Name: Wawa 如何在自己的遊戲中擊敗快餐公司 (How Wawa Is Beating Fast Food Companies At Their Own Game)
Uploaded: 2025-10-20T03:34:56.000Z
Duration: 9 min 31 s

It's 10am on a Monday and we're to Wawa, one of America's largest convenience store chains right outside of Philadelphia.

現在是星期一早上十點，我們要到 Wawa，這是美國最大的便利商店連鎖店之一，就在費城外面。

Inspired by Thanksgiving food has helped Wawa build a fiercely loyal fan base.

受感恩節食物啟發，這幫助 Wawa 建立起一群極度忠誠的粉絲群。

有些人稱之為狂熱追隨般的聲勢。

I love their products, their sandwiches, their coffee.

我愛他們的產品，他們的潛艇堡，他們的咖啡。

Any cult following starts with each customer, each visit, each transaction and turning it to something more than it should be.

任何狂熱追隨都始於每位顧客、每次光臨、每筆交易，並將其昇華為超越預期的存在。

我們有五分鐘的時間與顧客互動。

Make it the best five minutes of their day.

讓這成為他們一天中最美好的五分鐘。

Revenue has more than doubled and its workforce has grown by nearly 90% over the past decade.

過去十年來，營收翻倍以上，員工人數也成長了近 90%。

Convenience store chains are perfecting food and fast food chains are expanding options and offering value deals and more customization.

便利商店連鎖店正在完善餐飲，而速食連鎖店則在擴充品項、提供超值優惠和更多客製化選項。

You're going to see a continued expansion of high quality food service in the convenience industry.

您將看到便利商店產業的高品質餐飲服務持續擴張。

And if anything, the quick service restaurants better watch out because if you can get better food faster at a gas station, that kind of changes everything.

而且，速食餐廳最好提高警覺，因為如果您能在加油站以更快的速度買到更好的食物，那將會改變一切。

But with an estimated $18.8 billion in annual revenue and nearly 1200 stores, Wawa is holding its own against public players like 711 and Casey's.

但 Wawa 估計年營收達 188 億美元，門市近 1200 家，仍能與 711 和 Casey's 等上市公司抗衡。

Just two miles away at Wawa's headquarters, the Innovation center is testing new hoagies or subs, sauces, coffees and smoothies.

在距離這裡僅兩英里的 Wawa 總部，創新中心正在測試新的 hoagies 或 subs、醬料、咖啡和冰沙。

Can we send back out several concepts to our Wingmates panel?

我們可以將幾個概念送回我們的 Wingmates 小組嗎？

Aside from the dozens of fresh food and beverage options available to customers in store, Wawa offers 15 limited time items every year.

除了店內提供給顧客的數十種新鮮餐飲選擇外，Wawa 每年還提供 15 項限時產品。

The Gobbler around Thanksgiving is its most popular.

感恩節期間的火雞套餐是其中最受歡迎的。

There are already nine variations at its stores.

它的門市裡已經有九種不同的口味了。

Dunkin or Pizza Hut was part of our offer here.

Dunkin 或 Pizza Hut 曾是我們這裡的選項之一。

And customers said to us, we trust you, we trust your food, we trust the brand you are.

顧客跟我們說，我們信任你，信任你的食物，信任你這個品牌。

And so now every product we sell here, that's food or fresh beverages or Wawa branded, I think it offers a nice tart flavor.

所以現在我們在這裡賣的每一項產品，無論是食物、新鮮飲品，或是 Wawa 自有品牌，我都覺得它提供了很棒的風味。

Customers who shop at both Wawa and quick service chains, Burger King, Wendy's or Starbucks have been shopping more Frequently with Wawa than with the others since 2023.

自 2023 年以來，同時在 Wawa 和速食連鎖店如 Burger King、Wendy's 或 Starbucks 購物的顧客，與 Wawa 的購物頻率比其他店家來得高。

Morning meal Traffic increased by 5% at Food Forward convenience stores like Wawa, while QSRs only increased by 1% in August 2025.

像 Wawa 這樣的便利商店在早餐時段的來客數增加了 5%，而速食店在 2025 年 8 月僅增加了 1%。

The big thing Wawa figured out is if you look at all of the negatives that were historically associated with the gas station industry, bathrooms, maybe the last resort, food.

Wawa 領悟到的一大重點是，如果你看看過去與加油站產業相關的所有負面印象，像是廁所、最後的選擇、食物。

Wawa flipped all of that and decided to turn those into positives.

Wawa 扭轉了這一切，並決定將這些缺點轉化為優點。

Wawa's customer base is also increasing, while at competitors seven eleven, Circle K and Sheets, it's shrinking.

Wawa 的顧客群也在增加，而競爭對手 7-Eleven、Circle K 和 Sheets 的顧客群卻在縮小。

People create this warm environment that I think is somehow the secret sauce of what creates.

大家營造出溫馨的氛圍，我認為這就是創造的祕密武器。

If there is a cult like following up next person.

如果接下來有人有狂熱追隨般的聲勢。

When you're an owner, you're just vested a little bit more.

當你是股東時，你會更投入一些。

Our most loyal customers, they're here three, four, five, ten times a week.

