Rutter’s is quite familiar with innovating in the c-store space. While it’s known for its large stores and quirky foodservice LTOs such as Spam breakfast tacos and funnel cake fries, the company has also evolved by reimagining some stores as entertainment destinations.
The York, Pennsylvania-based chain opened 1747 Bar & Gaming Lounges in Johnstown and Milton, Pennsylvania, earlier this year. The 14,000-square-foot stores include a bar area with several TVs, live sports tickers and video game terminals. The adults-only area of one of the locations resembles a sports bar rather than a c-store.
In addition to the retailer’s hefty foodservice program and sizable beer caves, the new stores include a “massive selection” of adult beverages, Rutter’s said in a press release. Customers can choose from an extensive list of canned cocktails, beer and wine.
“The goal is to create a true sense of place: a community hub where sports lovers of all kinds feel at home,” said Chris Hartman, vice president of Fuels, Marketing and Development for Rutter’s.
A design for the future
1747 was designed to “represent the vision for the future of Rutter’s stores and our new standard foundation built by design,” Hartman said. The new design elements include a sleek modern look and feel. The coffee and grab-and-go food sections mimic Starbucks and high-end coffee shops while the restrooms exude a modern, upscale restaurant feel.
Rutter’s entertainment destination stores dovetail with the operator’s ambitious plan to open 130 locations by 2028 and expand into Delaware and Virginia, as well as its push to refresh stores across its footprint.
Over the past two years, the company has been opening stores that are between 10,000 and 12,000 square feet, about a quarter larger than its legacy locations. More recently, Rutter’s rolled out a new prototype for traditional c-stores that covers 13,500 square feet. Now, it appears the 14,000-square-foot store is here to stay.
Rutter’s execs would like to have a 1747 Bar & Gaming Lounge at all of its new locations where allowable by law. “State rules and regulations differ, so we abide by those rules,” Hartman said. For instance, stores in West Virginia and Virginia that will offer similar experiences, minus the gaming option, which isn’t allowed in those states.
The concept of integrating sports, gaming and a lounge area into its newest design emerged from a strategic market opportunity. “We recognized the potential to deliver a distinctive entertainment experience that aligns with our brand promise and meets evolving consumer expectations,” Hartman explained.
The Bar & Gaming Lounge serves as a “third place” — a social environment beyond home and work where guests can gather, connect, unwind, and have fun, Hartman said. Instead of targeting a specific demographic, the 1747 concept was created to “offer a welcoming, high-energy destination for guests aged 21 and over who love sports, good food, and great company,” Hartman said.
Development was led by Rutter’s leadership and in-house design team, who approached the project with a focus on architectural storytelling and brand expression, Hartman said.
For example, the company fashioned the extended vestibule at the store entrance to create a welcoming gesture — akin to a handshake — inviting guests into the space. And the look of each store is tailored to its location.
“As the concept continues to evolve, these offerings will expand further, giving us the flexibility to spotlight select items, test new innovations, and provide guests with even more reasons to choose the bar as their preferred destination.”
Scott Hartman
Vice president of Fuels, Marketing and Development for Rutter’s
“We collaborated with community members and regional artists to create large-scale exterior murals, fostering a sense of place and community engagement,” Hartman said.
Even the restrooms were taken into account in designing the new concept. While restroom design may not always be top of mind for new stores, Rutter’s leadership views it as an extension of the company’s “commitment to excellence,” Hartman said. “Our restrooms are meticulously maintained and feature a modern, upscale aesthetic, with welcoming touches,” he said.
Customer response to the 1747 store, named after the year of Rutter’s inception, has been “overwhelmingly positive,” Hartman said.
“The integration of the bar and lounge has been particularly well received, with guests appreciating the elevated experience and expanded amenities,” he noted.
Going forward, Rutter’s is planning a “robust” year-round calendar of events centered around major sporting moments to increase foot traffic, according to Hartman.
“We’re just getting off the ground with vendor take-over events, sponsored watch parties and game days for regular sports viewing, and we can’t wait to see how the community responds,” he added.
While the core foodservice menu at 1747 locations remains consistent with its traditional locations, Rutter’s is “intentionally building out the bar program to create a more tailored experience,” Hartman said. To that end, the company offers several options exclusive to the bar, emphasizing convenient pairings that enhance both the beverage selection and the overall gaming lounge experience.
“Looking ahead, we are actively developing new combinations and daily specials that align with our events calendar, from game-day promotions to seasonal tie-ins,” Hartman said. “As the concept continues to evolve, these offerings will expand further, giving us the flexibility to spotlight select items, test new innovations, and provide guests with even more reasons to choose the bar as their preferred destination.”
