Convenience Store News - July 2018 - 64

STORE SPOTLIGHT

Transforming Errands Into Engaging Experiences

Photos by John Magor Photography

Dash In debuts an all-new, large-format store that emphasizes
personal connection By Danielle Romano

Dash In spent three years
developing a reimagined
brand experience.

At a Glance
Dash In

Location: 12441 Hull Street
Road, Midlothian, Va.
Size: 5,600 square feet
Unique features: An
assortment of local
products prominently
displayed, elevated freshfood options, and a new
growler and crowler craft
beer program

AFTER THREE YEARS OF COLLABORATING with
its design and construction partners to
develop a reimagined brand experience,
Dash In unveiled the fruits of its labor with
an all-new, large-format "neighborhood
concept store" in Chesterfield County, Va.,
that prominently showcases local products
and the retailer's elevated fresh food and
beer/wine offering.

"[This store] achieves what we're trying
to do at Dash In. Other c-stores focus on
transactions associated with normal customer pit stops, but for us and our mantra,
we want to make time more rewarding for
people by emphasizing a sense of local and
personal connection that transforms the
necessary errands of today's busy lives into
engaging experiences," said Julian B. Wills,
president of La Plata, Md.-based Dash In, a
Wills Group company.
Having been in the Richmond, Va., market
for some time, Dash In is fairly new to the
Chesterfield County market, which made
it the right fit to introduce the reimagined
store model from a real estate perspective, Wills explained. Working with L2M
Architects, Dash In developed a design
that reflects its vision and ties it to the local
community. Situated on 2.4 acres of land,
the 5,600-square-foot convenience store
opened March 9 and is Dash In's largest
store to date.
"The beauty of this site was knowing we had
the real estate to be able to do this and go

64 Convenience Store News C S N E W S . c o m

to the larger store format. We think we've
created that convenient, one-stop shopping
with this location," Wills expressed.

Making It New & Fresh
Located in an area that has a healthy mix
of residential and commercial activity, the
prototype's interior branding uses sepia
tone imagery of Richmond landmarks,
allowing Dash In to capitalize on the
personal connection customers have to this
specific marketplace.
The store also features earthen materials like brick and elevated wood siding,
open ceilings and subway tile. Exterior
elements of the store are influenced by
Jeffersonian architecture.
An expansive kitchen serves as the centerpiece of the Chesterfield County location,
allowing customers to clearly locate it upon
walking into the store. The move to put
foodservice at the epicenter of the store
design was intentional.
"From a trust perspective, we wanted
customers to be able to see the food being
produced because we wanted to have that
transparency. It also illustrates the freshness of everything being made on-site, on
demand," Wills explained.
Its Chef's Craveable foodservice program -
which includes all-day breakfast, artisan
sandwiches, grab-and-go wraps and salads
that are prepared in-house daily - has


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Table of Contents for the Digital Edition of Convenience Store News - July 2018

Contents
Convenience Store News - July 2018 - Intro
Convenience Store News - July 2018 - Cover1
Convenience Store News - July 2018 - Cover2
Convenience Store News - July 2018 - 3
Convenience Store News - July 2018 - 4
Convenience Store News - July 2018 - 5
Convenience Store News - July 2018 - Contents
Convenience Store News - July 2018 - 7
Convenience Store News - July 2018 - 8
Convenience Store News - July 2018 - 9
Convenience Store News - July 2018 - 10
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Convenience Store News - July 2018 - 12
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Convenience Store News - July 2018 - Cover3
Convenience Store News - July 2018 - Cover4
Convenience Store News - July 2018 - U1
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