LAS VEGAS -- What do you make of stores that forgo a typical ceiling for the depiction of a blue sky? You realize that they may not be a typical convenience store chain.
In the 2014 NACS Show session "Creating a Culture for a Great Company," Ashley Ray, human resources director for Maverik Inc., North Salt Lake, Utah, told attendees how the 265-store retailer lives up to its tagline, "Adventure's First Stop."
"If we get the culture, most of the rest of it will happen on its own," Ray said. "Our culture is our brand."
That tagline represents the transformation the chain has undergone over the past decade or so. It abandoned its previous moniker, Maverik Country Stores, for an adventure theme, and décor inside the stores reflects that. And because the stores are positioned as "a place to fuel your car and fuel your adventure," Ray said, it spills over into hiring. Executives look for people who are active and can project that lifestyle to customers.
The company, which employs 4,500 associates in 10 states, also encourages employees to "live legendary, never ordinary." It's an internal operations campaign that encourages employees to do what's right for the customer at every store every day, Ray said.
"We're not just saying it's our culture," she said. "We actually live it."
Employees are heavily influenced by the company's five core values:
- Value Drivers: These employees deliver more with less, and more than what's expected. They look for big ideas to implement in stores.
- Customer Fanatics: They're good at satisfying customers' unmet needs and understanding what the customer wants.
- *Adventure Guides: They bring high energy, fun and passion to work. They find the adventure in life.
- Leaders Who Serve: These folks do what's best for the team. They lead by example and also foster individual growth.
- Big-Time Thinkers: They radiate creativity, and they expect big results. They figure out great new ideas to implement across the stores.
Those associates who actively promote and live any of these values are recognized with a badge that goes on their work shirts or ties. It's just another part of the way Maverik encourages its employees to live the culture the company has created.
"They're not just cashiers--they keep us in business," Ray said. "So how do we keep them happy?"
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