With a prototype store and new customer service programs, High’s of Baltimore is climbing the c-store ladder in the Maryland market.

By David Bennett, Senior Editor

In 1928, the High’s brand was born—the ice-cream store chain grew rapidly throughout the Mid-Atlantic. At one time, there were more than 500 locations, making High’s one of the largest ice cream store chains in the world.

Over the decades, owners thinned out the ice cream empire, selling many of the parlors. Eventually, the company transitioned to a convenience operation, under the banner High’s Dairy Stores. In 2012, Carroll Independent Fuel Company acquired High’s and began to build off of the proud heritage the company still enjoys.

Currently, High’s operates 48 convenience stores throughout Maryland. In addition, the Carroll Branded Fuel division operates and services approximately 250 locations under the Carroll Motor Fuel banner and a variety of other fuel brands.

The chain’s newest c-store opened this past May in the city of Millersville. The property had been a former dealer site High’s had provided fuel to. Working with the owners to obtain and redevelop the property, it’s now home to a new 4,800-square-foot store—open 24 hours—that is the prototype design for High’s, going forward.

“This was a site where Carroll Fuel serviced a dealer for many years. As the dealer exited operating the business, we were able to work with the owners on this location to design and build a ground-up new store,“ said Brad Chivington, senior vice president of High’s.

FOOD ADDITIVES
With the Millersville location, High’s is embarking on the development and expansion of its proprietary foodservice across the entire network of High’s locations. High’s has also added a team of industry veterans with a great deal of knowledge to spearhead the effort.

The new store features an expanded hot dispensed beverage offering, a greater fountain and frozen drink offering, fresh fried chicken under the High’s Fryer banner and hand-dipped ice cream, sundaes and milkshakes. High’s is also developing a proprietary personal-size pizza program with made-to-order options that will deliver a high quality, fresh pie to customers in minutes.

“In addition, we have signature breakfast sandwiches made on site, as well as chicken sandwiches and hamburgers,” Chivington said. “We recently have placed a fresh-made proprietary cold sandwich, salad and sides program for our grab-and-go fresh case as well.”

So far, the response to the program initiatives has been encouraging. Chivington explained each introduction was spurred by its customers in the first place.

“We are always open to customer feedback and take all of the comments received very seriously,” he said. “We had a demand for an improved foodservice program and we have answered it with our High’s Fryer Program, and a phenomenal hand-dipped ice cream program. We will continue to listen to our customers and answer with new and fresh offerings in our store.”

ICE CREAM ORIGINS
Just as High’s roots can be traced back to the production of quality ice cream, ice cream still produces a strong following among the c-store’s customer base.

“Not only do we sell our High’s Heritage Premium ice cream in 32 ounces and pint packages, but it’s also what is served in our hand-dipped ice cream locations as well,” said Chivington. The legacy and heritage of our product goes all the way back to 1928. We will be commemorating our 90th anniversary this summer with a celebration for our customers and our associates.”

Made locally, High’s Heritage-brand ice cream is a calling card for many store patrons.

“The essence of our product is to provide quality fresh ingredients and deliver a rich creamery ice cream that will bring smiles to those who remember from their childhood in days gone by as well as to a new generation of customers,” said Chivington. “The ice cream and dairy are key to our identity today as well as for the future to let our customers know we will provide quality, fresh products to meet their needs.”

The transformation of the chain’s operations has even extended to the company’s mascot, a cow now that remains nameless.

“We have been having much discussion over naming our mascot,” said Chivington. “I believe shortly we will be engaging our customers and associates in submitting recommendations for a name for her as she will be an integral part of representing the High’s brand and we want to create an identity and personality for her that reflects that.”

COMMUNITY INVOLVEMENT
Because of current Maryland laws, High’s can’t sell beer. However, that hasn’t precluded the retailer from engaging the craft beer community.

“We do participate in a variety of community events and festivals in the areas around our stores as part of our business and social responsibility,” Chivington said. “We participated in a craft beer festival at the start of the summer to promote our recently remodeled store in St. Michaels and to reintroduce ourselves into the community.

Perhaps the company made a bigger impression late last year when it donated $20,000 to the Red Cross to aid in hurricane relief efforts for those who were impacted by Harvey, Irma and Maria. High’s also supports the Maryland Food Bank through monetary gifts, food donations and volunteer labor.

CUSTOMER CENTRIC
High’s employs a loyalty program that recognizes customer’s purchases of various items in the stores, allowing them to build up cents off per gallon discounts they can redeem. The c-store also has a mobile app that provides information on our locations, amenities, directions and special offers. However, it’s looking to do a complete revision and relaunch of both its loyalty program and mobile app, Chivington said, will provide greater value for its customers and improve the way High’s engages them.

The Maryland retailer has also made changes to assist in developing further its employees’ customer service skills—with the help of a training support manager and the company’s vice president of operations.

“They include a new store (familiarization process) that provides better feedback to our store associates, allowing them to pinpoint issues directly in the store, a leadership and training program that is focused on customer service as well as participating in the BARS program (a self-regulating program for monitoring the sale of age-sensitive products),” Chivington said. “Great customer service is a top priority for us.”