C-store concept transcends grab and go
ELEVATING THE BRAND EXPERIENCE, a new concept that includes an indoor bar and communal seating certainly isn’t the typical grab-and-go C-store. Then again, it’s not meant to be.
Debuting a new large format concept in March, the Dash In store in Midlothian, VA, near Richmond, measures 5,600 sq. ft. and is the first of a number of new stores planned for the market, according to The Wills Group, which operates more than 50 Dash In locations throughout Maryland, Virginia, and Delaware. The new store sits on 2.39 acres with 16 fueling positions and a Splash In ECO Car Wash. At 52 ft. long, the roll-over car wash is open 24-hours, seven days a week and features six free vacuum stations with weather canopies.
“Our newest Dash In is a demonstration of our commitment to creating a store design that offers an elevated brand experience for our customers,” says Julian B. Wills, president of Dash In. “We took great care in selecting the location and creating an environment that presents a contemporary and fresh image that reflects the community. We are excited to bring our large neighborhood store concept — and all of its innovative features — to Chesterfield County.”
Presenting a distinct environment, the store features earthen materials such as brick and wood siding, with exterior store architectural elements influenced by Jeffersonian architecture. An indoor bar and communal seating is available to customers who want to stay and enjoy the new menu. An open kitchen at the center of the store is flanked by a wine and a beer cave. A section of the store also features local offerings from the Richmond area.
A growler and crowler craft beer program provides eight taps offering beer from the more than 200 craft breweries active in the state of Virginia. The eight taps in the store will change frequently and feature beer selections from local and regional craft breweries. Customers will be encouraged to vote for craft beer choices, with tap changes posted via Dash In social media and Tap Hunter — a mobile app that connects craft beer fans with their favorite beer through a smartphone or tablet.
An expanded wine selection, with more than 90 wine choices including Virginia vineyards such as Barboursville and the Chateau Morrisette Winery, is also a new feature for the store.
A signature Craveable, made-to-order menu is available, along with a fresh, made-in-house grab and go menu, which includes artisan sandwich and salad items. There is also an all-day breakfast.
“We are delighted to support the craftsmanship of local purveyors and breweries throughout the region within this new Dash In experience,” says Darleen Nascimento, director of brand marketing for Dash In. “Dash In’s commitment is to make life more rewarding for time-stretched people — we look forward to transforming necessary errands into engaging experiences.”