Established Chains to Watch: Rutter’s

Rutter’s is expanding its 1747 Bar & Lounge concept, reinventing its foodservice menu and investing in loyalty and technology to enhance the customer experience.

Ninety-four-store chain Rutter’s is expanding into the sports bar arena, stepping beyond traditional convenience to offer customers something truly singular. It’s also entering new markets, innovating with food, investing in technology with a new loyalty app and introducing new concepts that merges convenience retail, foodservice and entertainment.

“The company has earned industry recognition for its store design, extensive foodservice programs and operational innovation, all while maintaining a strong family-owned culture and a 278-year heritage that resonates with customers and communities across the region,” said Sydney Durand, marketing and communications coordinator for Rutter’s.

“Our quality and what we’re offering our customers and the constant innovation that we are doing — it’s recognized and it works. We are a private company. We hear our customers probably better than a lot of others do and we understand them better, and that allows us to continue innovation,” said Ashley Donnelly, director of marketing and communications for Rutter’s.

Expansion plans

Rutter’s, which has stores in Pennsylvania, Maryland, Virginia and West Virginia, has been expanding recently, moving into Virginia just last year. It’s primarily focused on new builds, although it has remodels planned for many legacy stores. And the chain plans to include its 1747 Bar & Lounge concept in most of the new builds.

Launched in 2025, Rutter’s 1747 Bar & Lounge is a sports bar and lounge with a nine-screen TV configuration (either individual screens or one large screen) that is accessed through the convenience store.

The chain recently opened its sixth location, with five more planned for the next year, pending construction.

This year, Rutter’s foodservice team made strategic hires to develop a specific bar and lounge menu. Currently, the chain runs specials only available in the bar and lounge.

For example, “if we have a viewing party for the NFL, or if we’re partnering with Red Bull on the FIFA World Cup, or whatever it may be, we offer specific bar menus that day which has specials for food and drink that are not available in all of our locations,” said Donnelly.

To avoid removing all the options, however, customers will still be able order anything from the convenience store but tailored for the sit-down experience.

As for beverages, 1747 Bar & Lounge primarily offers the same choices available in the beer cave, along with specials, such as $2 domestics, happy hours and drink specials linked with events. The sports bar also comes equipped with a “smart bar,” where customers can dispense a cocktail without an actual bartender. This concept is in three locations, and the chain is looking into retrofitting its previous locations with it.

These larger-format locations that include 1747 Bar & Lounge average slightly over 13,500 square feet.

Store design evolution

Outside of the sports bar concept, Rutter’s is constantly evaluating its store design and learning from its builds.

“We say everything’s a prototype,” Donnelly said.

New locations are bright, open, spacious and clean, with undershelf lighting on the fixtures and completely renovated restrooms.

“I think our team’s done a really good job with making sure that there’s a modern, sleek and functional footprint that our customers can enjoy,” Donnelly said.

Over the last few years, Rutter’s Senior Director of Food Service and Bar Strategy Philip Santini has revamped the chain’s entire foodservice program, traveling globally and working with large brands and head chefs to source food items and ingredients.

Beyond that, Rutter’s is changing its c-store menu quarterly. Made to order, the menu offers over 20 billion combinations to customers.

“But we’re offering you guided suggestions, and we are surprised ourselves what our customers like. And we’re taking that information, and we’re making sure that the menu is not overcrowded, but also we’re using that as a basis to create the foundation for what we do next,” said Donnelly.

In September, Rutter’s launched a Customer Craving Contest, where customers can make their own creations that have a chance to be on the menu.

“Being a private company and being a company that can make those nimble decisions and implement it across all of our locations is something that’s really fun to be a part of,” Donnelly added.

Loyalty and technology

Last September, Rutter’s launched its loyalty app, complete with a 21-plus section, winter and summer sweepstakes and the ability to be more dynamic with its promotions.

“It’s opened up so much more that we can do with our loyalty program on the digital front, and we’ve really made the investment in-store. All of our signage hanging up is mostly digital. We have our big digital screens, which we actually allow our vendor partners to put their pushed products on there. We get to highlight ourselves more, so I think that’s very unique. It helps with a clean store environment,” Donnelly said.

In addition to loyalty, Rutter’s is continuing to evaluate new technology investments for the future, such as electronic shelf tags. The stores also offer kiosk and online ordering.

Rutter’s larger-format stores, expansion, bar and lounge concept, loyalty app and foodservice innovation all contribute to its status as a Chain to Watch. Additionally, the chain has good relationships with its vendor partners.

“Obviously, we know a lot of this wouldn’t be possible without them and their support, and we’ve been able to work with them to do things that others haven’t,” said Donnelly. She named the SPAM Dog as an example. “Collaboration has been key for us.”

Most importantly, however, Rutter’s is listening to its customers.

“The whole reason we have 1747 Bar & Lounge is because we’ve heard our customers say they want more and they want more experience, and we’re giving them more and we’re meeting them where they want,” said Donnelly.