Last August, Casey’s teamed up with RangeMe to launch its first-ever Innovation Summit in an effort to discover new brands that would attract a broader array of customers to its stores. The convenience store chain, which operates more than 2,900 stores across 19 Midwestern states, discovered 19 new brands from the Summit, and their products will be on the shelves this year.
In this interview, Casey’s VP of Merchandising Chris Stewart shares the chain’s initial goals of the summit, the process in which the final brands were chosen, and some advice for suppliers looking to get on the shelves at its stores. You can watch the full video interview below.
RangeMe: Let’s start with an overview of Casey’s and its typical customer. Who are they, how do they shop, and what kind of products do they buy?
Stewart: Casey’s operates primarily in the Midwest, across 19 states. While we’re a convenience store at heart, our pizza platform really sets us apart. We’re the third-largest convenience store chain in the U.S. and the fifth-largest pizza chain. That pizza business drives a strong late afternoon and evening daypart, as well as a solid weekend business, which is different from many traditional convenience stores that typically see their busiest times in the morning.
I’ve been with Casey’s for nearly five years, and it’s been an amazing journey. Our customers are loyal, and our focus has been on providing products that resonate with their needs while attracting new customers.
RangeMe: Can you tell us about the importance of emerging brands and product innovation in delivering unique offerings to your customers?
Stewart: At the end of the day, our job as a merchandising team is to ensure we have the products our guests want. For us, innovation is critical to staying relevant with our existing customers and appealing to a younger audience. We aim to be a destination for new and exciting products—the ones customers see trending on social media or hear about from friends. It’s about keeping Casey’s top of mind when people are looking for something unique.
RangeMe: In August, you teamed up with RangeMe to launch the first Casey’s Innovation Summit. What inspired this initiative, and what were your goals?
Stewart: When we analyzed our customer base, we noticed it’s aging, and we needed to attract younger consumers. The summit was a way to address that by introducing differentiated products and brands to our stores. While we’ve been successful in resonating with our core customers, the summit provided an opportunity to bring in new, innovative brands to appeal to a broader audience.
RangeMe: Can you walk us through how the summit worked, from the selection process to the final presentations?
Stewart: First, we focused on traditional CPG categories rather than our pizza and foodservice businesses. We received about 600 applications initially (the Summit was included in the RangeMe Immediate Opportunities page). Our category managers reviewed these, eliminating some based on specific criteria.
From there, we narrowed it down to over 100 brands for one-on-one meetings with our category managers [via the ECRM Connect virtual meeting platform]. The final phase involved 40 to 50 brands coming to our headquarters in Ankeny, Iowa, for in-person meetings. We gave them a tour of our distribution center, culinary innovation center, and lab store to familiarize them with Casey’s and what sets us apart. This step also helped prep them for doing business with us.
RangeMe: How many brands made the final cut, and what stood out about them?
Stewart: Nineteen brands will be landing in our stores in 2025. One example is 1st Phorm, a performance energy drink based in St. Louis. We’ve seen great success in the performance energy category, and this brand fits perfectly within our geography and customer base. They recently announced a partnership with Anheuser-Busch, which speaks to their potential. We’re excited to bring brands like these to life across our footprint.
RangeMe: Since you’re targeting younger customers, was social media presence a factor in your evaluations?
Stewart: Absolutely. While we value a brand’s social media following, Casey’s also has a robust loyalty platform with over 8.5 million members. This allows us to communicate directly with our customers. While it’s great if a supplier has a strong social media presence, our ability to engage with our loyal customers ensures these new brands get the attention they deserve.
RangeMe: What advice would you give to brands submitting products for future summits, especially for their RangeMe profiles and presentations?
Stewart: Differentiation is key. We’re looking for products that stand out from what we already offer and can bring new customers into our stores. Brands should emphasize why their product is unique and how it aligns with Casey’s mission to drive traffic and door swings. For those who make it to the presentation stage, it’s about clearly articulating their value proposition and demonstrating how they can contribute to Casey’s growth.
RangeMe: What types of campaigns or summits might Casey’s explore in the future?
Stewart: Foodservice is definitely a potential focus, although I can’t speak directly to that. For our team, private label could be a significant area for future summits. We currently have over 300 private label products and see room for growth in this space.
Additionally, we’ll look at adjusting the timeline for future summits. This year’s summit took place in October, but we’re considering moving it to late summer to better align with our planning cycle and spring resets. We’re excited about what’s ahead and can’t wait to see how these new partnerships shape Casey’s future.