Rutter’s excels at diversifying to differentiate

Rutter’s, a renowned player in Pennsylvania’s highly competitive market, has embraced diversification and innovation as core pillars of its growth strategy. In this week’s Future of Convenience podcast episode, Chris Hartman, Rutter’s vice president of fuels, advertising, and development, shares insights into the company’s robust history of boundary-pushing offers, foodservice excellence, and more.

Hartman kicked off with Rutter’s unique history. “We started as Rutter’s Farm Stores in 1921, selling dairy products before opening our first store in 1968. Our roots in the food business have always been strong,” he explained. This foundation has allowed Rutter’s to excel in foodservice, offering high-quality, diverse options that rival quick-service restaurants (QSRs). “We provide a variety of choices, from indulgent to healthy, all made-to-order, which sets us apart from typical QSRs.”

Diversification is another key theme in Rutter’s strategy. Hartman emphasized the importance of understanding customer needs and adapting to industry trends. “The convenience customer is time-starved and seeks quick, quality solutions. We’ve expanded our offerings to include gaming and alcohol, which are significant growth areas,” he said. Pennsylvania’s unique regulatory environment has allowed Rutter’s to pioneer in-store gaming and beer sales, positioning them as leaders in these categories.

Pre-NACS Show Insight Market Focus Pennsylvania features hosted Rutter’s store visits by Hartman

Join us for our Pre-NACS Show market visit on-route to the NACS Show in the U.S. featuring two Rutter’s stores!

This year, we start in Philadelphia and head west into Pennsylvania, a market renowned for innovation in food service and operational excellence where we will be hosted by Sheetz, Wawa and Rutters.

In the episode, Hartman shared all about the newest Rutter’s prototype store which will be a featured stop on the Market Focus tour – a 10,250-square-foot facility with extensive foodservice options, a large beer cave, and commercial fueling capabilities. “We build large stores on big acreage to accommodate a variety of customers, from truck drivers to everyday commuters,” he noted.

As Rutter’s prepares to host international visitors in October, Hartman is eager to showcase their stores and share their strategies. “We’re excited to demonstrate our approach to convenience retail and learn from our global peers,” he says.

Hartman attributes much of Rutter’s success to its strong company culture and focus on people, something he looks forward to showing off in October.  “Our employees take pride in what they do, and we invest in them with competitive wages and a great work environment. This culture of excellence translates to a superior customer experience,” he said.

Registration for the tour is open but filling up fast.  Secure your spot today!

The Future of Convenience is a bi-weekly podcast focusing on the future of global convenience, fuels and mobility retail. New episodes air every other Friday and are available on your favorite podcast platforms including Apple Podcasts and Spotify. Be sure to subscribe to be the first to hear every new episode!