QuickChek Opens New Prototype Designed for Millennials

WHITEHOUSE STATION, N.J. — QuickChek Corp. is not only celebrating 50 years in the convenience channel, but it is also marking its 150th store with a new design.

The Whitehouse Station-based retailer welcomed customers at its latest store on Aug. 29 in Monroe, N.J., and according to CEO Dean Durling, the location showcases QuickChek's latest prototype as it looks to redefine convenience.

"One of the things QuickChek continues to work on is to redefine convenience and this is the latest prototype," he said in a video posted on the company's Facebook page. "You are witnessing the first store to be built with the new design."

New elements in store include cellphone and laptop charging stations in the indoor seating area and a fresh soup bar with six varieties of "gourmet soups with clean ingredients" that is unique to the Monroe store, he said. 

The store also features an espresso and smoothie bar for specialty drinks, made-for-you sandwiches and salads with touchscreen ordering, no-fee ATMs, Wi-Fi, and 16 fueling positions, Durling told attendees of the ribbon cutting ceremony on Aug. 28, the day before the store officially opened. 

Saving the best for last, according to Durling, is the store's team, which has been trained to deliver what QuickChek calls TCD, total customer dedication.

"We are really proud to be here in the new store as we redefine convenience into the future," he said.

According to MyCentralJersey.com, the 5,496-square-foot convenience store is geared toward the dining habits of today's millennial consumer — including the charging stations in a nod to millennials' love of technology and a menu of fresh items with "healthier" and "clean" ingredients.

"Our new design focuses on fresh and particularly fresh food," Durling told the news outlet. "Millennials love QuickChek and we want to continue to market toward millennials. I aspire to be a millennial. But, I'm not. I've got an iPhone, I'm on Instagram, but I know I'm not.

"So, I think if you build a store that satisfies millennials today, it's aspirational for all of us. The store markets and merchandises to everyone. That is who we are and where we are heading," he added.