Weigel’s is tailoring music and messaging on its in-store radio by store, time of day and customer behavior.
In partnership with My InStore Radio, a Billund, Denmark-based in-store media company, Weigel’s custom audio programming shapes the sound of each store, reflecting local communities, the Powell, Tennessee-based convenience-store chain said. The result is an audio environment designed to boost atmosphere, maintain brand consistency and complement store flow without distraction.
The approach also creates opportunities for vendor partners. Curated ad placements allow brands to connect with customers at high-dwell, high-intent moments inside the store, all within a controlled, brand-safe environment.
- Weigel's is No. 84 on CSP’s 2025 Top 202 ranking of convenience store chains by store count.
“We’re moving in-store audio from something that just fills space to a tool that supports both the guest experience and our operational flow,” said Nick Triantafellou, director of marketing and merchandising at Weigel’s. “It’s part of a broader shift in c-store retail, where stores are not just transactions—they’re community touchpoints, and every element, including audio, can contribute to that experience.”
Milk Crate Media, which launched in October, is Weigel’s own retail media network connecting in-store, digital and loyalty-based touchpoints. The network leverages first-party data and proprietary engagement programs, such as MyWeigel's Rewards and name, image and likeness (NIL) campaigns with University of Tennessee athletes.
Triantafellou said integrating in-store audio into Milk Crate Media positions Weigel’s at the forefront of retail media innovation in the convenience sector.
“We now have both the scale and storytelling power to make retail media a meaningful platform for our partners,” he said.
Weigel’s joins other c-stores expanding into retail media networks, including Casey's, Parker's Kitchen, Wawa, 7‑Eleven and EG America.
With 2026 marking Weigel’s 95th anniversary, the chain is leaning on Milk Crate Media—and in-store audio as a key component—to modernize its marketing stack while deepening connections with both customers and vendor partners.
Weigel’s was established in 1931 as a family business selling raw milk.
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