Alltown’s c-store spinoff focuses on healthy, fresh options
Alltown Fresh offers better-for-you food and beverage options—even foodservice—for travelers and customers who need a quick break.
November 16, 2019
![Alltown Fresh offers better-for-you food and beverage options—even foodservice—in a convenience-store setting. Alltown Fresh offers better-for-you food and beverage options—even foodservice—in a convenience-store setting.](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt3999bd5f0e8ef446/64f1c8881dce6835688f120a/promo-alltown-fresh-waterbury-meals-to-go.jpg?width=700&auto=webp&quality=80&disable=upscale)
Fresh stores straddle the space between restaurant, convenience store and grocery store.
The Alltown Fresh Coffee offerings include fair trade and organic traditional drip, both hot and iced, and coffee bar drinks such as lattes and cappuccinos.
The stores feature dedicated space for fresh produce and an array of packaged goods with both traditional and healthier versions of typical convenience store fare.
The sandwich menu at the Alltown Fresh Waterbury, Connecticut., location includes the Hot Cowboy and the Fresh Pilgrim.
The market area is stocked with fresh and local packaged snacks.
The Alltown Fresh product mix is reminiscent of a “smaller boutique grocery store,” said Ryan Riggs, senior vice president of retail operations.
Alltown Fresh offers made-to-order meals including organic, natural, gluten-free, vegan, vegetarian and locally sourced alternatives.
Cafe space allows customers to sit and enjoy breakfast, lunch or dinner.
Salad options include the Bella Fresca, Tuscan and Simple Harvest.
The healthy, vegan Saigon Roots sandwich features lemongrass tofu, mint, mushroom nuoc cham and more on ciabatta.
Among the smoothies available at Alltown Fresh are Green Glow, Escape, Meet Your Matcha and Dragon Slayer.
Among the smoothies available at Alltown Fresh are Green Glow, Escape, Meet Your Matcha and Dragon Slayer.
Alltown Fresh is a healthy spinoff of Alltown, Global Partners’ traditional fuel and convenience store, which has nearly 300 locations. While Alltown Fresh has opened just a handful of stores open in New England, it has the potential to outnumber others competing in the better-for-you convenience store space.
The Alltown Fresh experience is a “heightened” one compared to traditional convenience stores, said Ryan Riggs, Alltown Fresh’s senior vice president of retail operations. There are fuel and basic provisions, but there’s a lot more, too. Through a combination of packaged goods, a mini fresh-food market and an extensive foodservice area, Alltown Fresh focuses on specific segments of the population.
“Our target is the technology-savvy health-conscious millennial,” he said. “That generation is a little less stigmatized [regarding] shopping for foodservice where they purchase fuel, relative to other generations. Trends tell us they’re more focused on being health conscious, certainly. And then I would say the other target is really families.”
But ultimately, while most convenience outlets are fuel-centric, “We want to be known as a food and beverage destination,” he said.
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