Wawa is shifting to changing consumer behavior with more Instagrammable, premium and sustainable coffee offerings. The Wawa, Pa.-based c-store chain regularly rolls out head-turning holiday limited-time offers. Some drinks, such the chain’s Peppermint Steamer, are even featured on the retailer’s secret menu, which is accessible through its touchscreen kiosks. Last March, Wawa announced an initiative to transition to Rainforest Alliance Certified products for all its espresso drinks.

Last year, the chain also added its Wawa Reserve line, with rare coffee blends that make up just 3% of the world’s coffee. The fair trade-certified and organic blends are accompanied by cards with tasting notes and origin descriptions.