As c-store retailers deal with inflation, economic uncertainty and an always-changing regulatory landscape, it is now more important than ever to hire and retain employees they can rely on. Doing so, however, is no small feat. It takes work to build a culture in which employees feel valued, supported and motivated. One c-store operator that can serve as a shining example is Dash In, owned by the Wills Group.
The La Plata, Md.-based chain currently operates 57 locations across Delaware, Maryland and Virginia. Dash In puts great emphasis on its culture, a sentiment that manifests in many different ways.
“Culture at Dash In has many facets — from the way we work as a team, learn and grow to how we exercise our benefits and engage with each other, our customers and our communities,” said Rayma Alexander, director of corporate communications and diversity, equity and inclusion (DEI) for the Wills Group. “Dash In has a people-focused culture, and we aim to pull that through in everything we do.”
Employee engagement is key for the culture at Dash In, with Alexander noting that listening and learning from team members is a top priority from the top to the bottom of the company. And the results are clear — Dash In has been recognized on the Great Place to Work Index Survey four years in a row, in addition to being ranked as the No. 9 company on Fortune’s Best Workplace in Retail 2024 for the small/medium business category.
Alexander believes this recognition comes as a direct result of the company’s “commitment to building a strong company culture through employee engagement.”
“We also believe that informal feedback and inclusive touch points, including employee focus groups, quick pulse surveys, regular team meetings and huddles, give our Dash In team members opportunities to share their voices and ideas, which leads to greater productivity and innovation,” she said.
Signature Programs
Alexander pointed to three key programs that are aimed at employee retention and engagement: Nourishing Children and Families, Reimagining Outdoor Spaces and Advancing Waterways and Watersheds.
Employees are invited to participate in community leadership teams that manage and oversee these community engagement programs, she said, to foster a collaborative workplace where employees take the lead on programs that are important to them.
The company also sponsors corporate volunteer events throughout the year and offers paid time off for employees serving the community.
“Diversity, equity and inclusion is important to us at Dash In. It’s meaningful for our employees to reflect our customer base and communities across the Mid-Atlantic region,” Alexander said. “The diversity of our teams gives us organic affinity and enables us to relate to our communities and guests.
To support its DEI mission, Dash In formed several Employee Resource Groups (ERG), which help team members lead activities and programs that support business growth. The three ERGs focus on supporting women, understanding and supporting families, and raising awareness of opportunities to work with and support veterans.
Developing From Within
Alexander emphasized that career and professional development is another point of emphasis for the company.
“We embrace the ‘lattice’ approach in addition to the ‘ladder’ approach to provide even more professional growth opportunities throughout our company,” she said. “We have had much success exploring and developing new career paths across business units and functions — store managers moving to corporate roles, corporate employees moving to franchise operations, interns taking on full-time roles, etc.”
Dash In specifically focuses on promoting employees from first-level supervisors and assistant managers to store manager roles. To further develop its employees’ skills, the company offers a General Education Development program, a talent referral program and an internship program.
“These programs have become staples in our benefits offerings due to the success we’ve had with them,” continued Alexander. “We believe that our team members are our best ambassadors for these programs, and we encourage them to take advantage of them.”
Additionally, the retailer recently finished recruiting for its 2025 Rising Talent Internship Program, a 10-week, paid internship that creates opportunities for college students and recent graduates to work on real-world projects alongside full-time Dash In employees.
“Our Dash In interns participate in workshops on professional skills, meet over lunch with our president and CEO Blackie Wills, engage in one-on-one mentorship, and participate in community engagement opportunities. … Our teams love engaging with the interns. It’s a win-win for everyone,” said Alexander.
Dash In also offers a value-priced medical plan designed solely for store associates, profit-sharing perks and starting pay rates above local market averages.
“We are pleased with the investments we have made in our people,” continued Alexander. “Our goal is to be best in class, and we are well on our way thanks to the creativity, commitment and dedication of our teams.”
