Business 10th Edition by Ferrell,Geoffrey Hirt,Linda Ferrell

Exercise 8

Sheetz: The Starbucks of Convenience Stores
Imagine a convenience store that resembles and employs the same atmosphere as a Starbucks. This might seem unusual, but Sheetz is looking to change that. Sheetz is a family business and one of the largest and fastest-growing convenience store operators in the country. The company has annual revenues of $7 billion and has created its own category of stores. Sheetz opens stores that offer made-to-order foods, gasoline, and other food items, including private-label candy, nuts, and beef jerky. The company has more than 400 locations across the East Coast.
While sales at convenience stores have dwindled, Sheetz is trying an innovative approach it hopes will help change the view that convenience stores do not offer good food. The company has introduced "convenience restaurants" as a way to boost sales. Sheetz found that it is most profitable in an area dubbed as America's fourth meal-snacks. To take advantage of Americans' love of snacks, the company markets an array of food items, including deli sandwiches, burgers and hot dogs, pizza, and burritos available at all hours, every day. Sheetz even lets users customize their food using a touchscreen ordering system. The company brands and delivers its own gas and encourages Millennials to hang out in the booths and tables provided for customers.
Sheetz has been recognized through multiple awards. Forbes ranked Sheetz as the 61st top privately held company in the United States. Although consumers usually spend very little time in a convenience store, Sheetz is aiming to reverse this trend and encourage customers to stay awhile. 8
Why do you think Sheetz allows customers to customize their menus using a touch screen?