Dive Brief:
- Murphy USA will bring an autonomous foodservice platform to select large-format stores, the company announced on Thursday.
- The platform, developed by foodservice technology firm Automated Retail Technologies, will initially feature food from burger chain White Castle. Customers place orders on a touchscreen interface and receive hot food in about two minutes. The announcement did not specify how many locations will get the technology.
- Murphy said it launched the initiative in order to test demand for fresh, convenient food options prepared in a compact space.
Dive Insight:
Although Murphy acquired the fresh-food-centric QuickChek chain in 2021, the retailer’s main banner has historically focused more on fuel and low-priced standard convenience options inside the store. That strategy appears to be shifting with the adoption of ART’s modular platform.
The platform automates the preparation, heating and delivery of food within a self-contained system, making it easy to fit into a store without building out a kitchen or hiring additional employees for food prep.
“We’re continually evaluating opportunities that create additional value for our customers while building on the strengths that have made Murphy USA successful,” said Scott Woodward, Murphy USA’s senior vice president and chief merchandising officer. “This relationship allows us to introduce a new convenience offering informed by customer insights, while maintaining the operational discipline and focus on everyday value.”
Murphy’s leaders have been mulling the question of how to bring more food options into the main banner for a while.
During the company’s Q1 earnings call in April, CEO and President Mindy West noted that the company was evaluating how to enhance its Murphy stores using new formats, services and foodservice.
However, she said the company does not expect foodservice to feature at every store in the near term.
“We're going to be very thoughtful about how we step into that,” West said.
This isn’t the only change being made to Murphy stores The retailer also announced earlier this year that it would roll out a refreshed store design for its main banner. The update will include a new color scheme, better forecourt lighting and clearer signage, as well as updates to the surfaces used inside and outside the store.
