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…

Being the lead goose of a brand that is so beloved is sometimes bittersweet.  It’s always extremely gratifying to know how people feel about Wawa; however, sometimes this connection and passion our customers feel leads to moments that are difficult.

We’re having one of those moments now in Delaware County, where after 28 great years of service to our community, we will close our store in Wallingford, Pennsylvania.  As you know, Wawa is always striving to create the next level of convenience for our customers.  Beyond conventional convenience, however, we believe that the emotional connection we are able to create with individuals and with our communities is what makes Wawa so special.  That’s why change is so hard, even if ultimately it makes our customers’ lives better.

Over the years we’ve had to close many of our stores that can no longer deliver the experience our customers have come to expect. We have a keen awareness that what separates successful retailers from those who haven't succeeded is the ability to change and make difficult decisions no matter how painful and emotional they may be.

Throughout our 200 year history - from selling cannonballs to fire hydrants to diapers to dairy to convenience to convenience with gas - we've learned that to build the business you have to change.  It's truer today than ever before.  In fact, we are one of the few remaining retailers still headquartered in this market today.  Retailers who don’t change with the times run the risk of going out of business.  Once great hometown retailers like Wanamakers, Strawbridges or Gimbles to name a few, are no longer a part of the retail landscape.  Change is necessary no matter how hard, in order to live out our promise to meet our customers’ evolving needs and simplify our customers' daily lives by remaining relevant through both our offer and brand standards. Over the past couple of years, we've closed the vast majority of stores that don't meet those standards.  Having said that, there may be a few more, like the one the Wallingford, PA that we will close later this month.

Whenever possible, we try to renovate, expand or relocate our older stores to bring them up to date to support our current experience, but sometimes this just isn’t possible and we are forced to close these stores.  This is never an easy decision.  It’s a decision that tugs at our heart strings because we know that all of the communities we serve become part of our extended family.

But there is good news for the Wallingford Community.  We have several stores located throughout Delaware County, including one less than a mile away, that look forward to serving our Wallingford residents and to welcoming them as new friends and family.  We want to say thank you to the Wallingford community from the bottom of our hearts for their loyalty and business for the past 28 years.  We look forward to serving our Wallingford customers at these nearby locations for the next 28 years and beyond.

‘Til next time…