How Weigel’s Tripled Their Delivery Business in Less Than a Year

Overview

Weigel's has been a fixture in East Tennessee for nearly a century. What began as a beloved local dairy has since grown into a 90-store chain headquartered in Knoxville, known for exceptional food, private-label products, and deep roots in its communities.

Over the years, Weigel's has established itself as one of convenience retailing's most innovative companies. The same customer-first mindset that helped build one of America's most successful loyalty programs is now driving rapid growth in delivery. Between December 2025 and July 2026, Weigel's more than tripled the annualized run rate of its delivery business, fueled by growth across both first-party ordering and third-party marketplaces.

And that's just the beginning. Weigel’s views delivery as an increasingly important way to serve customers wherever they are, and the company believes there is still significant room to grow.

📸 Get your favorite meals delivered from Weigel's

Background

The team at Weigel's was quick to recognize that convenience is no longer defined solely by proximity to a store. Today's customers expect to get what they want, when they want it, and on their own terms. They saw delivery as an opportunity to reach customers during moments when a trip to the store just wasn't going to happen.

As Nick Triantafellou, Director of Marketing and Merchandising at Weigel's, explains, being available for delivery is ultimately about being part of the customer's consideration set.

"We've all been in situations where, for whatever reason, we need something delivered," says Triantafellou. "When customers decide to order delivery, they're making choices based on the available options right then and there. We believe Weigel’s needs to be one of those options, and we need to be there 24 hours a day.”

Working with Vroom Delivery, Weigel's launched first-party ordering through both its website and mobile app, allowing customers to order everything from snacks and tobacco to alcohol and private-label favorites like Weigel's milk. Each order is automatically routed to the most cost-effective delivery provider for fulfillment, giving customers a seamless experience while allowing Weigel's to maintain ownership of the relationship.

Weigel's further expanded its reach by launching on Uber Eats in 2025 and DoorDash in early 2026. Behind the scenes, Vroom Delivery's Automated Menu Management (AMM) platform and integrations with PDI Commerce keep pricing, inventory, and product availability synchronized across every ordering channel in real time. Rather than managing separate menus, tablets, and workflows for each platform, store teams operate from a single system. The platform automatically communicates with the broader technology stack while simplifying reconciliation for accounting purposes.

Key Results

From December 2025 to July 2026, Weigel's more than tripled the annualized run rate of its delivery business.

The growth has been primarily driven by a combination of continued first-party adoption and expansion onto the DoorDash marketplace. While first-party ordering has continued to grow steadily since launch without plateauing, being listed on DoorDash has allowed Weigel's to access incremental demand beyond the first-party customer base.

The Weigel's Rewards app has also played an important role. In addition to serving as the front door for first-party ordering, the app is a key part of the company's broader customer engagement strategy. Promotions such as Weigel's popular $6 W Menu deals are integrated directly into the ordering experience, creating a seamless connection between the company's marketing efforts and its delivery business.

While the results have been impressive, Triantafellou believes the opportunity is still in its early stages.

"We can grow this thing so much more," he says. "It's amazing what we've been able to accomplish so far, but we're just getting started. We believe the opportunity for our delivery business is significantly higher, and we're working both internally and with Vroom Delivery to make sure we get where we know we can be."

📸 Pepperoni, Cheese, and the popular All Meats pizzas are the top three items by revenue on first-party delivery

Fun Facts

First-party customers tend to order tobacco and foodservice, while marketplace customers are more likely to purchase alcohol, beverages, and snacks
‍
Pepperoni, Cheese, and the popular All The Meats pizzas are the top three items by revenue on first-party delivery, bolstered by inclusion in Weigel's popular $6 W Menu deals
‍
Weigel's delivers 24 hours a day, allowing the company to serve everyone including night-shift workers and late-night gamers
‍
Peak donut delivery occurs between midnight and 1:00am. Fresh donuts arrive in stores around 11:00pm each night, meaning late-night customers have discovered the secret to getting the freshest donuts in East Tennessee
‍
The Weigel's Ring Donut ranks as the third most-delivered item, while half-gallons of Weigel's Chocolate Milk come in at #12
‍
The top five stores account for just 16.7% of delivery revenue, demonstrating the hidden potential of specific locations
‍
Weigel’s was one of the initial pilot customers for a tobacco manufacturer-funded delivery discount, the success of which led to a platform-wide expansion across Vroom Delivery

📸 Weigel's famous milk is a fan-favorite for delivery orders

Deep Dive with Nick Triantafellou

For Nick Triantafellou, one of the biggest advantages of working with Vroom Delivery has been the ability to move quickly. Particularly notable was the recent addition of Weigel’s $6 W Menu deals within the mobile ordering experience.

"The crazy part is I texted Adam Kaverman (in Client Success) and told him that I was going to redesign the app over the weekend," says Triantafellou. "I figured getting those deals built into our online ordering might take at least a couple of weeks. So imagine my surprise when I came into the office on Monday, and Adam told me that the developers had already gone ahead and built it.”

Moving quickly matters for Weigel’s since mobile ordering isn’t a standalone initiative. Rather, it’s part of a broader customer engagement strategy within the context of one of the industry’s most successful loyalty programs. Weigel’s Rewards has been so successful that at the 2026 Loyalty 360 Awards, the team took home the Platinum award for Excellence in Gamification—coming in ahead of brands like Chipotle, Burger King, and Hasbro.

"The thing you have to understand is that at a company like Weigel's, we can't just chase buzzwords and pat ourselves on the back," says Triantafellou. "Our brand is deeply integrated into Eastern Tennessee communities, and people really do expect us to operate at a higher standard. That's why when we decided to get into mobile ordering and delivery, we knew Vroom Delivery would be a critical partner."

Triantafellou credits Vroom Delivery with providing access to capabilities that once required large internal development teams, but making everything simple enough for operators of all sizes.

"I wear a lot of hats at Weigel's, and I can't rely on a vendor that isn't easy to work with," he says. "Vroom Delivery’s client success team is made up of former retailers. They understand what my day looks like and what kinds of problems I’m trying to solve. There have been plenty of moments where I didn't have time to get something done, but then Adam just stepped in and handled it."

For Triantafellou, that's what separates a vendor from a partner.

“The team at Vroom Delivery are like an extension of our own team. When I need help, they have my back. When I have a vision for something, they build against it and keep up with me. And on top of that, we're driving massive incremental revenue with room for continued growth. Isn't that kind of the holy grail?”