Weigel’s, the historic convenience store chain based in Knoxville, TN., needed a partner to help them bridge the brand between their legacy stores and their new in-store retail experience. The Retail Environments team developed a brand strategy for all key categories, surveyed a pilot store, and created a formula to deploy across the chain. GSP also worked with Weigel’s to develop a food service brand, and evolve coffee tagline, “Voted, best cup of coffee in town” into a modern theme.
Customer response to the renovated convenience store has been positive. Weigel’s opened a travel center in Piney Flats, TN in August 2023 that boasts the new branding, including Weigel’s Kitchen. They serve fried chicken, pizza, salads, sandwiches, and burritos for all meals and snacks.