Convenience stores appeared on the American landscape at about the same time as supermarkets, but appealed to consumers who needed only a few items or were in a hurry. Selection was limited and emphasis was placed on “convenience items” such as milk, coffee, and cigarettes. Many convenience stores were open after 8 p.m. and on Sundays when most supermarkets were closed.
Wawa began in 1902 as a dairy. Changing business conditions encouraged Wawa to open its first convenience store in 1964 as an exclusive outlet for its own brand of milk. Wawa has since added more convenience foods and other products and its success is due partly to its ability to package the idea of Wawa products as superior. Both Wawa’s product packages and its store designs were branded to convey specific values, most notably convenience.
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