The Wills Group has appointed Mark Samuels as executive vice president of convenience retailing, the family-owned convenience-store company said. The appointment became effective on Oct. 1.
Samuels will continue to lead efforts across the Wills Group to enhance the Dash In and Splash In ECO Car Wash lines of business and oversee the company’s continued expansion across the Mid-Atlantic region, the retailer said.
- Dash In is No. 130 in CSP’s 2023 Top 202 ranking of c-store chains by total number of company-owned retail outlets.
Previously, Samuels was vice president of retail at the Wills Group, where he implemented growth strategies across Dash In operations, food service and marketing, and helped support the expansion of Dash In’s footprint across the Mid-Atlantic region.
“Mark Samuels embodies the Wills Group’s commitment to innovation and investing in our people,” said Julian B. “Blackie” Wills III, who was recently named president and CEO of the Wills Group. “Since his first day at the Wills Group more than 25 years ago, Samuels has continually pushed our team to examine what convenience retail innovation could look like for Dash In, while also leading Dash In’s focus to go above and beyond when it comes to customer service.”
The appointment is an acknowledgment of Samuels’ leadership in transforming Dash In and the customer experience, said the retailer. In 2018, Samuels was instrumental in the strategy and execution of Dash Inc.’s Neighborhood concept store in Chesterfield, Virginia, that focused on an improved customer experience, including a fresh, made-to-order menu and environmental enhancements with a local feel. Today, nearly all of the more than 55 Dash In locations feature a bright, open atmosphere with intuitive wayfinding, which offers a welcoming convenience-store experience and gives customers that local neighborhood feel that Samuels helped to develop.
Samuels has also led Dash In’s renewed foodservice strategy, introducing its signature Craveable Menu.
Samuels worked to lead Dash In’s next-generation approach with the store opening in March 2023 in Loudoun County, Virginia. The all-new Dash In boasts a new visual identity and reimagined store design, with a “made for you” and fresh-to-go menu, offering customers dine-in options and an overall elevated experience. Similarly, Splash In ECO Car Wash has a new brand identity and refreshed customer experience including environmentally friendly wash technology and loyalty programs.
“I am honored to take on this expanded leadership role at the Wills Group,” said Samuels. “This presents a unique opportunity to prepare the team for scaling our new convenience concept across the region, while continuing to innovate. The goal is to create better experiences for our customers, our employees and our communities.”
Based in La Plata, Maryland, the Wills Group has nearly 300 retail locations across the Mid-Atlantic region, including Dash In, Splash In ECO Car Wash and SMO Motor Fuels. A family-owned company since 1926, it has expertise in convenience retailing, fuels marketing and commercial real estate.
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