5 Ways Rutter’s Is Investing in Growth

YORK, Pa. — Through store growth, foodservice development or beverage limited-time offers (LTOs), convenience retailer Rutter's has been blazing a forward-thinking trail.

With 78 c-stores in Pennsylvania, Maryland and West Virginia, York, Pa.-based Rutter’s ranks No. 87 on CSP’s 2021 Top 202 list of the largest c-store chains in the United States.

Here are a few examples of what’s going on at the oldest vertically integrated food company in the United States ...

Early this year, Rutter’s announced more than $100 million in capital investments. Plans include fueling its growth through new locations and remodeling of existing locations. New builds include four locations opening in 2021 across Pennsylvania, Maryland and West Virginia, along with seven locations beginning construction. All new builds will exceed 10,000 square feet.

In July, Rutter’s increased its starting wage for the third time over the past 15 months, raising it to $15 per hour for all field employees. The chain continues to commit to investing in its people, increasing field wages by more than $15 million annually, a 36% increase, since April 2020.

All Rutter’s team members will see a wage increase, with full-time team members earning more than $30,000 per year. Rutter’s store managers can earn more than $110,000 per year, and restaurant managers more than $100,000 per year, with bonus.

Rutter’s partnered with Steel Reserve to offer bright-green Shamrock Spiked Slushies as an LTO in time for St. Patrick’s Day. The slushies, available in 20-ounce cups or 64- and 128-ounce party bags, featured a tropical flavor offering a citrus taste and a mix of sweet and sour.

“At Rutter’s, we’re always looking for new ways to bring fun and unique offerings to our customers,” said Sean Pfeiff, Rutter’s senior category manager.

To meet the growing demand for food made on-site, Rutter’s recently changed its high-speed ovens to the TurboChef HHB 2 for a larger capacity in the same footprint as its smaller counterpart, allowing cooking of two completely different meals simultaneously, said Chad White, foodservice category manager.

“The benefit is you could cook for lunch while you’re doing breakfast orders, so you would have double the oven,” he said. The HHB 2 also has Wi-Fi capabilities, allowing retailers to change cooking details from headquarters. “That’s the biggest piece it will help with.”

In July, Rutter’s opened its first spirits room—an 800-square-foot area stocked with whiskeys, vodkas, gins, mixers and more—at a store in West Virginia. Chris Hartman, director of fuels, forecourt and advertising, said the offer is something the c-store customer is looking for, and “it’s a learning experience, should anything change for our stores in Pennsylvania,” which currently are not allowed to sell spirits.

Late in 2020, Rutter’s presented the Junior Achievement of South Central Pennsylvania a $25,000 donation to benefit local business education program, JA BizTown. The program, which Rutter’s has sponsored for the past 16 years, helps fifth- and sixth-grade students connect school lessons with the real world. Activities include operating a bank, managing a restaurant, writing checks and voting for the mayor. Rutter’s has donated more than $350,000 during its sponsorship run.