Convenience-store chain Yatco started in the early ’90s with a run-down, boarded-up Exxon station in Worcester, Massachusetts, Yatco Vice President Hussein Yatim said. His father, Tarek Yatim, took over that station when he was offered it for free. About a year later, after around-the-clock work from Hussein’s parents, the store became a thriving location, and the family’s reputation as great operators grew.
Now Yatco has 21 locations, 15 of which are company owned and operated and six of which are company owned and dealer operated. They are located in Massachusetts, Rhode Island and Connecticut. It also has two new-to-industry locations set to open soon, with plans for another three more in the second half of 2025, Hussein Yatim said.
It also has a new flagship store, which opened Jan. 29, and is located at 75 Quinsigamond Ave., Worcester, Massachusetts. The store is 6,000 square feet.
Hussein Yatim shared with CSP insights on the new store design and more.
This interview has been edited for length and clarity.
What is the layout of the new flagship store like?
Yatim: With such a large convenience store, the layout is very open and inviting. We have gondolas with your traditional c-store categories, as well as some niche sets like a better-for-you chocolate/candy and better-for-you salty snacks. In collaboration with King Retail Solutions (KRS), who helped design our next-generation Yatco c-store concept, we have elements called “clouds” that hang in the store. The prominent one is over the open-air cooler that calls attention to that area near the checkout counter.
We have an extensive dispensed beverage counter that has items like F’real, frozen carbonated slush, energy slush, lemonades, teas and an interactive digital fountain machine with over 20 products. One unique offering is our “dirty soda” bar. Customers can get any flavor soda from our fountain machine and then help themselves to an assortment of syrups and fruit purees to create a tasty concoction.
This location also has two quick service restaurants: Coffee Connections and Slice It. Coffee Connections serves café-style coffee and espresso-based drinks along with high-quality breakfast items such as avocado toast, breakfast sandwiches, acai bowls, smoothies, protein shakes, etc. Slice It serves pizza, wraps, hot sandwiches and hot plates.
What are some other highlights?
Yatim: This location has 16 fueling positions including high-speed diesel. We also have eight V4 Tesla Superchargers. These are the only level 4 Tesla chargers in the region and the only Tesla hub in Worcester, Massachusetts. We have indoor seating for customers to enjoy their food, and this spring, we will be adding tables and chairs on our outdoor patio for customers.
How would you describe the aesthetic of the new store?
Yatim: I would describe the store as modern contemporary with pops of color (predominantly our Yatco blue and green). The front of this store has very large windows that allow ample sunlight and visibility both into the store and out to the forecourt.
What are you most proud of with the new store?
Yatim: As we grow, one of our focuses has been to create a uniform Yatco c-store concept that customers will recognize at our locations. I am proud of the work we did in collaboration with KRS to create a store aesthetic and design that captivates the consumer and elevates the generic definition of what comes to mind when customers think of a c-store/gas station. This store is the launch of our elevated Yatco c-store concept as we move toward this next phase of growth in the company.
What do you hope customers think of when they think of Yatco?
Yatim: My hope is that when customers think of Yatco they think of reliability, convenience and a commitment to quality. We’re the place they can count on for fast, friendly service; clean and well-stocked aisles; and a community-focused atmosphere. Whether it's refueling their car or grabbing a quick snack, we aim to make every visit smooth, easy and satisfying.
What are your growth plans for 2025 and beyond?
Yatim: We will have four new-to-industry stores at minimum coming online this year (Worcester being included) and breaking ground on a few others this spring. As we have become more strategic in having a robust growth pipeline, we are continuously evaluating existing sites and properties.
What do you love about the convenience industry?
Yatim: What I love about the convenience industry is its fast-paced, dynamic nature. It’s all about delivering exactly what people need when they need it, and that’s a constant challenge. There’s something rewarding about providing a service that makes life easier for people—whether it’s fueling up, grabbing a coffee/snack or picking up essentials on the go. Plus, the industry is always evolving, with new tech, product offerings and customer expectations to keep up with, which makes it exciting and full of opportunities.
How do you hope the new store design will help drive trips?
Yatim: I hope the new store design will create an inviting, streamlined experience that makes customers feel like it’s not just a stop, but a destination. By optimizing flow and layout, we can reduce wait times and make it easier for customers to grab what they need quickly while also showcasing new offerings or promotions that may spark impulse buys. A visually appealing design with clear signage and cozy areas for customers to relax could encourage longer visits or even make them more likely to return. Ultimately, it’s about creating a space that meets customer needs and enhances their overall experience, which will naturally drive more trips.
What was the strategy behind building the new store?
Yatim: There were a few reasons behind building the new location. First being the new location is our fifth site in Worcester, Massachusetts, an area where our brand is known and where we have been operating for over 30 years. This site helps us continue to build brand recognition and have a foothold in the market. Another reason is the location being at the intersections of routes 146 and 290, which are major highways within the region, and this location unofficially serves as a gateway into the city. Also, the footprint of the site was attractive where we were able to build a large-format c-store that has great accessibility in a high-traffic area.
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