In 1994, Wawa food market chain neared the end of its first century. And how it could continuous grow through the second hundred years? Through the type of convenient store and customer habit was changing, Wawa applies new strategy to fight with – enter gasoline retailing. What is more, without acquisition, the firm’s unique culture was central to its success. Also, product quality, customer service, employee commitment make Wawa be the “different” convenient store. But, the question now was “Which path to grow”?
Year: 1994
Goal: To keep company continuing to grow in the second hundred year despite the changing environment.
Result: Wawa decided to add gasoline retailing combined with its food convenient store. The CEO reviewed the QuikTrip’s business plan and the process details which are necessary to run an integrated gasoline and convenient store in order to more understand this type of integrated store. What is more, Wawa evolved customer needs and competitive pressures from new entrants and create a team to implement the program. In June 1996, Wawa opened its first integrated food and gasoline store in Middleboro, Delaware and it was kind of success.
Grade: B
Lesson Learned: (1). Always thinking how to move on for the next step. (2). Understanding the recent market trend (3). Not afraid of trying new strategy.
Shau-Pei Huang
Corporate Entrepreneurship Blog 