Cumberland Farms debuts new in-store shop concept

Cumberland Farms has unveiled an in-store addition inspired by European cafes. 

The convenience store retailer, which was acquired last year by European c-store operator EG Group, parent company of EG America, opened its first-ever  Farmhouse Fresh To Go concept, in Westborough, Massachusetts. Located inside the Cumberland Farms store on Main Street, the new concept is a "store within a store" inspired by a traditional European bakery-café and offers a wide variety of freshly made sandwiches, bakery products and specialty coffee drinks. 

Cumberland Farms, which operates nearly 600 locations across the Northeast and Florida, plans to roll out Farmhouse Fresh To Go shops to several Cumberland Farms locations across New England by the end of the year.  

EG Group entered the U.S. market through the initial acquisition of 763 Kroger c-Stores in April 2018. It operates nearly 5,400 stores, in nine countries with over 35,000 associates.

"We are committed to meeting the needs of our guests and recognize their increased demand for fresh, high quality prepared food," said George Fournier, president of EG America. "We are excited to launch Cumberland Farms' first-ever Farmhouse Fresh To Go store in the hometown of our headquarters and look forward to bringing Farmhouse Fresh To Go and its delicious menu to additional communities this year."