A midstate convenience-store chain has shortened its trade name in an effort to refresh its brand.
Manchester Township-based Rutter’s Farm Stores, owned by CHR Corp., has decided as part of its 50th anniversary that it will now be known simply as Rutter’s.
The first Rutter’s Farm Store opened in 1968. Today the chain operates 69 stores.
“We have gone to market in our stores as simply Rutter’s for the past decade,” said Derek Gaskins, the chain’s chief customer officer. “And as we look to the future, we wanted the focus to be on our brand, and all the ways we engage across physical and virtual channels.”
To support growth, Rutter’s is in the process of doubling the size of its headquarters, to 23,000 square feet, which will create space for 50 more employees.
The expansion also will feature additional space for a technology lab, more employee recruiting space, and an architectural and engineering department.
The company said in late December that it plans to build nine new stores this year and remodel 38. A common addition to Rutter’s stores has been beer caves, allowed under recent state liquor law reforms.
Rutter’s has been buying liquor licenses since fall 2016 at state auctions of expired restaurant licenses.