This past Monday, Nov. 30 was the last day of operation for Wawa on Great Mills Road. After eight years the store closed at midnight and was turned over to the new owners, Besche Oil Co. Wawa proceeded to remove equipment, signage, inventory, cash registers, and all branded materials. By about 10 a.m. on Tuesday morning the store was empty. Besche, along with the new independent operator who also runs the Hermanville Sunoco and Pegg Road Shell, worked feverishly to reset and restock the store, repaint, change the sign, staff, and ready the shop for operation. Just before 10 p.m Tuesday night the Great Mills Quick Shop, the store’s new name, served its first customer. That’s a pretty remarkable feat, especially in 12 hours.
I encourage you to stop in at the new Quick Shop. Meet the staff and the manager. See what’s possible. Congratulate them and wish them luck. Better yet, give them your business. It’s a great story of hard work and determination, of local entrepreneurship and gumption on both the new owner’s and operator’s parts. In a broader sense, it’s another example of a local small independent business jumping onto a landscape where it’s increasingly harder to compete. Cost is a major factor. But the biggest impediment is name recognition. No longer is there a familiar name out front with corporate colors draped around the gas pumps, on and in the building. As creatures of habit we look for these things and they factor into our purchase decisions. Without that familiarity we may hesitate to stop.
This is not much different than the challenge most small independents face. Brand identity is a very powerful marketing tool. Every business strives to establish its own brand identity. With time that translates into brand loyalty which translates into sales, profits, and the potential for growth.
Business is a 2-way street. Businesses must provide value to earn customer loyalty. Competition keeps businesses honest in providing value and service. But it all starts with customers. They hold the ultimate power, the ability to spend. Without a customer there is no business. So if you’re on or near Great Mills Road, stop in at the new Quick Shop. Give them a shot at earning your loyalty. Wherever you are in the County, also stop in and try some of the other business establishments that may not have brand identity.
The month of December I ask you to Buy Local, Buy St. Mary’s, and help our many county businesses. They are anxious to earn your loyalty and your business.
Enjoy December, Bob
Director, Department of Economic & Community Development