Josie’s Country Store & Café, which opened in July 2018 in Ellsworth, Maine, has one of the most unique menus one will find in a convenience store. Owner Josie Muir, who is from the Philippines and has traveled around the world as a foodservice officer in the merchant marines, incorporates the various flavors from her home country in the menu, which features Asian and American dishes.

Josie and her husband, Brian, purchased the c-store in 2017, buying an older building. “We ended up tearing it all down and kept the foundation—that was it,” Muir said.

From the outset, Muir had a clear vision for the store. The interior is open concept, and customers can sit at a small counter and watch as meals are prepared. A deck surrounding the building is the perfect place to enjoy a meal on a cool Maine day. “I designed the whole store and chose the colors,” she said. “My husband asked, ‘Are you sure you want this color?’ Now people come in and ask, ‘Where did you get this color?’”

A lack of c-store experience didn’t deter the couple from their new venture. “We had no experience in the business,” she said. But as time when on, the Muirs realized they could draw on the knowledge of family members. “My daughter worked in a seafood restaurant in Virginia; my son worked in a café; my mom worked in a convenience store, and my sister worked in a Shell station,” she said, adding, “My mom does the dishes; my daughter is cashier; everyone is all over the place.”

Beer Flights

Beer is a big seller in most c-stores, and it’s no different at Josie’s Country Store. Of course, customers want the latest craft beer. To satisfy them, Josie’s offers 14 options for beer and two for wine. Customers can order a “flight” of beers or a combination of wine and beer on a wooden tray. Each is numbered, so when that perfect beer hits the spot, customers simply order that number.

Just Try It

Muir encourages her customers to try new foods. The bánh mì, or Vietnamese sandwich, is one such offer. It starts with ciabatta bread. Then sliced pork belly is seared on the grill and placed on top. Pickled daikon is added. Carrots, sliced cucumber, cilantro, mint and jalapeño are layered on top. “At first, people wouldn’t order it. Now, it’s the most popular sandwich. Some people order it with fish, chicken, steak or shrimp,” she said proudly, adding, there’s even a veggie bánh mì.

I’ve dealt with so many people and cultures.

Muir has also introduced customers to Filipino versions of familiar food. Lumpia is a Filipino egg roll. “Chinese egg rolls are mostly veggies. The Filipino one is mostly meat, longer and thinner than other egg rolls. I use ground beef because it cooks faster; it’s full of flavor and not fatty,” she said. People often order 50 or more at a time, and it’s popular for catered events.

Muir is proud of the bond she has with the regulars. “I make arroz caldo, a chicken-ginger rice soup. I told them ‘just try this one.’” They tried it, and it caught on. “We have two ladies who come here every Friday. They asked that I make this my Friday soup. If they ask me a favor, I do it,” she said.

People also like the Filipino barbecue: cubed meat on a skewer served with Josie’s sauce. “We sell it by the stick. I don’t do it every day—it’s a lot of work. I want customers to crave it,” she said. The aroma as it grills really hooks customers.

Busy C-Store

Having the latest, greatest, most popular inventory is important, and Josie’s is building a reputation for this. “My husband is aggressive when it comes to getting c-store items. He wants people to know Josie’s has it,” Muir explained. “We have local crabmeat—Covey’s Crabmeat. She brings it in today, and tomorrow it’s gone.” Another local offering is cheesecake from a baker who had been selling it out of her garage.

Josie’s Country Store and Café continues to be a family collaboration. So, it’s no surprise that customers soon begin to feel like family. “I’ve dealt with so many people and cultures,” said Muir, who learned about diversity and food when she cooked on a ship. “I want customers to appreciate us. I treat them like family.”

Things have been good in the year the store has been open. “Last year we were busy; this year we are double busy.” To accommodate her growing customer base, Muir would like to make a few changes.

“We’re thinking about enclosing the deck for the winter; we get so packed inside,” she said. “I can accommodate 40 people outside on the deck. Inside, seven people can sit at the bar, and eight can eat at the table.”

In the meantime, Muir continues to open up a world of new culinary experiences to the folks in Ellsworth.