Flying Into New Markets

Wawa, a brand dating back to the 1800s, looked to ChangeUp to update their fleet of convenience and fuel stores to reflect their ever-expanding fresh offer with a new, more-welcoming store design. The goal was to provide a design that worked in new urban locations and enabled each location to feel like it belonged to the local neighborhood. The solution was to target consumers that are on-the-go, and those who like to indulge in-the-moment by trying new treats. Wawa’s urban store locations are outfitted with digital menus and ordering kiosks to make the customer journey as frictionless as possible. Each store also features seating and free Wi-Fi to meet the needs of a wide array of customers.

Services Provided

  • Store Planning & Design
  • Graphic Communications
  • Visual Merchandising & Fixture Design
  • Design Documentation


The first test location for Wawa’s urban growth plan launched in City Center Philadelphia, where the brand was welcomed with enthusiasm. The store exceeded expectations by over 50% in terms of both sales and volume within its first year of operations. Since the successful launch of City Center, the urban concept store design has continued to roll out across more locations, including Washington D.C. To date, over 10 urban spaces have been retrofitted for “Fulfilling lives, every day.”

Wawa has been recognized as a Store Design of the Year by design:retail’s 2018 Portfolio Awards.