Continued Lessons from Wawa Closures: What the Drive-Thru Setback Means for C-Stores in 2025

Wawa’s recent decision to shutter its Allentown drive-thru location, following the earlier closure of its Morrisville standalone drive-thru, has reignited discussions about the viability of drive-thru operations in the convenience store (c-store) landscape. While the closures may appear to signal challenges unique to Wawa, they hold critical lessons for both independent operators and national chains navigating the increasingly competitive and tech-driven c-store environment.

The Context: Wawa’s Drive-Thru Experiment

Wawa’s venture into standalone drive-thru models represented an effort to tap into the post-pandemic demand for contactless convenience. Yet, as these closures reveal, meeting that demand requires more than just offering drive-thru service. The lack of integration with mobile and online ordering systems proved to be a critical oversight, underscoring the importance of digital convenience in today’s consumer ecosystem.

Lessons for Independent C-Stores

1. Invest in the Right Technology: Independent c-stores often lack the resources of chains like Wawa, but that doesn’t exempt them from the need for digital integration. Even the smallest operators can invest in affordable solutions such as:

• Mobile-friendly online ordering platforms
• Integration with delivery apps like DoorDash and Uber Eats
• Customer-facing kiosks for streamlined in-store or drive-thru orders

Offering digital convenience alongside physical drive-thru operations ensures customer expectations are met, especially among tech-savvy demographics.

2. Test Before You Scale: Unlike Wawa’s ambitious rollout, independents should consider testing drive-thru concepts on a smaller scale. A pop-up-style drive-thru, for instance, could allow for real-world experimentation with menu items, staffing requirements, and operational logistics before committing to a permanent setup.

3. Leverage Localized Insights: Independents have the advantage of being deeply rooted in their communities. Use this to tailor offerings-whether it’s regional food favorites or specific services like lottery ticket sales-at drive-thru locations. Consumer data from loyalty programs or community feedback can guide such decisions.

Lessons for Chain C-Stores

1. Prioritize Omnichannel Integration: Wawa’s inability to link its drive-thru operations with its mobile and online ordering platform exposed a critical flaw. Chains must prioritize a seamless omnichannel experience, where customers can place orders online and pick them up in a drive-thru lane. National players like 7-Eleven and Casey’s General Store are already making strides in this direction.

2. Adapt to Evolving Consumer Habits: Drive-thru models were once synonymous with fast food, but their application in c-stores must evolve to meet unique consumer needs. Chains should consider features like fuel rewards linked to drive-thru orders or bundling promotions for items frequently purchased together (e.g., coffee and breakfast sandwiches).

3. Avoid One-Size-Fits-All Models: Wawa’s experiment demonstrates that standalone drive-thru models may not be universally applicable. Instead, hybrid models-combining walk-in service with drive-thru convenience- could allow chains to meet a broader range of customer preferences without overextending operational complexity.

The Future of Drive-Thrus in C-Stores

Despite Wawa’s setbacks, the potential for drive-thru models in the c-store industry remains strong. A 2024 survey by the National Association of Convenience Stores (NACS) found that 73% of consumers would prefer a drive-thru option at their local c-store. However, successfully implementing such a model requires addressing several critical areas:

• Operational Efficiency: Long wait times are the kiss of death for drive-thrus. Using AI-based order management systems can streamline operations and ensure consistency.
• Menu Optimization: A drive-thru menu must be concise, and focused on high-margin, quick-prep items.
• Customer Experience: Personalization is key. Use loyalty data to offer tailored promotions as the drive-thru, creating a connection that extends beyond the transactional.

A Strategic Wake-Up Call

Wawa’s closures are a cautionary tale, but they are also an opportunity for the c-store industry to reassess its strategies in a rapidly changing retail landscape. For both independents and chains, the key takeaway is clear: success in the drive-thru space hinges on a holistic approach that integrates technology, adapts to consumer habits, and prioritizes operational excellence.

As 2025 unfolds, c-stores that can learn from these lessons will not only avoid Wawa’s missteps but also redefine convenience for the modern customer. In an era where digital and physical experiences must coexist seamlessly, the path forward lies in innovation and adaptability.

Want to dive deeper into the lessons from Wawa's closures? Explore our previous article, Tips for C-Store Success: Lessons from Wawa Closures, and discover actionable strategies for thriving in the evolving convenience store landscape.