GetGo gas stations offer customers a simple service – tasty, quality, made-to-order food ready in five minutes or less.
On the surface, this sounds like a similar business model to Sheetz (featured 2 November), but the business that would become GetGo was purchased by Giant Eagle (owner of the foodie Market District stores featured 9 November) in 2003 and therefore has access to its healthier products.
GetGo has around 200 stores in comparison with Sheetz’s 600, but where Sheetz focuses its offer on big coffees and burgers, GetGo uses Giant Eagle’s commissary to bring premium lunch lines such as chicken salad croissants and Caesar salads into a gas station range. It’s a formula that is working
for its rival, Sheetz. But the company has grown at twice the national average of convenience stores for the past four years.
“We start with the level of quality we want to achieve and then look at cost, not the other way around,” says Rug Phatak, GetGo’s marketing director. “We really promote the idea of unexpected fresh food quality in a convenience store.”
This thinking is reflected throughout the entire store. Low-calorie options are a rarity in most American convenience stores, but GetGo offers an impressive choice of healthy and premium options throughout.
“We do Angus beef patties that cost a little more but we think they are worth it,” Rug explains. The food is promoted with big, bright TV screens above the kitchen and tills. Burgers and hotdogs are promoted alongside salads and wraps, with videos promoting smoothies and seasonal options.
“Over the past year, we’ve become a lot more thoughtful about capturing video content. It’s priceless to play in store and on social media.
“You have to really make the most of anything you do and think about how you can make events and campaigns last longer,” says Rug.
The company is in the process of promoting a campaign on social media that shows off the sustainability of the company’s coffee.
“We’re going to convert one of our iced tea dispensers to iced coffee brewed fresh every day. We’ll get rid of the extra sugars and have a low-calorie option,” he explains.