In May 2023, Michael Rubenstein told C-Store Dive that Wally’s, the Midwestern travel center chain he spearheads as CEO, was eyeing Indiana for its next expansion.
Three years and some approval-related delays later, that vision has become a reality.
On June 30, Wally’s held a ribbon cutting ceremony for its first location in the Hoosier State — a $40 million travel center that’s also the company's largest site yet.
Located in Whitestown, about 20 miles northwest of downtown Indianapolis, the site features a 53,000-square-foot convenience store, 84 fueling positions and roughly 300 parking spots. It is Wally’s third location, joining travel centers in Fenton, Missouri, and Pontiac, Illinois.
In April, Rubenstein told C-Store Dive that the Indiana Wally’s would offer the same core experience as the Missouri and Illinois stores, but on a larger scale. That includes offering the same private-label merchandise, specialty beverages, bakery items and coffee that have proven popular at the rest of its locations.
However, a key difference is in the store’s main foodservice station.
While the Fenton and Pontiac locations feature Wally’s BBQ Sandwich House, the Whitestown store introduces Wally’s Famous Grill, branded with the tagline "Hot, Fresh, To-Go."
The rebranded fresh food counter reflects how Wally’s foodservice program has evolved beyond its barbecue roots, Chief Experience Officer Andy Strom said in an email. In addition to barbecue, the menu now includes items such as breakfast tacos; ham, egg and cheese sandwiches; croissant sandwiches; smashburgers; and the Wallydog.
The company plans to use the Wally’s Famous Grill branding moving forward, Strom added.
“While barbecue remains an important part of what we offer, our menu has grown to include a much broader selection of fresh, made-to-order hot sandwiches and other favorites,” Strom said. “Because of that evolution, we felt it was the right time to update the branding from Wally's BBQ Sandwich House to Wally's Famous Grill, which better reflects the full menu our guests enjoy.”
Wally’s has arrived in Indiana as the state’s convenience retail competition intensifies. In recent years, QuikTrip, Wawa and RaceTrac all opened their first stores in Indiana. In April, Sheetz revealed a $1 billion expansion plan into the state that includes 100 stores.
The company is already looking ahead to its next project. Earlier this year, Wally’s broke ground on a fourth location in Independence, Missouri, Rubenstein said in an April LinkedIn post. Rubenstein said he hopes the travel center will open in August 2027.
