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Foodservice

Wawa Celebrates Anniversary With Secret Menu

Limited-time offers available through early May

WAWA, Pa. -- Wawa Inc. rolled out a secret menu in honor of the retailer’s 54th year in the convenience-store business.

Customers can access the menu via touchscreen ordering kiosks in the chain's stores. Tapping the Wawa goose logo in the corner of the screen unlocks the menu and allows guests to choose from a Birthday Cake Shake for $3.69 or Birthday Cake Smoothie for $4.29. The treats are available in 16-ounce and 24-ounce sizes.

The Wawa, Pa.-based c-store chain has integrated a corresponding social-media campaign into the ordering process. After the selection of a secret menu item, a screen pops up with the hashtag #WawaSecretMenu, telling users, “Some secrets are meant to be shared!” The limited-time offers will be available through May 6.

Along with the secret menu, the chain also celebrated “Wawa Day” with a free cup of coffee for customers on April 12. The retailer estimated it would hand out 2 million free cups of coffee across its 790 stores. Some locations also had digital displays featuring photos of Wawa employees and customers.

“Wawa Day is a great day for us to all pause and thank the millions of customers we’ve served over the past 54 years who have made us an integral part of the communities we serve,” said Chris Gheysens, Wawa president and CEO.

Wawa ranked No. 11 in a year-end update of CSP’s2017 Top 202 list of the largest c-store chains in the United States.

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