Dive Brief:

• Amazon Go is expanding its made-to-order menu at select locations with 10 new sandwiches and quesadillas, six for breakfast and four for lunch, according to an emailed press release.
• The new items, part of a “rapidly growing” array of options developed by Amazon Go’s team of chefs, are available at select Amazon Go stores. The first two confirmed locations are in Whittier, California and Mill Creek, Washington. 
• The menu additions come a couple months after Amazon announced a shakeup for the Go brand, closing eight of its locations. At the time, however, a spokesperson said the company will “continue to open new Amazon Go stores.”

Dive Insight:

As it continues to seek the right approach for its Go brand, Amazon joins major c-store names in concentrating on foodservice. In recent months, 7-Eleven Inc. said it will focus harder on its fresh food program. Arko Corp. named foodservice as one of three key pillars for its brands during its latest earnings call; and Dash In debuted a new food-forward c-store concept. 

Amazon did not return a request for more details about the full planned rollout of these offerings. 

Previously, Amazon Go had tried and then shuttered an Amazon Go Grocery format, and expanded from smaller urban locations to a larger suburban format in 2022. The Mill Creek store was the company’s first of these larger formats.

For breakfast, the new sandwiches are are egg and cheddar on brioche or English muffin; ham, egg and cheddar on brioche; bacon, egg and cheddar on English muffin; and sausage, egg and cheddar on brioche or English muffin.

For lunch, the additions are a crispy chicken bacon ranch on a telera roll; a turkey bacon grilled cheese on sourdough; a grilled chicken quesadilla with chipotle salsa; and a BBQ pork quesadilla. 

The quesadillas are a first on Amazon’s Go’s fresh food menu, which includes salads, wraps and a variety of other sandwich and toast options. 

Amazon Go currently has 23 locations – eight in New York City, five in Chicago, three in California and seven in Washington state. The stores use Amazon’s Just Walk Out frictionless checkout technology, and most feature the company’s Amazon One palm-scanning technology.