ALTOONA, Pa. --Sheetz Inc. is launching its new Sheetz Bros. Coffee on Wednesday, rolling it out in more than 500 convenience stores. The new java’s tagline is “quality just got a kick in the beanz.”
Every store has new, state-of-the-art grinding and brewing equipment and trained baristas.
The coffee features four signature blends with a light to dark progression, freshly ground in every store and served in a new environmentally friendly cup.
“This new premium coffee elevates the sensory experience for our customers,” said Ryan Sheetz, director of brand strategy. “With four blends, 17 creamer and flavor options and a full line of latte and mocha beverages, Sheetz customers have more than 1,000 different ways to customize their coffee.”
The four coffee blends include Breakfast, Classic, Sumatra and French. The beans in the Breakfast, Classic and French Roast blends are sourced from Central and South America and the Sumatra bean is sourced from Indonesia. Amplifying these exceptional beans are brand new grinders in every store as well as modern grinding technologies producing a smoother, more composed taste profile.
“The updated cups are fully recyclable, BPA-free and made out of No. 5 polypropylene—one of the safest materials used to package foods,” he said. “This implementation will divert approximately 2.3 million cups from landfills every year.”
In celebration of the new coffee, Sheetz will randomly select one customer per day to win a $50 gift card during September. Customers who post a picture on Instagram or Twitter with their coffee using #KickintheBeanz will automatically be entered to win.
Sheetz also has established a new website for the coffee, Kickinthebeans.com.
Many regional retail watchers and industry observers will inevitably see the new coffee program as a salvo in the continued rivalry between Sheetz and fellow Pennsylvania-based chain Wawa. A report in The Pittsburgh Post-Gazette said that “the rollout may point to a strategy to surpass the coffee service of convenience store/gas station competitors such as Wawa, the most fierce convenience-store rival. Competition between Wawa and Sheetz falls along lines as clear as the Philadelphia Eagles versus the Pittsburgh Steelers.”
Established in 1952 in Altoona, Pa., Sheetz has more than $6.9 billion in revenue and more than 16,000 employees. The company operates in Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina. Sheetz provides a menu of Made-To-Order (M-T-O) sandwiches and salads, which are ordered through unique touch-screen order point terminals. All Sheetz convenience stores are open 24 hours a day, 365 days a year.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.