The Wills Group Inc. is opening its Dash In and Splash In ECO Car Wash next-generation store concept throughout the Mid-Atlantic region. And the Indian Head, Maryland, location, which had a soft opening on Feb. 14, is the second store featuring this concept with a reimagined store design and new menu, Blackie Wills, president and CEO of The Wills Group, told CSP. The first was in Loudoun County, Virginia.
- The Wills Group, La Plata, Maryland, is No. 127 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.
The Indian Head store is unique because it sits in a food desert, with the nearest grocery store 20 to 30 minutes away for most residents, he said.
Dash In opened its doors in 1979 and today has nearly 60 locations. Wills told CSP why Dash In wanted to build this new store in Indian Head and what the company’s next-generation stores entail.
Click here to see more photos of the new store.
This interview has been edited for length and clarity.
What made Dash In want to build this new store?
The decision to open our next generation Dash In and Splash In ECO Car Wash store concept in Indian Head, Maryland, was informed by a number of factors.
For starters, Indian Head is home to almost 8,000 residents between the local community and military personnel at Naval Support Facility, and still, for more than 25 years there has not been a grocery store within city limits. We saw a very serious need here to provide fresh food resources, as well as job opportunities to the Indian Head residents.
Additionally, we already had an older Dash In format store at this Indian Head location, so it was a fitting choice to demolish and rebuild our next-generation store format in order to create opportunities to elevate the experience for Indian Head customers. Core to our growth strategy is building new locations and remodeling existing stores that serve diverse communities that can benefit from having a local Dash In and Splash In ECO Car Wash store. We’re committed to providing Dash In guests with fresh, nutritious food options, as well as offering our employees livable wages.
As we open new Dash In and Splash In ECO Car Wash stores and renovate existing ones, our goal is to appeal to the wide set of guests across diverse geographies by providing a more welcoming atmosphere, creating a delicious new menu, offering an exciting loyalty program, and introducing a new brand look and feel.
How was this store designed with the community in mind?
Indian Head has not had a grocery store within the town limits in 25 years. For many residents, this means having to travel 20 or 30 minutes to the nearest grocery store, and sometimes not having any transportation to get there.
Our Dash In team saw an opportunity to make a real impact in the Indian Head community by creating access to fresh food for this long-standing food desert.
Dash In has also partnered with Oasis Fresh Food Markets over the last year to create access to a local market and a community garden. These resources will benefit Western Charles County residents and the military personnel at Naval Support Facility Indian Head.
Together with the 3,822 residents of Indian Head and 3,834 military and civilian workers, the Oasis Fresh Food Markets store and community garden will benefit a resident population of almost 8,000.
What do Dash In’s next-generation concept stores entail?
[The Indian Head Dash In] location features our reimagined store design and new menu that reinforces Dash In’s commitment to offering wholesome food made on site, using simple, fresh ingredients. These larger-format stores introduce an experience that invites guests to linger, with the all-new store concept featuring in-store seating.
The next generation Dash In design works to create an elevated customer experience, featuring natural wood exterior finishes, polished concrete floors and an open concept with the Dash In kitchen at the center of the store experience. This store design was intentional in fostering transparency and openness throughout the guest experience.
The all-new Dash In “made for you” menu includes specialty burgers, chips and baked goods made on site. The menu also features main course salads such as Dash In’s Southwest Steak and Crispy Chicken Cobb, Dash In Kitchen Bowls, including La Cocina and the Veggie Power, along with Dash In favorites such as Stackadillas. The Indian Head Dash In menu also features a self-serve, automated shake and smoothie machine that prepares more than 40 different beverages to order.
In addition to the new Dash In brand, we are also introducing our newly branded Splash In ECO Car Wash. Customers can expect a thorough, state-of-the-art automatic in-bay car wash and an opportunity to join the loyalty program for customer discounts. We are also proud to offer our new Dash In fuel brand.
What is different about this store from an older or typical Dash In store?
Many of our existing Dash In stores are undergoing remodels right now to ensure that every Dash In customer has a consistent and elevated store experience whether they are visiting one of our all-new, next-generation store concepts or one of our existing locations. While the next generation Dash In store design differs from our current locations, our focus is on ensuring that our menu offerings are local, fresh and made on site.
To further ensure the elevated experience, the Indian Head Dash In store also has a Guest Experience leader. Their job is to make sure that everyone who enters the store is cared for. It’s a high-touch experience that our customers tell us they are really enjoying.
Our plan is to be around for the long term and to do this we are committed to listening to our guests, following the trends and leveling up the c-store experience.
How would you describe the aesthetic and design of the store?
Modern, warm and inviting. We were intentional about using more neutral, warm colors and introducing environmentally friendly woods and materials. In the Dash In center store, we’ve lowered the gondolas to increase the line of sight across the store so guests have a clear view into the kitchen as food is being prepared. Our next-generation Dash In and Splash In ECO Car Wash brand font is also softer and more approachable, and all aspects of the store both inside and out are contiguous and complementary.
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