Mop the Floor.  Brew the Coffee. Clean the Counters.  Those were the tasks on my to-do list last week, and just a few of the many jobs our associates perform every day to create the level of quality and service Wawa customers have come to expect. 

Every year I get a first-hand reminder of just how hard our store associates work to create the Wawa experience as I work side by side with them as part of Flounder’s Day -- a tradition that began at Wawa decades ago and continues every year in the Spring and Fall.

During Flounder’s Day, Wawa’s senior management team spends several days working in stores across our region doing everything from pumping gas to making coffee. It really helps keep us in touch with the daily working of our stores and the needs of our store teams and customers.  

This year, I got to spend time working in the Folsom Pennsylvania store, one that is about to celebrate its 45th anniversary.  It’s the very first store we ever opened in our chain.  I was lucky enough to spend time working with Greta.  She’s a wonderful coffee hostess who always manages to remain one step ahead of the constant coffee brewing needs of our customers.  I did my best to keep up with Greta. That’s no easy task when it comes to brewing coffee or delighting customers. But I sure tried.  After all that’s what Flounder’s Day is all about. It’s about seeing Greta’s passion. And it’s about interacting with our loyal customers, and talking to them about their thoughts and needs.   Customers like Dan, who shops the Folsom store several times every day to see his friends and to get a fresh cup of coffee.

It’s people like Dan and Greta who make Wawa special, and it’s practices like Flounder’s Day that help us remain relevant and constantly evolve to meet the needs of our associates and our customers. 

Staying close to the stores and to the customers is a Wawa tradition.  And, this year, as we celebrate our 45th anniversary in the convenience retailing business, it’s a fitting time to reflect on traditions and customs that have shaped our culture.  Flounder’s Day has roots that go back to the1960s when our founder, Grahame Wood, started the tradition of visiting and working in stores and, later the process expanded to include store tours and follow-up meetings to address any issues that were identified during those tours. Some say the original name was “Founder’s Day” but was changed to reflect the level of skill exercised by management…. Or lack thereof.  

The practice became pivotal in our quest for continuous improvement, and more than anything, it helps us listen.  It’s a source for hearing hundreds of ideas that have come from our store teams and customers.  That tradition is one of the factors that made Wawa successful and keeps us convenient.

For those of us who work at Red Roof (our corporate office), our most important job is to simplify the lives of our store associates – so they, in turn, are able to simplify the lives of their customers.  Flounder’s Day helps us understand the impact our decisions have on customers and stores.  It’s a very humbling experience, as we realize how fast paced the store environment is and how unique our customers/associates relationship has become. 

We have always held the belief that “retail is detail.” Flounder’s Day keeps us grounded on the detail – the “blocking and tackling” needed to improve our level of convenience and provide you with highest level of convenience possible.  This was our pledge 45 years ago and this is our pledge today.

‘Til next time…

As a leader in convenience, we are constantly looking to the future – looking for new ways to simplify our customers’ lives and stay ahead of their evolving needs. And while we maintain that focus on keeping things fresh and vibrant, we believe it's just as important to commemorate our past.

That’s exactly what we did earlier this month, when we celebrated the 25th anniversary of our Wawa in Somers Point, New Jersey. The fabulous in-store celebration was our thank you to customers and associates for their loyalty over the last quarter century.  The event was a huge party featuring a gigantic coffee cup cake, music by special guests Wally and the Honkers, and of course dancing, free coffee, and lots of hugs and love.

The Somers Point anniversary celebration is part of the 2009 Year of the Wawaversary, where in honor of our 45th year in the convenience retailing business, we are celebrating milestone anniversaries of 25 years and more at over 45 stores throughout our chain.

As we celebrated our Somers Point Wawaversary, I couldn’t help but marvel at how far we have come.  Twenty five years ago, we had 294 stores, our sandwich business was kicking into high gear, and we introduced hot foods to the menu.  Today we have over 560 stores, sell more than 56 million built-to-order hoagies each year, and have more than 16,000 Associates who make up the special Wawa family. More than anything though, I know that all of us at Wawa are most proud of the unique relationships our associates have forged with our customers and our communities.  