我們最忠誠的顧客，他們一週來這裡三、四、五、十次。

You get to know them by name, you get to know their family, you get to know what's happening.

你會認識他們的名字，認識他們的家人，知道他們的生活。

And that connection, it's not really an expected thing in training.

而這種連結，並不是訓練中預期會發生的事。

Wawa began as an iron foundry in New Jersey in 1803 before shifting to a dairy business in Pennsylvania.

Wawa 最初於 1803 年在紐澤西州是一家鑄鐵廠，後來轉型為賓州的乳製品業務。

Nearly a century later, as home delivery declined, the company pivoted again, opening the first Wawa food market in the 1960s.

將近一個世紀後，隨著家庭配送業務的下滑，公司再次轉型，於 1960 年代開設了第一家 Wawa 食品市場。

When you think of convenience stores of the 154,000 about in the United States, many were born out of major oil companies.

當你想到美國約 154,000 家便利商店時，很多都是由大型石油公司創立的。

Some were born out of the dairy heritage.

It just gave us, I think, a little bit of a leg up on food to begin with.

我認為，這讓我們一開始在食品方面就佔了點優勢。

In the following decades, Wawa grew slowly in its home markets of Philadelphia and South Jersey and built a significant presence across three other East coast states plus Washington D.C.

在接下來的幾十年裡，Wawa 在其發源地費城和南澤西緩慢發展，並在其他三個東海岸州以及華盛頓特區建立了重要的據點。

it doubled down on convenience, becoming a 247 operation in the 70s.

在 70 年代，它加倍投入便利性，成為 24 小時全年無休的營運模式。

At a time when most retailers closed early and offering surcharge free ATMs, free air for tires and finally fuel in the 90s.

當時大多數零售商都提早打烊，並提供免手續費 ATM、免費輪胎充氣，最後在 90 年代還提供汽油。

它於 2012 年在佛羅裡達州首次亮相。

As of 2024, the state holds more Wawas than any other.

截至 2024 年，該州擁有的 Wawa 分店比其他任何州都多。

Wawa 已成為佛羅裡達州的代名詞。

Heading out to the Midwest, we had a lot of research.

前往中西部時，我們做了很多研究。

We knew the customers, we'd done all the homework and the lines around those stores.

我們瞭解顧客，我們做了所有功課，還有那些店門口排隊的人潮。

And those stores have performed on almost as well as core market stores coming out of the gate.

而且這些店面的表現，幾乎跟核心市場的店面剛開幕時一樣好。

But the Convenience store business is getting more competitive as the industry has consolidated since 2022, Wawa has been focused on an aggressive expansion plan without mergers or acquisitions, growing from six to 12 states, and

不過，便利商店的生意越來越競爭，產業自 2022 年以來不斷整合，Wawa 一直專注於積極擴張計畫，沒有併購，從六個州擴展到十二個州，而且

its annual revenue rose by $4 billion in that time frame.

這段期間年營收成長了 40 億美元。

Store count has grown more than 50% over the past decade.

過去十年，店面數量成長超過 50%。

目標是在 2030 年達到 1700 家店。

Doing that gives us the best chance of success.

這樣做能讓我們有最好的成功機會。

Long term, it's a little more challenging.

長期來看，挑戰會比較大一點。

Sure, M and A might open more doors and more growth for us, but

當然，併購可能會為我們打開更多門路和成長機會，但是

it's never been for us to be the biggest.

我們從來沒有想過要當最大的。

As opposed to other competitors like Casey's, which focuses on rural America, Wawa is in urban areas.

相較於像 Casey's 那樣專注於美國鄉村地區的競爭對手，Wawa 則是在都會區。

The company serves nearly 1 billion customers per year, with an annual customer traffic growth of 3% since 2015.

這家公司每年服務近 10 億名顧客，自 2015 年以來，年顧客流量成長了 3%。

Though Wawa has been methodical about where and when to expand, scaling is still risky.

雖然 Wawa 在擴張的時機和地點上都經過深思熟慮，但規模化仍有風險。

Quality and customer service must be maintained or the company risks damaging its reputation.

品質和顧客服務必須維持，否則公司將面臨聲譽受損的風險。

Anytime a company starts to expand far outside of its region in this industry, there there is going to be that challenge of how do I maintain the customer experience that I known for?

任何一家公司在這個產業開始大規模擴張到其區域之外時，都會面臨如何維持其知名顧客體驗的挑戰。

With Wawa's heavy emphasis on fresh food, maintaining a strong supply chain is imperative.

鑑於 Wawa 非常重視新鮮食物，維持強大的供應鏈至關重要。

Even so, the company must rely on third party suppliers to deliver product, which poses operational vulnerabilities.

即使如此，公司仍必須依賴第三方供應商來運送產品，這會帶來營運上的脆弱性。

Competitor Casey's, on the other hand, has full control over its supply chain as it owns and operates both distribution centers and a transportation fleet.

相反地，競爭對手 Casey's 則擁有其供應鏈的完全控制權，因為它同時擁有並營運著配送中心和運輸車隊。

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Wawa 如何在自己的遊戲中擊敗快餐公司 (How Wawa Is Beating Fast Food Companies At Their Own Game)

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