FORT WORTH, Texas — The convenience-store industry has the potential to make a real difference when it comes to diversity and inclusion. Derek Gaskins, chief marketing officer at Yesway, says his experience as a Black c-store executive has helped him realize this.
“While there have been negative experiences that show how far we truly must go, the opportunity the convenience industry creates is unparalleled,” Gaskins says. “I have personally experienced prejudice and racism directly and have persevered despite the adversity.”
In fact, Gaskins champions the c-store industry “as a place where meritocracy thrives. The convenience industry is like the mosaic of America. I have met hardworking, successful people from all walks of life in this industry. The industry rewards a commitment to excellence, and within one generation, people can ascend to achieve the American dream.”
C-stores create opportunities for immigrants, new Americans and entrepreneurs who can access capital to own and operate their stores, creating upward paths of economic mobility, he says. Still, one thing the industry needs: more Black-owned c-stores.
More than 43% of Yesway staff are people of color.
“Economic injustice and the divide between Black-owned businesses are as wide as it has always been. I believe that this is where systemic racism is most insidious,” Gaskins says. “Black Americans have never really recovered from the destruction of Black economic structures. This, coupled with the current lack of access to capital funding, has made it difficult for many Black Americans to pursue the American dream of owning and operating a business. I believe that need for Black-owned businesses and c-stores in particular has never been greater.”
Fort Worth, Texas-based BW Gas & Convenience Holdings LLC, doing business as Yesway, has been very active in supporting DE&I in its more than 400 stores and cares deeply about the subject, Gaskins says. He says the leadership team team is committed to treating everyone equally and creating opportunity for everyone, and that discrimination of any kind is not tolerated. More than 60% of its approximately 5,200 corporate and retail employees are women and more than 43% are people of color, he says. Leadership in its stores represents and reflects the communities Yesway serves.
Representation matters, when it comes to Black-owned c-stores or any business, Gaskins says. When people see companies owned and operated by people in their communities who are like them, it shows the promise and potential of America, he says.
“The direct economic investment, understanding of neighborhood dynamics, job creation and merchandise assortment better tailored to meet the needs of the community are tangible benefits,” Gaskins says.
- Click here to read CSP’s complete DE&I: Starting the Conversation report.
Retailers who want to make diversity and inclusion a priority but aren’t sure where to start need to take the first step and get going, Gaskin says. Be authentic, listen to team members and realize that it will take collective effort and years of investment to show progress, he says.
Measuring that progress is key.
Just like c-store managers set out to improve category performance using metrics, current conditions and setting targets to achieve, the same must be done with diversity, Gaskins says. “What gets measured gets done,” he says. “Using analytics and transparency to drive improvement is how to achieve real change.”