The – ‘Accidental’ Sheetz Brand

I had the good fortune to attend a Sheetz vendor meeting at which Joe Sheetz, the next CEO shared a bit of the history regarding the company’s valuable brand. He discussed how the brand was built ‘accidently’ rather than by a marketing plan. He explained how it as created without specific intent. As I listened, I heard of the 50+ year history and its focus on providing customers what they wanted. The growth over the first few decades was relatively modest compared to their current rate of adding several new stores every month.

Mr. Sheetz described how the company focused on the staff, the community and its customers. He described the programs that takes care of each of each of these groups. As a customer myself, I recognize the results in the incredibly reliable experience of a clean place, great food and very friendly staff. The meeting itself was a perfect example of the community support as the vendor meeting raised $75,000 for the Sheetz charities that give back to each area in which the stores are locate as well as provides scholarships to the families of employees.

Not surprisingly, the official brand itself was formally created by going back to the customers. Once they realized the value of the brand they determined that they needed to maintain the brand by having extensive interviews with thousands of customers to determine what the real brand meant to those that use the services.

As a huge fan of Sheetz and a lifetime entrepreneur, I am quite delighted provide our services to such an outstanding company and participate with the work they do. Building a brand as they did at Sheetz provides an impressive model. Any entrepreneur can take it as a model of extreme success. I think all of us would like to find ourselves with such an ‘accident’ in our company.

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Vinodh and Tom receive the Sheetz VIP Vendor 2013

Vinodh and Tom received the Sheetz VIP Vendor 2013 award at the distribution center in Altoona, Pa. Each year the IT team shares their goals for the next year and recognizes vendors who helped them in the current year. Steve Winegardner, Programming Services Manager at Sheetz stated that he appreciated the flexible work and willingness to participate in the Sheetz charity fundraiser. We are pleased to provide our Big Data services using Pentaho for dashboard and reports. The tools used include Pentaho CTools and PDI to provide the necessary business analytics.

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