Wawa tests six Sushi Soko varieties in Philadelphia pilot

By Daniel Okafor

Wawa is selling six Sushi Soko sushi varieties at select stores in the Philadelphia area, according to local NBC and CBS affiliates. C-Store Dive called the pilot the latest development in Wawa's foodservice evolution as the chain expands into new markets.

How does Wawa sell the sushi?

Wawa told CBS and ABC affiliates that it is testing the sushi in express grab-and-go cases. The chain said popular rolls so far include crunchy and spicy varieties.

Wawa also told both outlets that "the early response from shoppers has been favorable." Reviews were not uniformly positive. A writer for Philadelphia magazine gave the new rolls a less-than-stellar review.

Wawa did not respond to multiple requests from C-Store Dive for comment and further information on the sushi pilot.

What brings sushi into the c-store?

C-Store Dive's analysis noted that sushi is widely popular in the United States, even though many consumers do not associate the category with convenience stores. The report framed Wawa's test as a way to maintain its status as a leading meal destination as c-stores expand foodservice.

The National Fisheries Institute's Sushi Council estimates that sushi generates $22 billion in yearly U.S. sales, with more than $16 billion of that total occurring at restaurants. C-Store Dive also described sushi as a leading part of growing Asian cuisine popularity in the U.S. and a staple at grocery stores.

Existing c-store menus provide examples. C-Store Dive pointed to sushi at Gelson's Markets' ReCharge and Hy-Vee Fast & Fresh. The producer, Hissho Sushi, operates sushi programs at more than 3,000 grocery stores, college campuses and other locations, C-Store Dive reported.

Wawa's menu diversification is not new. C-Store Dive noted that the chain's 2023 pizza debut drew "great fanfare," though early reviews said the dish was not up to the chain's usual standards.

What does the sushi test change for Wawa?

It extends Wawa's meal offer beyond the hoagies that define the chain. The Philadelphia-area pilot puts a widely popular food into express grab-and-go cases, where shoppers must decide whether sushi works as a routine c-store purchase.

That test arrives during rapid expansion. C-Store Dive reported that Wawa operates around 1,200 stores, plans to reach 1,800 by 2030, and has opened more than 200 locations since 2022. The chain's expansion has focused particularly on the Southeast.

The practical measure is repeat demand. A favorable early reaction in selected stores must carry beyond the pilot if Wawa is to add sushi to its wider foodservice offer. Wawa has not disclosed a wider rollout schedule because it did not answer C-Store Dive's requests for further information.

The next signal for Wawa and other c-stores will be whether that favorable early reaction becomes repeat purchases at the express cases.