Murphy USA is testing White Castle kiosks at select larger stores to offer hot food without a traditional kitchen.
The convenience store and gas station chain is rolling out an autonomous foodservice platform at select larger-format stores, Murphy USA announced in a recent news release.
Developed by Automated Retail Technologies, the system will start with White Castle, letting customers order from a touchscreen and get hot food in about two minutes. The Ohio-based fast food chain is known for its signature square sliders, which have been around since 1921.
The technology essentially turns a small part of the store into a mini, automated restaurant. The self-contained system takes care of preparing, heating and serving the food, so Murphy USA can offer hot meals without building a full kitchen or bringing in a team of food-prep workers.
Murphy USA did not say how many stores will participate in the initial rollout.
open image in galleryWhite Castle could just be the start. The Just Baked system can accommodate different brands and types of food, so Murphy USA could add more options if the test goes well.
“The new offer is designed to meet customers where they already are, whether fueling up, grabbing a drink, or picking up items for the day, while allowing Murphy USA to evaluate how autonomous foodservice can enhance the customer experience within its existing operating model and store footprint,” the news release reads.
Murphy USA is testing whether hot food can give customers another reason to stop in and spend more while they’re there.
“We’re continually evaluating opportunities that create additional value for our customers while building on the strengths that have made Murphy USA successful,” Scott Woodward, Murphy USA’s senior vice president and chief merchandising officer, said in a statement.
“This relationship allows us to introduce a new convenience offering informed by customer insights, while maintaining the operational discipline and focus on everyday value.”
Murphy USA has been exploring ways to add more food options to its main store banner for some time. During the company’s first-quarter earnings call in April, CEO and President Mindy West said the retailer was evaluating new formats, services and foodservice as ways to improve its stores.
“We’re going to be very thoughtful about how we step into that,” West said, according to Retail Dive.
Murphy USA operates more than 1,800 stores across 27 states, while White Castle has 341 U.S. locations across about 15 states, primarily in the Midwest and New York area.