Wawa expands coffee customization and revives fall classic ‘Gobbler’
Retailer is launching new touchscreen customization options across its 1,100 stores.
U.S. convenience store chain Wawa is giving coffee lovers more control over their caffeine fix, launching new touchscreen customization options across its 1,100 stores. The feature allows customers to build hot or iced lattes starting at $3, selecting everything from milk type to the level of sweetness, flavor, and toppings.
The system now includes expanded choices. Customers can also add drizzles, graham crackers, chocolate chips, or crème brûlée sprinkles, with precise control over the quantities.
The move positions Wawa to compete more directly with major coffee players like Starbucks and Dunkin’, which have long promoted beverage personalization through apps and in-store ordering. Analysts say the new touchscreen feature could help Wawa reinforce its reputation for speed and value while catering to the growing consumer appetite for tailored drinks.
“Each customer is unique,” said Mary-Rose Hannum, Wawa’s Chief Marketing Product Officer, describing the initiative as an evolution of the company’s focus on convenience and customization.
