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    Rutter’s Jerry Weiner Reflects on 40 Years in Foodservice

    He’s well-known for trying out almost any menu item.

    By Don Longo, Convenience Store News

    YORK, Pa. — At the end of August, Jerry Weiner, foodservice director for York-based Rutter’s Farm Stores, will retire after more than 40 years in marketing and operations roles in the foodservice industry for both convenience stores and restaurants. During that time, he’s participated in the development of five different prototype store formats for four different companies, including the research and development of a different proprietary foodservice program for each store format.

    Weiner’s official retirement date is Aug. 28. His successor will be Ryan Krebs, restaurant manager at Rutter’s Middletown, Pa., store, one of the 60-store chain’s newest and largest units. Krebs is a trained chef and graduate of Johnson & Wales University’s School of Hospitality.

    Weiner, 67, started his career in the c-store industry in 1972 when he entered 7-Eleven Inc.’s fast-track management training program in Long Island, N.Y., and became a field representative.

    In 1976, he left 7-Eleven and with a partner, opened a deli in West Palm Beach, Fla. Over the next eight years, they opened a second deli, but in 1984 he and his partner parted ways and sold the two stores. He was in his early 30s, took a month off, sent out resumes and got a job with Stop N Go to improve the then-growing convenience store chain’s food program.

    Ever since, he’s watched the convenience industry’s romance with foodservice evolve.

    The first major advance was in coffee. C-stores used to sell little more than “brown water,” Weiner told CSNews Online in an exclusive exit interview. “But the industry has really wrapped its fingers around coffee. From the presentation, to the variety, and especially the quality, c-stores have come a long way with their coffee programs and the results show it.”

    It took the industry a little longer to get food right. Food requires a larger capital investment, as well as human investment in people and training, noted Weiner, who recalled the industry had another obstacle to overcome: the consumer perception that they couldn’t get quality food at a location that also sold gas.

    “For decades, c-stores were known for low-quality, inexpensive product. But I feel the industry is on the cusp of changing that perception, and a small part of me will miss the next five to six years as c-stores become proficient with foodservice. It’s been a helluva ride for foodservice at convenience stores.”


    At Rutter’s, Weiner has become well-known for trying almost any type of menu item and letting consumers decide what they like. The retailer’s touchscreen ordering kiosks allow customers to literally mix and match any items on the menu to create their own customized meals.

    Among the scores of successful food items he’s championed during his career, Weiner was able to point to a couple that stand out.

    “At Stop N Go, they told me you could never sell a bagel and cream cheese in Texas,” he laughed. “I took that as a personal challenge and successfully launched a bagel and cream cheese product in their Texas stores.”

    Perhaps Weiner’s and the c-store industry’s greatest challenge is the dinner daypart. “I’ve always felt there was an awful lot of gross profit up for grabs to the retailer that figures out the dinner daypart. When consumers think about dinner, I want Rutter’s on their mind,” he said.  

    Weiner feels his latest creation, called Basket Meals, finally gets c-stores successfully into the dinner game. Each Rutter’s Basket Meal includes one of five entrees: fried shrimp, chicken wings, beef short ribs, mahi-mahi bites or chicken strips. In addition to the entrée, each basket comes with a large order of French fries, coleslaw, dinner roll and a dipping sauce.

    By Don Longo, Convenience Store News
    • About Don Longo Don Longo is editorial director of EnsembleIQ's Convenience Store News. He has covered retailing for more than 30 years as a reporter, editor and publisher. Previously, he spearheaded the editorial efforts at a variety of business publications focused on mass, drug, grocery and specialty store retailing. Convenience Store News won American Business Media’s Jesse H. Neal Award for Best Issue of the Year in 2008 and 2012. Longo has won numerous other editorial awards over his career and is frequently quoted in the national and local news media on the subjects of retailing and consumer trends.

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