Convenience retailers are reimagining what it means to grab a cup of coffee. During the Education Session “More Than Just a Cup: Transforming Convenience Coffee,” on Thursday, leaders from OXXO, Kwik Trip and Casey’s explored how their brands are elevating the coffee experience one blend, one innovation and one guest interaction at a time.

Reinventing the Morning Ritual

At Casey’s, the nation’s third-largest c-store chain, coffee is more than a beverage; it’s a brand signature. The retailer recently rolled out its “Darn Good Coffee” line, which was built around customer feedback and flavor explorations. Partnering with a strategic supplier, Casey’s introduced eight new blends offering a wider spectrum of roast, caffeine and taste profiles.

“We are always working on building our brand,” said Steve Kapple, senior category manager, dispensed beverages, for Casey’s. “Value is key but so is presenting high-quality products. Rewards are also a huge play for us. We’re able to push guests toward the platform and incentivize them to keep them coming back.”

For Kwik Trip, the coffee program focuses on providing guests a coffee experience that is built on consistency while also catering to that curated experience that prompts them to post pictures of their coffee cups on social media.

“I’m seeing the trend in coffee turning into an accessory purchase. The customer is interested in trying the different or new coffee shop in town,” said Micah Rupprecht, director of category management, foodservice, for Kwik Trip. “To compete with that, Kwik Trip is working to position itself as a retailer that can offer premium products as well.”

Coffee, Culture and Connection

OXXO, the largest convenience retailer in Latin America, serves nearly a million cups of its andatti brand coffee every day. Launched in 2005, andatti is the first high-quality, 100% Mexican coffee available chainwide. Now present in more than 24,000 stores across five countries, andatti offers everything from espresso and cappuccinos to cold brew and plant-based lattes.

“Nowadays, our consumers understand coffee,” said Ximena Reynoard, director of foodservice for OXXO Mexico. “And they demand more—more techniques, more quality, more assortment. The new generation is seeking new experiences. They want fun and flavor.”

Customer-Driven Craft

Across the board, brands are leveraging insights and innovation to transform from a quick stop to a loyalty-building ritual. And in the process, they are serving up increased traffic, boosted food add-ons and improved customer perception.