Dive Brief:
- Rutter’s will host a watch party for the NCAA men’s basketball National Championship game on April 6 at select stores, the company announced last week.
- The watch parties, which are taking place in partnership with Red Bull, will be held at the Pennsylvania-based c-store retailer’s 1747 Bar and Lounge locations, which have bars, multiple TV screens, live sports tickers and video game terminals.
- In addition to watching the game, customers will be able to choose from a selection of food and drink bundles, with some locations also offering Red Bull-infused mocktails or alcoholic drink specials.
Dive Insight:
Convenience stores are increasingly filling the void of third places — locations where people can spend time away from home — by building out foodservice programs and adding indoor and outdoor seating. Almost three-quarters of customers view c-stores as viable alternatives to QSRs, according to a Paytronix report.
Rutter’s 1747 locations have taken the concept further with sports-bar-inspired areas in the store, offering comfortable seating and leveraging the retailer’s large menu and beverage selection.
“This is exactly where the industry is heading,” said Phil Santini, senior director of food service and bar strategy for Rutter’s, in a LinkedIn post promoting the watch party. “Blending retail, food service, and entertainment into one seamless experience. It’s no longer just about convenience, it’s about creating a reason to stay.”
Rutter’s 1747 c-stores are located in Johnstown, Milton, and Ruffs Dale, Pennsylvania; Berkeley Springs, West Virginia; and Winchester, Virginia.
The watch party’s food and beverage bundles range from $9.99 to $14.99. Options include a dozen wings, an app sampler or a bacon cheeseburger and fries along with a Red Bull. The stores in Ruffs Dale and Berkeley will have alcoholic drink specials, including Vodka Red Bulls.
