Dive Brief:
- Wawa is selling sushi at select stores in the Philadelphia area, according to several local news reports.
- The c-store chain is offering six sushi varieties under the Sushi Soko brand, which is produced by Hissho Sushi, according to reports from local NBC and CBS affiliates.
- The pilot program marks the latest development in Wawa’s foodservice evolution as it continues rapidly expanding into new markets.
Dive Insight:
As c-stores continue to level up their foodservice offerings, Wawa is under pressure to maintain its status as a leading meal destination. Now, it’s testing a fresh product that’s widely popular — but that many consumers don’t associate with convenience stores.
The chain told CBS and ABC affiliates that it’s testing the sushi in express grab-and-go cases, and that popular rolls so far include crunchy and spicy varieties. Wawa told both outlets that the early response from shoppers has been favorable, though a writer for Philadelphia magazine gave the new rolls a less-than-stellar review.
Wawa did not respond to multiple requests from C-Store Dive for comment and further information on the sushi pilot.
The popularity of Asian cuisine in the U.S. is growing, with sushi leading the way. The dish is now a staple at grocery stores and has also made its way into c-stores like Gelson’s Markets’ ReCharge and Hy-Vee Fast & Fresh. Sushi accounts for $22 billion in yearly sales in the U.S., with more than $16 billion worth of sales occurring at restaurants, according to a report by the National Fisheries Institute’s Sushi Council.
Hissho Sushi, which supplies Wawa’s roles, operates sushi programs at more than 3,000 grocery stores, college campuses and other locations.
Wawa, which is known for its hoagies, has branched out into other cuisines recently. In 2023, it debuted pizza at its stores to great fanfare, though early reviews said the dish wasn’t up to the chain’s usual standards.
All this comes as Wawa continues to rapidly expand. It operates around 1,200 stores and plans to reach 1,800 by 2030. Since 2022, it’s opened more than 200 locations, with a particular focus on the Southeast.
