ALTOONA Penn. Sheetz, the chain of foodservice-oriented convenience stores, has revamped its menu pricing to charge customers for the toppings they specify, instead of offering each item at one price regardless of how it’s garnished.
The change in approach has allowed the 392-unit chain to lower the price for 20 menu items, the family-owned Sheetz Inc. indicated in a statement. But patrons ordering one of those less-expensive selections would then pay for the toppings they specify. All of Sheetz’s menu choices — typical in range to what’s sold in a quick-service burger restaurant — are prepared to order.
The changeover is allowing the regional chain to tout lower prices in a new marketing campaign featuring chairman Steve Sheetz.
The non-franchised Sheetz chain generated $3.8 billion in sales during 2006, but its parent company did not break out the portion that was generated from foodservice. The concept features a touch-screen self-ordering system where patrons can specify what they want on their burgers, sandwiches or other items.
The company’s stores are concentrated in the Mid-Atlantic region.