Convenience Store News - July 2018 - 65

been adapted to fit the concept of localized. Specific to
the Chesterfield County location, Dash In is testing two
new menu items: a Buffalo Chicken Quesadilla and Chicken
Parmesan sliders. The latter is the seventh variety in the
retailer's slider sandwich program.

Photo by John Magor Photography

Thanks to the size of the kitchen, Dash In anticipates using
this location to introduce and test more localized menu
items before rolling them out to its other stores.
Turning to its beverage offerings, the retailer has
introduced a growler and crowler program in this new
format. Although alcoholic beverages aren't something
the chain is explicitly looking to get into, the program
is a unique characteristic that the retailer wanted to
incorporate given the prominence of craft brewers in the
Richmond market.

"The thing we like about offering the growler and crowler
program in this market is that there are 32 craft breweries
in the Richmond market, so the area skews very high for
being craft-beer connoisseurs. We figured it would be a
logical fit, knowing that there's a strong demand in the
marketplace and knowing it could be incorporated in future
Richmond locations," the Dash In president said, noting that
in other regions where it operates, the retailer isn't permitted to sell alcoholic beverages, but it is in Richmond.
Over time, Dash In is planning to elevate its non-alcoholic
beverage offerings as well. The lineup in the new-format
store currently consists of:
* A basic cold-dispensed menu, with 16 rotating varieties
from national partners;
* Flavored-infused waters and fruit-infused teas;
* A full coffee program;
* Mountain beverages, including ices and
blended milkshakes; and
* A progressive assortment of emerging
brands within the nonalcoholic cooler, such as
artisan ginger and root beer,
health-driven energy drinks,
and Yerba Mate.
When it comes to amenities,
the Chesterfield County
location is the first to feature
Dash In's more modern and
expansive seating package. Although seating is
available at a few locations,
it has never been part of

Photo by Donnell Wallace at DW Celebrity Photography LLC

As part of the program, eight taps change frequently and
feature beer selections from local and regional craft breweries. Currently, Dash In has tapped 21 Virginia breweries,
20 local breweries and six micro-breweries. Customers can
purchase a 32-ounce canned crowler or a 64-ounce glass
growler, or refill their own growlers as part of the retailer's
refill program. According to Wills, Dash In is the first retailer
in the Richmond market to sell crowlers.

Customers can purchase 32-ounce canned crowlers or 64-ounce glass
growlers and fill them with various beer selections from local and regional
craft breweries.

a prototype, Wills noted. Inside, communal tables made
from reclaimed wood are completed with bar-top seating,
charging stations and free Wi-Fi. Outside, built-in seating
benches are complemented with contemporary umbrellas
and planters.
"We wanted to accommodate customers and invite them
to spend time in the store and linger when they have the
time," noted Wills.
Other standout features of Dash In's new neighborhood
concept store are:
* An assortment of local products situated in the front of
the store, including Good Earth Peanuts from Skipper, Va.,
which is about an hour away from Richmond;
* An expanded wine selection;
* 16 fueling positions; and
* Dash In's proprietary Splash In ECO Car Wash, a 53-footlong rollover car wash that's open 24/7 and features six
free vacuum stations with weather canopies. This marks
the 38th Dash In location to include the car wash.

Building Brand Equity
When asked about the future of Dash In's new prototype,

Photo by Donnell Wallace at DW
Celebrity Photography LLC

J UL

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Convenience Store News

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Table of Contents for the Digital Edition of Convenience Store News - July 2018

Contents
Convenience Store News - July 2018 - Intro
Convenience Store News - July 2018 - Cover1
Convenience Store News - July 2018 - Cover2
Convenience Store News - July 2018 - 3
Convenience Store News - July 2018 - 4
Convenience Store News - July 2018 - 5
Convenience Store News - July 2018 - Contents
Convenience Store News - July 2018 - 7
Convenience Store News - July 2018 - 8
Convenience Store News - July 2018 - 9
Convenience Store News - July 2018 - 10
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Convenience Store News - July 2018 - 49
Convenience Store News - July 2018 - 50
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Convenience Store News - July 2018 - Cover3
Convenience Store News - July 2018 - Cover4
Convenience Store News - July 2018 - U1
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