Dive Brief:
- Convenience store retailer Rutter’s has launched online food ordering via its website and mobile app, according to an emailed press release.
- All customers can order ahead of time on the company’s website, while only Rutter’s Rewards loyalty members can do so through the retailer’s mobile app, a company spokesperson said. The online ordering interface was built through a partnership with customer-experience vendor Paytronix.
- Enhancing its digital ordering capabilities underscore’s Rutter’s larger growth plans, as the company announced in January that it expects to grow its store footprint by 60% over the next five years.
Dive Insight:
Rutter’s new online ordering option is part of Paytronix’s Order & Delivery platform, which lets convenience stores and restaurants design, build and deploy online ordering capabilities.
Paytronix added an Order Experience Builder to the platform last September, which lets users upload menus and images and select from a series of layouts; customize the layout to fit their brand’s theme, including colors and fonts; and synchronize branding across all digital touchpoints.
Many of those elements are present in Rutter’s new ordering system, where customers can select from the retailer’s entire menu and order ahead for food to be picked up as soon as possible or at a specific time. Rutter’s foodservice menu includes items across all dayparts, from breakfast bowls and sliders to patty melts, chicken wings and fried shrimp entrees.
Rutter’s is giving all VIP Rewards members a 25-cent discount per gallon of fuel when they place their first online order through the new platform. Additionally, all first-time users who download Rutter's mobile app and join the loyalty program will receive 10 cents off per gallon of fuel. VIP Rewards members can view their fuel rewards, monthly promotions and various VIP-only offers in the app, as well as search for store fuel prices and amenities.
York, Pennsylvania-based Rutter’s operates 84 convenience stores in Pennsylvania, Maryland and West Virginia. With roots dating back to 1747, Rutter’s is the oldest vertically integrated food company in the United States.
