Dive Brief:
- East Coast convenience retailer Wills Group expects to remodel 26 of its Dash In c-stores by the end of 2025, according to a Wednesday announcement.
- The project is being led by c-store marketing and design firm GSP Retail, which has already remodeled two Dash In stores near the Wills Group’s headquarters in La Plata, Maryland. The other 24 remodels will occur at Dash In stores across Maryland, Virginia and Delaware, a GSP spokesperson said in a statement to C-Store Dive.
- Dash In is one of several convenience retailers remodeling their stores this year as the industry continues to prioritize unique, modernized layouts and formats to attract more customers.
Dive Insight:
Most of today’s c-store remodels have entailed building bigger stores to beef up companies’ food programs and better compete with QSRs. However, the Wills Group appears to be taking a different approach to Dash In’s remodels, focusing more on branding and decor to create “a more intuitive and enjoyable shopping environment,” according to the announcement.
Although the project includes remodels of less than half of Dash In’s roughly 55 c-stores, the Wills Group also wants to create the same brand experience across all of its stores, according to the announcement. But not every remodel will be the same, as factors such as store traffic, category assortment and each location's foodservice capabilities will determine the scope of work.
All stores will remain open during their remodels, according to the announcement.
“We want our Dash In customers to enjoy an enhanced shopping experience that supports the investment in our menu offerings,” said Ryan Wilkins, brand and content manager for the Wills Group. “The consistent and detailed brand application across our stores supports our mission to transform everyday errands into something more delicious, delightful and rewarding.”
GSP is using 3D scans of each store to learn the assets, strengths and challenges of each location, which will then help the company determine each remodel. This remote scanning process requires fewer store trips compared to a traditional design update, which speeds up the process, according to the announcement.