coffee

As the ExtraMile concept has evolved, it has kept one element steady: its commitment to the heavy c-store user, or someone who comes into the store an average of 20 times a month, up to three times per day. Here's a look inside and behind the scenes.

For an industry repositioning itself as a foodservice business, the battle for coffee has run both hot and cold, literally. Air-pot coffee has been a staple of c-stores for decades, but that “gas-station coffee” has given way to more upscale beans and a gourmet flavor selection, at least on the hot-dispensed side.

Convenience etailers are challenged to make coffee work. innovators will be up for the challenge. But even in a time of consolidation, in which financial motives drive every decision, the innovators will be up for the challenge. They bank on their instincts and aren’t afraid to take calculated risks. When they break new ground and succeed, it’s almost its own reward.