Matthew Rogers, dispensed beverages category manager at Stillwater, Oklahoma-based OnCue, was a finalist for dispensed beverages, small chains, in CSP’s 2025 Category Manager of the Year (CMOY) awards.
This year's CMOY awards featured 14 winners across seven categories. Winners from both small (99 or fewer stores) and large chains (100 stores or more) were selected for the first time in each category.
OnCue is No. 93 on CSP’s 2024 Top 202 U.S. c-store chains by store count.
Here is the Q&A from his conversation with CSP on the strong loyalty of fountain and coffee customers, top category performers and more:
What’s new and exciting in your category?
Recently, the most exciting part of my category has been the resurgence of innovation, in both product and equipment. Our suppliers are seeking out answers to how we can continue winning, and that’s exciting for us and our customers.
What do you love about your category?
I love the challenge of finding ways to deliver the drinks that our customers prefer, in a dispensed format. I also enjoy growing the connection that people have to their morning cup of coffee or their afternoon fountain drink. Fountain and coffee customers are some of the most loyal in the industry. I enjoy giving them quality products to be loyal to—rather than just a low price.
What trends are you watching?
The landscape of what a dispensed program should include is shifting. In cold dispensed, we have seen continued growth in zero-sugar sodas and our Hispanic offerings. Within our coffee program, we have seen sustained growth in cold coffee offerings. Cold brew, frozen cold brew and iced coffee are trending, and I’m focused on rolling out programs that keep us ahead of customers’ changing taste preferences.
What products performed well in the past year?
In cold dispensed, our top performers were zero sugar sodas, which continue to gain traction with customers. Alongside this, our fresh brewed tea program remains a key part of our offering, consistently growing year over year as it resonates with a broad range of consumers.
What are your goals/most looking forward to in 2025?
This year, my goal is to build stronger connections with customers through loyalty incentives and continue highlighting that our offerings go beyond the traditional fountain and drip coffee. We’ve introduced a variety of new and exciting options, but raising customer awareness is essential for driving growth.
What are the biggest challenges?
The biggest challenge with dispensed beverages is making the most of the space available. It’s important to explore new segments where dispensed beverages can succeed, all the while staying true to your target audience. Finding the perfect offering is a moving target, as it’s constantly changing. If you’re not adapting, you risk falling behind.
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