Sheetz offers convenience insights at NACS

Mike Troy
Editorial Director
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Sheetz President and CEO Joe Sheetz also serves as Chairman of NACS and is the third member of his family to do so.

Whether it’s value menus, new food and beverage offers at a quick-service or fast-casual restaurant, e-commerce or new technologies that enhance the customer experience, “we compete against everyone who sells convenience, and increasingly that seems like everyone,” said Joe Sheetz, President and Chief Executive Officer of Altoona, Pa.-based Sheetz Inc., and Chairman of NACS.

The high level of competition today is what drives convenience stores to excel at delivering an experience like no other in food, fuel and retail,” Sheetz said during a keynote address delivered at the NACS show in Las Vegas.

“Competition is always exciting,” said Sheetz, whose namesake chain operates 575 stores in six states. “Sure, we compete against each other, but we’re just as likely to help make each other better.”

The key to successfully competing in a crowded marketplace of food and retail formats is for retailers to focus on what they do best, essentially knowing why they exist, according to Sheetz. For example, in Sheetz case that means focusing on three key areas. The first is fulfilling the immediate needs of convenience-demanding customers.

“We need to know who our customers are and what types of food, drinks and experiences motivate them,” Sheetz said. Whether it’s blue- and white-collar workers frequenting stores during the morning daypart, or parents and millennials visiting c-stores for snacks, fuel and beverages, Sheetz develops specific messages and offers for each of these customers. Meeting the needs of today’s convenience customer, Sheetz said, ultimately requires a focus on the total customer experience.

“Because we all sell the same types of items, I believe that more than ever the customer experience is what can differentiate us from every other channel,” he said, noting that technology can play a valuable role. For example, the recently revamped Sheetz mobile app will soon allow customers to pay for food and merchandise in advance online.

“All of this change has happened through the lens of fulfilling the convenience needs of our customers. And the key is to do it in a way where we make it easy for them to do business with us,” he said.

The second key area of emphasis for Sheetz is making people’s lives easier. As the lines among food and retail channels continue to blur, convenience retailers are perhaps best suited to refocus their sites to make life easier for today’s time-starved customers—beginning with how their stores are designed.

“Running the same old stores isn’t going to cut it in the long run,” said Sheetz, explaining the company’s new store design strategy “that is as close to starting over as you can get.”

New store features like drive-thrus and a bench seating area for customers waiting for foodservice orders reflect how Sheetz wants to make life easier for its customers.

“We’re still experimenting with this new design and it's certainly far from perfect; however, early results are very promising.”

Sheetz third area of emphasis relates to being dedicated to Sheetz employees and the communities that Sheetz serves.

“We believe that we best serve our community when we are also serving our employees and their families,” said Sheetz.

The company offers a tuition reimbursement program and a new service that helps employees
complete their GED. In addition, Sheetz encourages its employees to give back to the community, whether through the company’s in-house charity, Sheetz For the Kidz, Special Olympics, or a charity of their choice.

“As an industry, we have a great story to tell about how we serve our communities as we serve our customers—everything from charitable giving to supporting local first responders as they work hard to take care of others,” said Sheetz. “Collectively we have done a better job of getting that message out, but great messaging is all about repetition. We need to keep telling that story about how the ‘C’ in c-store stands for more than convenience. The C also stands for community and caring for the people in it.”