Emerging Convenience Store Brand Grows Menu to meet Customer Demand
Neon Marketplace, operating seven locations across New England, recently introduced Adi Dhandhania as its new CEO. Based in Cranston, R.I., Dhandhania brings significant experience in mergers and acquisitions (M&A) and corporate leadership, previously serving as the COO for Bally’s Interactive in North America. His career also includes leadership roles at Brightstar Corp., alongside a family background in the convenience store industry.
In an exclusive interview, CStore Decisions spoke with Dhandhania to understand his vision for Neon’s future in the convenience store space.
CStore Decisions: What drew you to Neon Marketplace?
Adi Dhandhania: “I was actually an investor when Neon started. My family has a background in convenience stores, and I saw a real opportunity for a brand like Neon in New England. Neon brings together food, fuel, and convenience, which I believe represents the future of this industry.”
CSD: How will your prior experiences support your role as CEO?
AD: “I have extensive experience in the M&A space, most recently with Bally’s Interactive. I’ve worked in industries like media, retail, and sports betting, where I was able to grow companies through both organic and inorganic strategies. I see similar potential here at Neon. We’re already expanding and establishing ourselves as a key player in New England.”
CSD: How will you help Neon thrive in the market?
AD: “Our focus is on operationalizing the stores we’ve opened and evaluating future growth. We’ve developed four store formats: an express store, a travel center, and two prototype stores. These formats help us understand what best suits each market, guiding our expansion plans.”
CSD: What excites you most about this position? How has the transition been?
AD: “It’s been great. I enjoy joining a business at the ground level, and Neon is full of opportunities. We’ve recently launched programs like a 98-cent coffee offer for any size drink, along with an updated food menu at competitive prices. These initiatives create a one-stop shop where customers can fuel up, grab quality food, and charge their electric vehicles.”
CSD: Where do you think the convenience store industry is heading?
AD: “I foresee a convergence of food, convenience, and fuel. More retailers are moving toward fast-casual dining within convenience stores, and I believe this trend will shape the future of the industry.”
As Dhandhania takes the helm, Neon Marketplace looks set to continue growing and redefining the convenience store experience in New England.