So it is only fitting that at each of our Wawaversary celebrations we recognize and celebrate milestone customers who have been frequenting the stores since the day they first opened their doors. 

We were honored to recognize, Elaine, Art, and Mark at our Somers Point anniversary celebration. They’ve made this store a part of their lives and their extended families throughout the past 25 years. 

According to Elaine, "There is no other cup of coffee, besides a Wawa cup of coffee… I love the people, and I just love coming in here to shop everyday." 

Art shares Elaine’s enthusiasm saying, "I'm in here five times a day!  This place is like home to me.” 

Mark, who is part of the Somers Point Emergency Management Team, agrees.  “Wawa has done so much for us.  Just last week we were out on a house fire call for six hours. Wawa got wind of it and sent over 25 pots of coffee to fill up our canteens.  You'd be surprised how far a hot cup of coffee can go on a long, cold night; they truly are the best."

To Elaine, Art, Mark, and all our other incredible customers, here’s to another 25 years and beyond!  We will continue to celebrate the strong traditions of our past, the incredible customers and associates of our present, and the strong direction of our future. 

So Happy Wawaversary Somers Point Store. You’re truly one to grow on, and with.

‘Til next time…

CEO’s often look for inspiration outside their industry and business.  And as the head goose of a growing flock, I am always looking for new and better ways to fly.  After traveling the world throughout my four decades in business, there is one brand that I believe stands apart as a model in customer service and convenience--Southwest Airlines.  In my opinion it’s the only way to fly. 

On most of my flights, you can find me catching up on my reading – including Southwest’s Spirit magazine.  Imagine my surprise when they asked to interview me for a piece in the magazine about, of all things, my thoughts on Wawa's brand. It’s running in the current issue on flights now.  (A special thanks to the editors of Spirit Magazine for graciously allowing us to post the article.)  Most of the interview centers on my favorite subject-- culture.  To me there is nothing more important than the foundation of that culture -- our people and our values.  Just like at Southwest, our people and our values are the wind beneath our wings.  They keep us flying higher and faster than the rest.

The interview got me thinking about the many reasons I go out of my way to fly Southwest, and why I truly admire their brand. 

First, the people are terrific.  They exceed expectations, and you can see how much they enjoy their jobs.  They always rise to the occasion and take pride in what they call “breaking the rules,” -- going above and beyond to make their customers happy.

Second, their brand is clear, concise and relevant.  Their fare for flying is “fair”.  No surcharges, no additional fees for beverages, luggage, aisle seating… just one price!  They keep it simple!

Third, I love their sense of humor.  If the plane arrives early they will state “remember, if we are late on your next flight, we got you here early today!”  They entertain on flights and make routine announcements “fun and informative.”

Fourth, they are efficient!  They turn the plane around at the airport gate like clockwork. 

Fifth, they continue to simplify lives.  Recently they simplified the boarding process by giving passengers a number within A, B or C to ensure speed and service.

Finally, they too have a special culture.  They are passionate about their brand and their people.  It’s a passion that’s contagious.  In fact, a group of Wawa associates went to down to Southwest’s Headquarters to learn best practices in culture. 

Being a leader in convenience means drawing best practices from the best companies in the world.  Wawa can learn a lot from Southwest.  In fact, some of our newest people programs and departments were built on their model.  One is Internal Care – a specific department we created to deal with life events our associates experience. Another is our Associates in Need Fund, which invites our Associates to make contributions through payroll deductions to assist other Associates during times of crisis. 

Southwest has spirit!  They understand who they are and who they are not.  They are fun, efficient and have a wonderful sense of humor.  At Wawa, we strive to instill these same concepts of simplicity, fun, and teamwork into everything we do to simplify your lives.  Like geese that rely on one another for air support while flying, Wawa Associates pride themselves on flying in formation, working as a team, and on honking from behind to encourage those up front to keep going.  For us, this is the only way to fly.

Til next time…