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Emerging Brands

Longtime a.m. rival of Dunkin’ raises the competition

The Cumberland Farms c-store chain is introducing an in-store bakery-cafe featuring freshly made foods and coffees.
cumberland farms
Photograph: Shutterstock

A convenience store chain with a cult in the Northeast has opened an in-store bakery-cafe aimed at siphoning off breakfast and lunch customers from traditional restaurants.

The prototype Farmhouse Fresh To Go station is located inside a Cumberland Farms store in the 600-unit chain’s hometown of Westborough, Mass. The concept will be duplicated in several Cumberland Farms stores in New England during the remainder of 2020, the company said.  

Cumberland Farms already offers a wide variety of ready-to-eat food items and is known for its breakfast sandwiches and coffees.

The company says the new grab-and-go operation was inspired by a traditional European bakery-cafe. The menu includes sandwiches, wraps, paninis, pastries, pizza, muffins, cookies and fresh bread, in addition to a line of coffees. All foods are made daily, according to the chain.

The Farmhouse station will be open from 6 a.m. to 6 p.m. during the week and from 6 a.m. to 4 p.m. on weekends.

Cumberland Farms is an arch-rival of Dunkin’, also a chain that was started and is still headquartered in Massachusetts. Residents are known to be as passionate about one brand or another, particularly as a source of coffee and baked items, as they are about their favorite sports teams.

The company did not reveal the cost of the company or its projected sales.

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