Growing Leadership Culture in C-Stores: Jessica’s Approach

November 18, 2025

Building a strong leadership culture in C-stores doesn’t start with technology or new procedures. It starts with people. That’s what Jessica has learned in her 27 years in the convenience store industry. Today, she leads with a focus on growth, culture, and creating space for her team to succeed.

Her approach is simple but powerful: give employees a voice, create real development paths, and build a culture where ideas matter.

Listening Before Leading

One of the strongest parts of leadership culture in C-stores is the willingness to listen. For Jessica, feedback isn’t an annual exercise – it’s part of how the company operates.

Her team sends out surveys every time employees attend a conference, trade show, training, or company event. Before they go, they answer one key question: What do you want to gain from this? When they return, they share their biggest takeaways.

This simple cycle helps leadership understand what employees are hungry for and what’s happening in the industry that can support their growth.

“If everyone comes back with nothing, that tells us we need to rethink where we’re sending people.”

Preparing people before training and following up afterwards keeps learning intentional, not accidental. It also teaches team members how to bring back actionable ideas and present them – even if the answer is “not right now.”

Culture Through Action, Not Words

No leader can build a culture alone. Jessica believes buy-in comes from inviting employees to contribute ideas and respecting those ideas enough to act on them.

Her team publishes the results of employee surveys openly. They don’t just ask what’s wrong—they ask how to make things better. Then during strategic planning, leadership incorporates the feedback.

One example was their Family Fun Day. When attendance dropped, they asked employees why. The answer was simple: try something new. So they changed it.

That’s how culture becomes real. Not through posters or slogans, but through action.

“Core values can just be words unless you define actions to live them out.”

Growing Leaders from Within

Internal growth is one of Jessica’s strongest commitments. Positions are filled internally whenever possible, and even if someone isn’t ready yet, managers look at what training or certification could prepare them for the next step.

Employees are encouraged to express interest early, even before a job opens. Managers then build growth plans tailored to each person. Some plans take one or two years, but the path is clear, and that’s what keeps people engaged.

Jessica’s development process is structured:

Store managers develop cashiers into shift leads, trainers, or assistants
District supervisors develop store managers
Jessica tracks and supports development for supervisors and higher roles

Every month, the leadership team meets to review progress. If someone waits too long, the risk is simple: they may leave for another company.

Learn more about our Leadership & Management Consulting services designed to help store managers grow.

What Jessica Looks for in Future Leaders

Her expectations are straightforward. She watches how people handle their everyday work:

Are they friendly and good with customers?
Do they stay positive when days get hard?
Can they multitask and prioritize without losing focus?

If someone can treat a customer well, chances are they can treat team members well.

Advice for Anyone Who Wants to Lead

For employees dreaming of bigger roles, Jessica keeps it simple.

“Show up every day like you’re interviewing for the job you want.”

She also believes real leadership means putting others first. It’s about walking alongside people, helping them grow, and being comfortable letting them take the lead.

“When I say, ‘lead from behind,’ I mean giving space for others to grow. My role is to coach and encourage, not be the loudest voice in the room.”

This mindset is at the heart of a strong leadership culture in C-stores- humble leadership, consistent follow-up, and genuine belief in people’s potential.

Hear directly from Jessica on how Lassus develops strong C-store leaders – watch the video here.

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