Sheetz is stepping up its coffee war with Country Fair, McDonald’s and its other competitors. The convenience store chain announced earlier this week that it is spending $7.5 million this year to install a new coffee brewing technology that offers customers more consistency in taste, temperature and aroma. The new technology, called Soft Heat by BUNN, will still brew the company’s famous Sheetz Bros Coffeez.
“Many traditional brewing systems degrade coffee taste by using pots that extend exposure to inconsistent heating that results in coffee with a burnt or flat taste,” says Louie Sheetz, executive vice president, marketing. “To add to the problem, coffee that is stored in open containers loses much of the natural aroma and evaporates before it’s even poured, making for a bland cup of coffee.”
Sheetz said the new brewing technology now being installed will keep coffee at an ideal, uniform holding temperature in a closed container to preserve the aroma of Sheetz Bros Coffeez.
The chain is also introducing new flavor dispensers to give customers more variety and flexibility in choosing flavors to compliment their coffee. The new set-up has 20 possible flavor shot combinations, including French Vanilla, Irish Cream, Amaretto, Chocolate Cream, Hazelnut and Butter Pecan, in addition to traditional Half & Half and non-dairy creamer. This allows patrons to truly customize any of the five Sheetz Bros Coffeez blends.