, they’ve become the fifth-largest pizza chain in the US, proving that hot, prepared food can be a true growth engine for the entire business.
Following 7-Eleven’s purchase of Speedway, Casey’s is now the 3rd largest convenience store chain in the United States and the largest that is wholly American-owned. But what impressed me most wasn’t just their size, it was their unwavering commitment to quality and freshness.
From the moment you walk into a Casey’s, the smell of fresh dough in the kitchen tells you everything you need to know about their priorities. The energy of the store teams and their obvious pride in their craft made it clear that foodvenience isn’t just part of the Casey’s offer, it’s at the heart of their brand identity.
Reflections on the Future of Convenience and Foodvenience
This extended tour reinforced something I’ve believed for years: the convenience store industry is undergoing a fundamental transformation. The retailers who will thrive are those who understand that today’s consumers want more than just convenience. They want quality, experience, and genuine value.
Each of these remarkable retailers – Nouria with their family-driven excellence, Alltown Fresh with their chef-led innovation, Rutter’s with their heritage-meets-innovation approach, Sheetz with their pioneering MTO program, QuikTrip with their operational excellence at scale, Kwik Trip/Kwik Star with their vertical integration mastery, and Casey’s with their pizza-powered brand identity – represents a different path to the same destination: exceeding customer expectations in ways that seemed impossible just a few years ago.
As Liquid Barcodes continues to support retailers through our loyalty platform solutions, experiences like these remind me why I’m passionate about this industry. We’re not just selling products or services, we’re helping create experiences that genuinely improve people’s daily lives.
The Best Foodvenience Store in the World competition, which Liquid Barcodes is proudly sponsoring alongside Invenco by GVR and The Moseley Group, celebrates exactly this kind of innovation and excellence. I can’t wait to see how these remarkable retailers perform when the competition heats up.
For more information about the Best Foodvenience Store in the World competition, visit www.globalconvenience.com.
About the Author
Mats Danielsen founded Liquid Barcodes over a decade ago and, as CEO, oversees the global organization’s vast global activities. Mats started his convenience career at Circle K as head of retail sales and operations in the Nordics.
