Wawa Goes Thermal

Retailer's "Coffee Station Makeover" campaign celebrated with six-stop Brew Tour

WAWA, Pa. -- Ceremoniously retiring all of its glass coffee pots, Wawa Inc. has unveiled its new Coffee Station Makeover initiative. The chain is redesigning the coffee stations in all of its 572 stores by the end of the year with thermal pots and an updated design. The new pots are meant to reduce waste, conserve energy and keep coffee at its peak freshness around the clock.

As the company rolls out the remodel to all stores, it is holding special events in each of Wawa's major markets. During the course of this seven-stop Brew Tour, the retailer will give out more than [image-nocss] a quarter million cups of free coffee, in addition to other prizes and giveaways.
Wawa is also honoring area coffee "hosts and hostesses" for their customer service and coffee-program maintenance through a special toast and a two-minute, time-lapse video shows guests the 12-hour coffee conversion each store undertakes. The stores are also displaying a photo museum featuring photos of Wawa's coffee program through the past 35 years.

Tomorrow, Sept. 15, the Brew Tour will make its third stop, in Vineland, N.J., where Wawa president and CEO Howard Stoeckel will lead the retiring of the glass pots and unveiling of the thermals. The chain has invited Wawa veteran Vic Musso, who served one of the first cups of coffee at a Wawa store 35 years ago, to serve a cup to one customer who will receive a month's worth of free coffee.

This is one of the final stores in the central/southern New Jersey Wawa market area to receive the makeover. The Brew Tour events are held at the first store in each market to be converted. Following each event, the entire market area is transformed within 30 days. The conversions run in tandem with a four-week in-store sweepstakes, during which customers enter to win one week's worth of free coffee as well as limited-edition, stainless steel coffee mugs.

To date, 380 stores chain-wide have received the coffee remodel. The entire chain will be transformed by December 10. Future Brew Tour stops include New Castle, Del., on September 24, Abington, Md., on September 28, and Virginia Beach, Va., on November 17.

The Wawa, Pa.-based company currently operates approximately 575 convenience stores in Pennsylvania, Delaware, Maryland, New Jersey and Virginia.

Watch for an onsite report on the Vineland store's Coffee Station makeover in Thursday's CSP Daily News.)