7 Business Lessons From Wawa and Sheetz
By Abbie Westra on May 24, 2016CHICAGO -- Bring two leaders in c-store foodservice to the stage, and the audience is guaranteed to receive some sage business-building advice. It’s what Ryan Sheetz, director of brand strategy for Sheetz Inc., and Mike Sherlock, vice president of fresh food and beverage for Wawa Inc., delivered for attendees during an education session on day three of the 2016 NRA Show.
Employee empowerment
Two iconic menu items—Sheetz’s subs and Wawa’s coffee—began with a store manager with a good idea. The takeaway: Empower all of your employees to have what Ryan Sheetz called a “pioneering mindset,” and one of them just might come up with your next huge product.
Owning convenience
“Our challenge is to not be out-convenienced,” said Sherlock of competitive challenges. Technology and the overall experience via store design are two elements in which establishments of all segments are getting in on the convenience game, so make sure you’re harnessing those elements too.
Millennial love
For all the general groaning society does over millennials, Ryan Sheetz sees it differently. “I love millennials,” he said, pointing out that they don’t have the same hang-ups about c-stores that older generations do and are more willing to try new things. They also embrace technology, a crucial part of the Sheetz foodservice program.
The value of the franchise
Debating between bringing in a franchise QSR or building your own proprietary program? It can depend on the size of your company and what kind of history—if any—you have with foodservice, Sherlock said. A franchise QSR is a good option for smaller c-store chains with no internal foodservice structure, and it’s a great way to learn processes that you can implement into a proprietary program down the road.
Foodservice as a tool
Besides strong margins that help offset declining sales in legacy categories, what power does foodservice wield for your overall business? “Building long-term trust and customer engagement,” said Sherlock.
“It allows you to become a destination,” Ryan Sheetz said.
Health at the c-store
When asked where wellness fits into the c-store space, both retailers spoke of its inevitable importance.
“It’s become a growth focus for us,” said Sherlock, who pointed out you have to win with freshness first, then nutritionals. After that, you can start looking at elements like antibiotic-free meats and cage-free eggs.
“It’s an undeniable trend,” said Ryan Sheetz, who stressed his company’s high tolerance for risk and willingness to try new things.
The importance of food safety
“You’ve got to put your money where your mouth is,” Ryan Sheetz said about building a strong food safety program. The risk of something happening to one of his employees is what keeps him up and night, and a food-safety crisis certainly falls within that scenario for team members and guests alike. It’s why the food-safety experts at Sheetz will always have the final say on whether to close a store or pull an item.