NORMAN, Okla. – Cube co-cofounder Jake Sharp doesn’t want his new Cube drive-thru concept to be called a convenience store.

“Convenience store seems like such a dirty word these day,” Sharp told NewsOK.com. “Neighborhood concierge is the best thing we could come up with.”

The news source writes that the Cube prototype, currently under construction, will serve up lattes and cappuccinos, pastries, sandwiches and wraps, freshly baked pizza and other grocery items. Mobile ordering will also be available.

“The idea behind the Cube is that we are going to put up nice, new, good-looking structures that are drive-thru only and carry items catering to the communities they are in,” Cube CEO Joe Lawrence told the news source, adding, “We started talking about what is really convenient about a convenience store, and there are a lot of things that aren’t very convenient.”

Lawrence commented that the “modern architecture style” makes Cube look more like a trendy restaurant or café, a departure from the “look and feel” of a convenience store.

“We took steps to brand ourselves differently than a convenience store, but you will have a similar selection of convenience store items — health and beauty items, snacks, sodas, beer, ice, tobacco products,” Lawrence said.