A buzzy new concept, Maggie’s Refuel, is preparing to open in Beverly Hill’s historic Union 76 station in 2027. Boldly billing itself as “the first nice gas station,” Maggie’s will pair fuel pumps and EV chargers with an upscale, highly-curated corner market and café.
Backed by $2 million in pre-seed funding, Maggie’s is the brainchild of Alex Canter, a fourth-generation member of the Canter’s Deli family. Canter told Andrew Zucker that Maggie’s draws inspiration from Italy’s Autogrills and Japanese convenience stores, which have become culinary destinations with devoted followings.
Maggie’s has ambitious plans for its food and beverage program: a counter-service menu featuring coffee, lattes on draft, matcha, locally sourced pastries and elevated soft serve, alongside a market stocked with global snacks and products from beloved local restaurants and bakeries. Exclusive collaborations with L.A. favorites are also in the works, though no partners have been announced.
If the first location succeeds, the company plans to expand across Los Angeles before entering other West Coast markets, according to Los Angeles Magazine.
Could Maggie’s be the clearest sign yet that gas stations are becoming a true restaurant competitor?
Insight-OUT: By combining the built-in traffic of a gas station with the food, beverage and retail trends consumers are already seeking out—from specialty coffee and matcha to curated snacks and local collaborations—concepts like Maggie’s could turn a routine stop into a destination, competing for the same everyday occasions as cafés, quick-service restaurants and corner markets.
The Next Generation Is Building Food Brands, Not Gas Stations
Long before “nice gas stations” became a trend, Wawa, Sheetz, Buc-ee’s, Dash In and High’s were turning fuel stops into food destinations. These experiences are highly intentional, with each brand cultivating an unmistakable personality. Extensive food offerings—including made-to-order menus at Wawa and Sheetz—have helped build fiercely loyal followings and prove that high quality food offerings drive traffic.
The business case is clear: Foodservice accounts for nearly 30% of convenience-store sales and 40% of profits industrywide, and more than half of revenue at Wawa and Sheetz.*
Now emerging and fast-growing brands are raising the stakes. TXB is building “restaurant-style convenience stores” around made-to-order tacos, hand-breaded chicken and a strong Texas identity. Alltown Fresh combines chef-prepared meals and specialty coffee with curated local products and inviting places to sit, while Wally’s turns the highway stop into a full-scale food and retail destination with a carving station, gourmet coffee bar, jerky counter, fresh popcorn and sweets.
These concepts aren’t simply building better convenience stores. They’re creating distinctive food brands that increasingly compete with restaurants.
Insight-OUT: By leaning into regional specialties, local producers and hometown favorites, brands can build loyalty among locals while giving travelers a taste of the region, and offering a unique destination to visit.
The EV-Charging Destination
Filling a gas tank takes a few minutes; charging an electric vehicle creates a longer window that can be filled with food, entertainment and retail.
Tesla leaned into the opportunity with Tesla Diner, which finally opened in Hollywood last year after being announced more than seven years ago. The theatrical concept combines roughly 75 Superchargers with two movie screens, in-car ordering, a rooftop terrace and an evolving menu of diner classics, including the Tesla Burger, hot dog, grilled cheese, tuna melt and fried chicken sandwich, alongside fries, pies, and shakes.
For now, it remains a one-off. Tesla has not announced additional locations.
Rove offers a more practical model in Southern California, pairing 40 fast chargers with a lounge, car wash and ReCharge by Gelson’s, a compact market from the upscale Southern California grocer. Guests can pick up chef-crafted meals ranging from sushi, sandwiches and wraps to salads, cheese and charcuterie plates; browse a curated selection of premium groceries and everyday essentials; or attend one of Gelson’s occasional grill-out events.
Insight-OUT: Any built-in wait can become a hospitality occasion, but theatrics alone won’t make it repeatable. The most scalable concepts will use that time to deliver genuine hospitality through good food, comfortable spaces, and experiences that meet everyday needs.
*Source: Restaurant Business Online
I live in the area where Sheetz and Wawa overlap and the competition is fierce and both do food and beverages like any other restaurant.