Cliff’s Local Market is a third-generation, family-run convenience store chain in Upstate New York that’s rewriting expectations about c-store dining. While fuel pumps and quick snacks remain part of the experience, this local institution puts fresh, flavorful meals at the center of its business. We spoke with Derek Thurston, Director of Foodservice Operations, to discover how Cliff’s balances tradition, community connections, and a forward-thinking approach to food.
A Family-Run Brand Rooted in Community
Cliff’s has been around for over sixty years, growing from a single location to a chain of 22 stores. The company supports a network of about 80 dealer-operated fueling stations, but its heart remains firmly in foodservice. According to Thurston, they emphasize training “on food service first,” ensuring that every team member is equipped with the knowledge and passion to prepare great meals.
“We like to market ourselves as a traditional convenience store but with a very strong food service program,” says Thurston. “We’ve got a strong made-to-order program, grab-and-go whole pizzas and slices, and an extensive beverage bar.”
That local approach extends beyond just serving great meals to guests. It’s also about championing local partnerships, like using mozzarella cheese made in Bath, New York, and featuring coffee from Utica Coffee Roasting Company, famous for its “Wake the Hell Up” brew.
The Food That Keeps Guests Coming Back
Cliff’s has built a loyal following by serving up a variety of unique and classic offerings. Breakfast is their busiest daypart, thanks to an eclectic menu that includes everything from bacon breakfast pizzas to innovative specials like the “Three Meat French Stack”: two slices of French toast sandwiching ham, sausage, bacon, cheese, and egg.
“Our breakfast pizza is a huge draw,” Thurston notes. “But we also do waffle sandwiches, steak burritos, and fresh fruit cups. We really do have a strong following in the morning.”
While hearty, comforting flavors define much of the lineup, Cliff’s also appeals to health-conscious visitors and broader demographics. They offer fresh salads, parfaits, and tropical fruit cups to attract customers looking for lighter fare. It’s clear that by diversifying their menu, Cliff’s is inviting new types of guests to their stores, especially those who might not think of a convenience store as their usual food stop.
Innovating to Meet Evolving Demands
As convenience stores compete with quick-service restaurants, Cliff’s makes continuous improvement part of its strategy. Thurston and his team roll out quarterly Limited Time Offers (LTOs), like a Cool Ranch Dorito Pizza, and consistently test new ideas to keep customers intrigued.
“We’re constantly evolving, pulling menu items that don’t work, trying new ones that do,” Thurston explains. “At the end of the day, it’s about keeping it interesting and fresh for our guests.”
They’re also embracing digital innovations to meet shifting consumer habits, such as online ordering and delivery. Cliff’s offers “order ahead” for busy patrons who want to grab their pizza, breakfast sandwich, or even a candy bar without waiting.
Streamlined Operations with the Right Equipment
Behind the scenes, Thurston relies on thoughtfully designed products to maintain quality and efficiency. This is where Cambro’s solutions come into play. In new and remodeled stores, Cliff’s is installing Cambro’s wall shelving. Previously, they used standard metal racks, but these new shelves offer a more modular, hygienic option.
“When [Cambro] showed me this, it really intrigued me,” recalls Thurston. “You can take it apart, clean it, and adjust it. It’s almost like Legos—you can raise or lower a shelf for bigger items, and each piece can go straight into a three-bay sink for cleaning.”
He also praises Cambro’s FreshPro CamSquares for preserving product freshness, noting their tight-fitting lids and the appealing way they display fresh ingredients.
Looking Ahead: Convenience Gets Even More Convenient
For Thurston, the future of Cliff’s hinges on enhancing the in-store experience and leveraging technology. From online pickup racks to robust digital menu boards, they aim to streamline ordering while offering customers a variety of ways to enjoy their meals.
“We’re focusing on that pickup aspect of our brand,” Thurston says. “People can order ahead, get everything ready in a bag on a rack, and just go.”
On a larger scale, Thurston believes convenience stores will continue to gain traction in the foodservice space. By combining great food, a captive audience (everyone needs gas, after all), and modern innovations, c-stores have the potential to challenge traditional quick-service restaurants and local pizza shops alike. A future Cliff’s is already realizing through thoughtful menu innovations, dedicated employees, and solutions like Cambro’s wall shelving, proving you can grab a slice of bacon breakfast pizza, a local brew of coffee, and a sense of community all at once.
Content made possible by Holly Storm, Cambro Territory Sales Manager – Upstate New York.
Author: Felix Bazgan is the Director of Digital Marketing at Cambro.
