Family Express is debuting a new made-to-order (MTO) hot foodservice offering, labeled Cravin’s Kitchen, as well as rebranding the inside of its stores with a focus on foodservice.
Cravin’s Kitchen features made-to-order breakfast sandwiches and an exciting upscale, customizable/MTO pizza offering.
This initiative has been in development with the consulting assistance of the Moseley Group, based out of Franklin, Mass., known for their innovative, non-traditional foodservice outlooks. With their collaboration, Cravin’s Kitchen will allow a customer to place an order from multiple ordering kiosks, online or via mobile app. When fully developed, the Family Express application will also allow a customer to place an order from the FE central bakery and have it delivered at a later date to a customer’s store of choice.
The new Cravin’s Kitchen pizza menu includes a variety of new signature items, such as the Six-Cheese Garlic Pizza, Mediterranean Pizza, BBQ Bacon Chicken Pizza and a Breakfast Pizza. A customer will even be able to tailor a slice to their liking, by using one of two ordering kiosks
The deployment of Cravin’s Kitchen is synchronized with the rebranding of Family Express store interiors designed to bring focus on foodservice.
“The family of our proprietary brands has evolved over decades of marketing, but they existed in silos as opposed to speaking with one voice,” said Gus Olympidis, president and CEO of Family Express, which operates c-stores throughout northwest and north central Indiana. Cravin’s Kitchen will be featured in the company’s three new-to-industry locations opening in the month of November, and will migrate to the other locations that have the appropriate demographic and parking credentials.