Maid-Rite and Hy-Vee team up for added customer convenience
November 26, 2007 | News & Press Releases
DES MOINES, IA—Two iconic Midwest businesses are teaming up to add another level of convenience to the whole convenience store concept. Maid-Rite Corp. and Hy-Vee Inc. have announced a plan to test-market Maid Rite’s signature loose-meat sandwiches at several Hy-Vee gas locations.
The smaller version of the Maid-Rite franchised restaurants will be called Maid-Rite Sandwich Shoppe Express. The units will occupy approximately 850-900 square feet inside the gas station’s convenience store and will feature Maid-Rite’s traditional diner-style décor. There will be seating for approximately 25 to 30 customers. Carryout service will also be available.
“Both businesses have a rich Iowa heritage,” said Tom Watson, Hy-Vee vice president of general merchandise. “We each built our brands on helpful, friendly customer service, and we’re excited to work together to forward that concept in a convenience store format.”
Outside signage will indicate the presence of the Maid-Rite Sandwich Shoppes inside the convenience store. The first Maid-Rite Sandwich Shoppe Express is scheduled to open in late November at the Hy-Vee Gas Station at 3404 No. 156th St. in Omaha. Two other shops are planned for Gladstone and Osage Beach, both in Missouri. Several other locations are in the early stages of discussion.
“To be in a convenience store that has 1,500 to 2,000 customers a day is an excellent opportunity for cross sales,” said Tania Burt, executive vice president of Maid-Rite. “This is a great way to provide another convenience option for busy shoppers.”
The menu will feature the popular classic Maid-Rite fresh ground beef sandwiches as well as tenderloins, fries, soups and salads, hand-dipped malts and Broaster chicken. The hours of operation will vary by location, but will typically complement the high-traffic food purchase hours of 10 a.m. to 9 p.m.
“Working with Hy-Vee has been a complete joy,” said Bradley Burt, president and CEO of Maid-Rite. “They understand retailing, they understand customer service and they run a first-class operation. Hy-Vee’s employees are friendly and who have as their saying goes, ‘a helpful smile in every isle,’ and that is what Maid-Rite is also all about. We are pleased to have this co-branding opportunity with Hy-Vee for the added convenience of both of our customers.”
The two companies will explore promotional and marketing opportunities to attract the customers into the convenience store, said Hy-Vee’s Watson. “Our goal is to meet the on-the-go needs of customers with as much product variety as possible. We think that is key to building a loyal, repeat-customer base.”
Maid-Rite Corporation, headquartered in Des Moines, Iowa, is a privately owned restaurant franchise company that is the oldest restaurant chain in the United States, having been founded in 1926. Maid-Rite is famous for its one-of-a-kind, fresh ground beef loose meat sandwiches. Maid-Rite has 82 franchise Sandwich Shoppe restaurants and 3 company owned restaurants operating in 9 states in the Midwest.