Dive Brief:

• Rutter’s has added a new rotating menu to its array of freshly prepared food offerings, according to a Tuesday press release.
• The first slate of items includes a peanut butter burger that’s topped with onion rings, cheddar cheese, Reese’s peanut butter sauce and barbecue sauce; pulled pork fries with cheese, barbecue sauce and ranch dressing; and loaded potato pizza, topped with hashbrowns, onions, bacon and cheese. 
• Each of these items is available for a limited time, with new items being cycled in on a regular basis throughout the year.

Dive Insight:

The addition of this new rotating menu comes on the heels of Rutter’s adding online ordering to its mobile app and website, which lets customers order ahead and pick up their food at a specific time. 

While the announcement of the new items got mixed reactions from users on social media, those who had actually tried them already had mostly positive things to say. 

C-store brands are increasingly competing with QSRs for consumer dollars. Limited-time menu additions like Rutter’s may help draw consumers to try c-store food items. A focus on premium prepared foods and new formats helped Wawa score higher consumer satisfaction than major QSR brands during 2021 and 2022, according to Technomic research.

Menu additions have proven a vital way for restaurants brands to draw consumers as inflationary pressures drive consumers to be more circumspect in their food selections. In recent weeks, IHOP announced a sizable menu overhaul, KFC added chicken nuggets, and Denny’s launched a new menu. Rutter’s rotating LTOs may help the compete with QSRs as price-sensitive consumers trade down from fast casual brands.

The York, Pennsylvania-based c-store chain already offers a variety of made-to-order meals. Its menu is available 24 hours a day and covers every daypart, including breakfast sandwiches and burritos, burgers, rice or lo mein bowls, pizza, shakes and more. 

“The goal at Rutter’s is to continue giving our customers new and exciting food options to choose from,” said Chad White, Rutter’s foodservice category manager.

Rutter’s is making these changes as it prepares for a 50-store expansion over the next five years. It’s upping the average size of its new locations, as well, giving it more room to both support current initiatives and try new ones. 

“We think that our made-for-you capabilities and food service options, along with the ability to see everything being prepared, is a great, great thing for customers and something that they really enjoy,” said Chris Hartman, vice president of fuels, advertising and development for Rutter’s, in an earlier interview.

Rutter’s operates 84 convenience stores in Pennsylvania, Maryland and West Virginia, with plans to expand into Delaware and Virginia in the next few years. In addition to the c-store arm, Rutter’s Companies also owns a dairy and beverages company and a real estate firm.