Dash In Food Stores was as aggressive as other convenience chains in beefing up its pay and benefits through the pandemic. During the past three years, the chain of 56 stores increased its starting hourly wage from $10.10 to $14.50. It adopted sign-on bonuses of as much as $5,000 for sales associates, assistant managers and store managers. It offered healthcare benefits, pet insurance and tuition reimbursement. It put new communications tools in place to ensure everyone is aware of company opportunities and news.
“We’re here to change the perception of what people think of when they enter a convenience store.”
Lorissa Martin sees each of these actions as parts of a larger goal. “We’re here to change the perception of what people think of when they enter a convenience store,” says the talent acquisition and performance manager for Dash In, part of the Wills Group based in La Plata, Md.
That goal is intended for both customers and employees.
“It’s about brand recognition,” she says, “making sure people know we’re not just an option for a job but for a career. … If your employees are well-trained and know they have opportunity to grow here, they’re happier in their work. And if customers see happy employees providing great customer service, they find it a nicer place to shop.”