Cumberland Farms Adds Ria's Pizzeria to Family of Restaurant Brands

Retailer bringing new concept to its convenience stores, beginning in Massachusetts
Ria's Pizzeria - dough snacks and pizza
Photographs courtesy of EG America

WESTBOROUGH, Mass. — Retailer Cumberland Farms will launch a brand new restaurant concept this week with the grand opening of Ria’s Pizzeria on Nov. 30 with a ribbon-cutting ceremony at its convenience store in Norton, Mass.

The first Ria’s opened earlier this month in North Adams, Mass. Norton is the second of many coming to this area, offering pizza and other items, Ria’s said.

  • Cumberland Farms owner EG America is No. 4 on CSP’s 2022 Top 202 ranking of U.S. convenience-store chains by number of company-owned retail outlets.

Ria’s will offer pizza by the slice and pizza made to order. In addition to cheese, Over the Top pepperoni, vegetable and ultimate meat pizzas, the menu will include specialty pizzas like Nashville hot chicken, chicken bacon ranch and loaded baked potato.

Breakfast pizzas include a bacon, egg and cheese offering. It also offers Ninos, which are bite-sized sweet or savory dough snacks and Bolis (mini stromboli).

 “We’re thrilled to introduce Ria’s Pizzeria to our family of restaurant brands and are really excited for our guests to experience Ria’s quality pizza by the slice, our extra-large whole pies and our unique and convenient grab and go Ninos and Bolis,” said Cindy Rantanen, senior vice president of food and franchise business at Westborough, Mass.-based EG America.

Ria’s will also offer the following grand opening deals to customers for a limited time:

First 50 people to visit on opening day will receive a coupon for a free whole pizza up to $15.99.

Introductory offers, valid for the first 30 days, include:

  • 2 Ninos free with every purchase
  • All signature Pies: $10
  • All specialty pies: $12

Founded in 2001 by the Issa Family, Blackburn, U.K.-based EG Group is a gasoline forecourt and retail convenience operator with more than 6,200 sites across the United Kingdom and Ireland, Europe, the United States and Australia. In 2018, EG Group established itself in the United States as EG America by acquiring Kroger’s 762-site c-store network, which included the Turkey Hill, Loaf 'N Jug, Kwik Shop, Tom Thumb and Quik Stop banners. It acquired TravelCenters of America’s Minit Mart convenience-store business for approximately $330.8 million in 2018. The portfolio included 225 c-stores. And in 2019, among other acquisitions, EG Group acquired Cumberland Farms and its nearly 660 c-stores in the Northeast and Florida.

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