Crosby’s Russell on C-Store Foodservice: “We’ve Only Scratched the Surface”

The veteran foodservice leader discusses c-store food innovation, operational excellence and standing out in a competitive market.

Jeffrey Russell, food service director, Crosby’s believes “we’ve only scratched the surface of what foodservice can become in the convenience store and gas station industry.”

After a long career in foodservice, he entered the convenience retail industry following the COVID-19 pandemic. Since then, he has delighted in finding innovative solutions that make life easier and more convenient for c-store foodservice customers. Russell finds the creativity and innovation in c-store foodservice especially rewarding, as the industry continues to evolve and expand its possibilities.

Russell is set to explore the emerging trends shaping foodservice, from evolving consumer preferences to creative menu strategies, as a panelist for the session, “Evolving With Foodservice,” at CStore Momentum — CStore Decisions’ young retail executives conference hosted by Chestnut Market, set for Aug. 19-21 at the Westchester Marriott in Tarrytown, N.Y. He’ll share the stage with Farris Jamal, director of merchandising, Chestnut Market; and James Fry, food service director, Dandy Mini Marts, as they provide attendees with a 45-minute masterclass in foodservice innovation.

CStore Momentum is an event specifically for convenience retail professionals in their 20s, 30s and early 40s. The event combines leadership development, peer-to-peer networking and industry education, giving attendees practical strategies they can apply within their organizations while building relationships with fellow emerging leaders from across the country.

Ahead of the event, CStore Decisions spoke with Russell about his background, leading Crosby’s foodservice program and making menus stand out in a competitive environment — plus, his must-have menu item.

CStore Decisions (CSD): Tell us about your journey into foodservice. What first attracted you to this industry, and what ultimately led you to your role at Crosby’s?

Jeffrey Russell (JR): I have been passionate about cooking for as long as I can remember. Some of my favorite childhood memories are spending time in the kitchen with my mom and grandmother, learning the joy that food can bring to people. My career in foodservice began when my stepmother, who worked for Delaware North at the time, asked me, “Would you like to make a career out of foodservice?”

Without hesitation, I said “yes,” and the rest is history. I started my journey at Progressive Field, where I worked as a supervisor on the third deck. After two years, I moved into the Suites Department and was promoted to assistant suites manager.

From there, I accepted a promotion to club manager at Camden Yards, home of the Baltimore Orioles, in Baltimore. My career continued to grow when I moved to Cincinnati to take on the role of suites manager. Later, I relocated to Buffalo, N.

Y., as concessions manager, which gave me the opportunity to bring my family back home.

Then COVID-19 turned the foodservice industry upside down. Like many others, I found myself searching for a new path. To support my family, I took a job as a beer sales representative while trying to determine what the future of foodservice would look like and whether the industry would ever be the same.

As it turned out, my wife played a key role in the next chapter of my career. She found a job posting for Crosby’s on Indeed and encouraged me to apply. After five interviews, I was fortunate enough to join the Crosby’s family — a place where I’ve been able to continue doing what I love: serving people through food and hospitality.

CSD: Crosby’s has made food a major part of its identity, especially with its pizza, subs, and breakfast programs. What excites you most about leading foodservice in an organization that puts such an emphasis on fresh food?

JR: What excites me most about leading foodservice in an organization that places such a strong emphasis on fresh food is the opportunity to innovate and continuously try new things. I truly believe we’ve only scratched the surface of what foodservice can become in the convenience store and gas station industry. I enjoy thinking outside the box and finding new ways to drive sales while improving the customer experience.

A great example of this is our food locker program. Even today, food lockers are not something you commonly see in gas stations. By introducing this technology, we’ve created a faster, more convenient experience for our customers.

They can simply pick up their order and be on their way, while our cashiers can focus on serving more customers instead of stepping away from the register to retrieve food orders. For me, it’s about constantly looking for innovative solutions that make life easier for our customers, improve operational efficiency, and help grow the business. That combination of fresh food, creativity and innovation is what makes this role so exciting.

CSD: Convenience-store foodservice has become incredibly competitive. What do you think separates the best food programs from the rest, and how does Crosby’s strive to stand out?

JR: Convenience-store foodservice has become extremely competitive, so the best programs are the ones that consistently deliver value, freshness and availability. Customers expect quality food at a fair price, and if you can’t provide both, they’ll go elsewhere. For me, Crosby’s biggest differentiator is availability.

My goal is for every store to have fresh, high-quality food ready for every guest who walks through the door. Customers buy with their eyes and their noses first. If the food looks fresh and appealing, they’re much more likely to make a purchase.

That mindset requires a willingness to accept some level of waste or known shrink. If you’re not willing to invest in having fresh product available, you may need to rethink your approach to foodservice. The opportunity lost by not having product available can be far greater than the cost of a small amount of waste.

Another critical factor is operational execution. You need complete buy-in from your operations team, and standards must be followed consistently. Whether a guest visits one store or another, they should know they’re getting the same great, fresh slice every time. Consistency builds trust, and trust keeps customers coming back. At Crosby’s, we strive to stand out by combining freshness, availability, consistency and a commitment to delivering an exceptional experience for every guest, every day.

CSD: If you could put one food item on every convenience-store menu in America tomorrow, what would it be and why?

JR: Without a doubt, pizza. From a business perspective, the margins are outstanding, making it one of the most profitable foodservice items a convenience store can offer. But beyond the numbers, pizza has universal appeal.

When you have a great product coming out of the oven, with the aroma filling the store and fresh slices displayed front and center, it’s incredibly difficult for customers to walk past without making a purchase. Pizza is convenient, affordable and satisfies a wide range of customers. When executed well, it not only drives foodservice sales but can also increase overall store traffic.

That combination of strong profitability and customer appeal is why pizza would be my choice for every convenience-store menu in America.

JR: Don’t be afraid to take chances and stand up for what you believe in. Some of the biggest opportunities in my career have come from stepping outside my comfort zone and taking calculated risks. Not every decision will be perfect, but growth comes from being willing to learn, adapt and trust your instincts.

Learn more from Russell at the CStore Momentum conference. Retailers can register at CStoreMomentum.com. Supplier companies must sponsor to attend.