Convenience-store chain Dash In has remodeled two of its stores and has 24 more remodels planned for 2025.
Retail marketing company GSP, Clearwater, Florida, said on Wednesday that it is working with Dash In owner Wills Group on the project, which kicked off with two pilot store conversions in Maryland, near the Wills Group’s La Plata headquarters.
Wills Group CEO Blackie Wills previously told CSP the next-generation stores are larger-format stores that include Dash In’s new foodservice menu with wholesome food made on site, using simple, fresh ingredients. The stores have a beverage section with bean-to-cup coffee, chilled and frozen drinks and on-tap refreshers. Some stores also feature Dash In’s Splash In ECO Car Wash brand.
- The Wills Group is No. 123 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
The initial conversions provided learnings that allowed for refinement before a wider implementation, GSP said. The new stores provide customers with an enhanced shopping experience, refined brand aesthetics and brand consistency, the company said.
Prior to each store’s rebrand, GSP said its team uses 3D scans to provide a visual record of assets, strengths and challenges of each store. Part of the rebrands included removing old branding and décor elements to ensure a clean slate for the new design, GSP said.
Stores remained open during the remodels and most of the work was completed overnight.
"We want our Dash In customers to enjoy an enhanced shopping experience that supports the investment in our menu offerings, and GSP gets it done,” said Ryan Wilkins, brand and content manager for the Wills Group. “The consistent and detailed brand application across our stores supports our mission to transform everyday errands into something more delicious, delightful and rewarding.”
The Wills Group has nearly 300 retail locations across the Mid-Atlantic region, including Dash In, Splash In 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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