Wawa's new boss pledges a bread oven in every store: Update
CEO Chris Gheysens is even making room to sit down, in some stores
Wawa's new boss pledges a bread oven in every store: Update
Joseph N. DiStefano
UPDATE: After readers asked about changes to Wawa's cold-cuts prep, spokeswoman Lori Bruce says: "We have been phasing out slicers for a few years now; we currently have them in about 100 stores." Most stores now use pre-sliced meats and cheeses "received fresh... on a daily basis" through Wawa's South Jersey-based supplpy chain (there's a different chain for Florida stores) from Berks, Giordano's, and other cold-cut houses; Dietz and Watson has not been a supplier. EARLIER:
So he doesn't get downtown much, Gheysens admitted to the Irish American Business Chamber & Network (corrected) at its Pyramid Club luncheon today. "You know how it is. I've got four kids. So not a dollar on me" when he had to feed a meter this morning, he said. "So I stopped at the ATM. There was a three-dollar surcharge. What's Wawa's surcharge?" Wawa friends in the crowd yelled back, "Zero!" and applauded. "Right. So I went in Starbucks. They charged me $2.25 for a cup of coffee. What's Wawa's coffee price?" The shout came back: "A dollar." "And Wawa's coffee is better." Pause. "This is not an advertisement by any sense." That got the laugh line too.
He was story-telling: Center City has converted to card-operated parking meters. No matter; the crowd went right along as he sketched a "Blue Ocean" business strategy -- "Couple gas, with food service, in good locations, with great customer service... No one else is doing that" in Wawa's markets.
Wawa, Gheysens says, now wants to be seen, not as fast food, but as "Fast Casual," in a league with fresh-food but no-waitress-to-tip Five Guys, Chipotle, or Panera, only without all the seating. Except in Florida, and at some new stores, which are adding chairs outside, and seem more like the Sheetz I visited in Carlisle the other day, than the classic move-you-along Wawa way.
"In Florida, we're using the same feel, but a different store model," with glass walls, "and seating outside," Gheysens affirmed. "Go around Philadelphia, you don't see those stores." A majority of Wawas now sell gas, but he's still planning to upgrade smaller no-gas outlets, especially in Center City, and the popular but worn outpost at Penn: "That needs to be a landmark." Gheysens also said Wawa has made a decision on its store-baked bread experiment in partnership with Amoroso's, Wawa's bread supplier: "Fresh baked rolls. By the end of the year you will have an oven in every Wawa." Which means more bread baked on site (and maybe less from Amoroso's South Jersey industrial bakery).
There'll also be employees in "mock chef coats." "Less clutter. Brighter colors. More consistent," Gheysens says, "with what you find in a Panera or a Starbucks."
Stay away from the new BBQ/cheddar sandwich, it's total garbage!
— TomM- This comment has been deleted.— jbandit2116
- Barbara Dale Cuddy IT "pro" of Orlando, FL
NOT Fredricksburg, VA...brilliant as it may be.
This is taxing....I'm going to go get a hoagie.— Cuddles - What about Vegan options? I go in there and I can't put soy or almond milk in my coffee so I don't get it. Nor can I get any certified vegan products.— SRiley322
- If you're vegan you're part of a group representing about 1% of the population. WAWA or any other business could care less about your preferences as it would cost them money to try and cater to your self important, attention seeking whims. Also, there is no such thing as soy/almond milk. It is soy/almond juice. — jgalt52
- the amazing thing is that down here in maryland, even with the bread shipped in and the meats less than top of the line, they still make the best hoagie in the state. it's not even a close competition. oh, and it's "sheetz" not "scheetz," and yes, they are a real competitor to wawa. their set up is very similar to wawa in central PA, and i even admit that their hoagies might be better than wawa's -- blasphemy, i know.— tockeyhockey
- Sounds more like an advertisement than news.
— Bobby257 - Having shopped at a beta store for baked fresh rolls I can honestly say they suck! I usually buy a hoagie DRY no oil or Mayo. By the time I get to the stadium and open it the bottom of the roll is all soggy and falling apart. Somethings wrong with the dough, in both ways!— surfbear
- This is music to the ears of the unemployed Hostess bakers, a new prospect for employment!— Taxpaying Voter
- Both Sheetz and Wawa a terrific easy access stores. No need to argue which is better. Just imagine if all we had were 7-Elevens and the "trucker" microwave sandwiches...
Oh and by the way, please, any adult who still uses the term "yummy" STOP!— LGbalsac - wawa coffee is not always one dollar...tell the whole truth please...— Shemp Howard
- I heart Wawa especially the diet lemonade ice tea!!!— MrBigDizzle
- The Wizza is the best!
- wawa rocks
— BP2
