Convenience Store News - May 2018 - 38

COVER STORY

FROM A
SPARK TO
A BONFIRE
How Maverik went from a
solid grab-and-go concept
to a best-in-class
foodservice program
By Angela Hanson

AS A CONVENIENCE STORE OPERATOR, Maverik Inc. serves as
an example of how to do convenience retailing right, by
embracing a unique identity as "Adventure's First Stop" and
pursuing an ambitious growth strategy that led it to open
milestone store No. 300 in July 2017 and land the retailer
on the Convenience Store News Top 20 Growth Chains
ranking earlier this year.

As a foodservice operator, however, Maverik is perhaps
even more inspiring for its evolution from a standard
c-store food offering (think roller grill, packaged sandwiches) to a program that is now a best-in-class example of
how to take convenience foodservice to the next level.
Rich Green, director of foodservice for the Salt Lake Citybased chain, recalls that when he joined the company 13
years ago, Maverik's foodservice program centered on
baking its own fresh bread in-store at every location. Aside
from that, Maverik offered "the typical convenience store
fare." The largely grab-and-go offering was solid, but had
little to set it apart from competitors' foodservice programs, according to Green.
This led to the development of the BonFire brand. Launched
in 2009 alongside a revamp of Maverik's Bodacious Bean
coffee program, BonFire tied Maverik's food items together
under a single identity with an adventurous theme and

38 Convenience Store News C S N E W S . c o m


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Convenience Store News - May 2018 - Contents
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