While gas is in the name, it’s the grub that’s the focus of The Filling Co. Gas and Grub in Ashburn, Virginia. “We started with the fresh foodservice and built the concept around that,” said Rick Rubino, who owns the three-unit chain with his brothers, David and Steve Rubino. The family also owns three traditional convenience stores, as well as an Italian restaurant.

“We’ve seen the way the industry is heading with foodservice being an important part of the future,” Rick Rubino said. “About two years ago, we decided it was time to branch out with a new concept, one that had a full, on-site kitchen and an extensive menu.”

The Menu

The brothers built The Filling Co. with the kitchen and menu as the foundation. The stores all have ovens, grills and fryers to cook everything to order. “Nothing’s made ahead of time—it’s like a regular restaurant,” Rubino said.

The menu starts with breakfast and ends with dinner, although breakfast is served all day. “We have breakfast sandwiches, breakfast burritos, açaí bowls and French toast sticks,” he said. Other items include salads, subs, cheesesteaks, burgers, quesadillas, barbecue, hot dogs, fresh-dough pizza, soups, mac-and-cheese and wraps. The menu also has desserts like fried OREOs, value items and a kids’ section. The grab-and-go case features fresh-made sandwiches, as well as ever-popular yogurt parfaits. Currently, cheesesteaks are the No. 1 selling lunch items. Customers can order on-site via kiosks or through DoorDash for delivery.

“We were able to try our recipes out in our current restaurant before opening the first store, which helped us refine the menu,” Rubino said. “With our 30 years in the foodservice business, we were able to use that experience in crafting The Filling Co. menu.”

The attention to detail extends to the beverage program. Coffee beans are provided by local roaster Lone Oak Coffee, and a state-of-the-art La Marzocco espresso machine helps craft cappuccinos, lattes and espressos, among other specialty coffee drinks. “Frappés were very popular this summer, and hot lattes sold more in the winter,” he said.

We want customers to think of us first when they want great, convenient food.

Not-Your-Average Merch

The stores also try to offer more than the usual convenience store products, although those items are on the shelves, too. “We wanted to carry stuff that’s unique and harder to find,” Rubino said. “We’re in a higher-end market, so we want to cater to that demographic with our items.”

For example, The Filling Co. stocks handmade, gourmet ice cream sandwiches by Nightingale, a Virginia company. “It’s been a real winner for us to stock these frozen treats with unusual flavors like cookie, peaches and cinnamon, and strawberry shortcake,” he said.

Along with wine, customers can find around 30 different craft brews, all kept cold in a beer cave. “We have a lot of Virginia breweries represented, as well as other craft beers,” Rubino said. “Every week, we have new brews from our breweries that keep the category interesting.”

The décor also speaks to a different sort of c-store, with a garage door inside the store and reclaimed wood and brick on the walls. All signage is custom made, too. “We get a lot of compliments on how its look is not what you expect from a convenience store,” he said.

Employees contribute to that atmosphere, with “everyone having a good time at their job, like good friends working together,” Rubino said. “That’s the environment we try to create with our stores.” He achieves that by asking employees for referrals for other workers. “We’re constantly hiring and hitting up our workers to see if they know someone who should work for us,” he said. Employees are always happy to refer a friend.

For Rubino, The Filling Co. Gas and Grub is the culmination of two decades of working in the convenience store industry. “We want customers to think of us first when they want great, convenient food,” he said. “We give them a whole other option for breakfast, lunch and dinner right here in their neighborhood.”