A last-mile strategy involves making it safer during the pandemic for customers to travel to and visit the store. Along with its cleanliness initiatives, Thorntons in July launched text-to-enroll registration for its Refreshing Rewards program, making it easier and safer for customers to sign up with their mobile phone. The new service provides the option to enroll at the pump. It helps promote social distancing for customers and employees, says President and CEO Simon Richards. “Safety and value are central to our promise to be our guests’ favorite place to stop when they are on the go,” he says.

The Louisville, Ky.-based retailer also promoted safer interaction by hosting its first drive-thru hiring event in September. The company says it is a convenient way to connect with applicants while maintaining social distancing.

And it is adapting its foodservice offer, launching the newly developed BurgerRito, an easy-to-handle burger wrapped like a burrito. “We're working toward a full made-to-order offer, but at the moment it's grab and go,” he says, “and that essentially has served us really well during this COVID time.”