Contents


Sustainability at Sheetz Seven Springs 2011


Happy 10th Anniversary Passion For Food


Holiday Card Contest Winners


Driving Awards Movin’ on Up Employee News


1 2 6 8


9 8 10 11


president’s note Sheetz is All In!


perception that you can get restaurant- quality food at Sheetz. At the end of the 2011 calendar year, we had nine stores open with drive thru, and there are 20 sites on the construction schedule that could potentially get a drive thru. Speaking of construction, our initia-


When we finished our 2010 Fiscal year, I reported that we broke every record in the history books. I challenged you to dem- onstrate a passion for food, a passion for customers and a passion for our people. The goal was for us to remain “Red Hot” throughout 2011, and you clearly did an outstanding job of that! Together, we reached new heights in 2011! Our total sales exceeded $5.7 billion! Much of this success


Family Matters


is a publication for Sheetz employees, family and friends.


Send your letters, articles and photos to:


Family Matters Sheetz, Inc. Attn: Brand Development 5700 6th Ave. Altoona, PA 16602


p: 1.800.280.4357 f: 814.941.5125 e: familymatters@sheetz.com Editor/Writer: Andrea P. Rogers Designer: Vela, Inc. Writer: Jen Morchesky


was a result of our food business, where we’re seeing record numbers. I hope by now you’re starting to understand just how serious we are about creating a food- centric organization. We know food is our future at Sheetz, and we are dedicated to growing in that area. Foodservice sales are up 10.2 percent from last year! We also expe- rienced our best sales day in company history on July 1, and our best sales week July 1-7. In an effort to increase sales during


tive to refresh our white block stores continues. We plan to refresh 30 white block stores every year over the next five years. We’re creating a place our customers will love! When they love us, they’ll be loyal


“Tey LOVE us because at


the end of the day, they know we are tirelessly devoted to them in every- thing we do.”


to us. So far with our MySheetz Card loyalty program, we have believers— more than 2.5 million of them! Of those who are signed up with a card, 910,000 have shared their email address with us, which is huge, because now we can send them custom rewards to keep them coming back. Our digital and social


media initiatives will also help drive customer counts. In the upcoming year we will look at customer-focused


digital communications to reach millenials (young


the dinner daypart, we rolled out Sheetza Pizza and Shwingz company wide. We also worked on our Sheetz Bros. Creamery ice cream test, ongoing product additions to our MTgo and Shweetz™ lines and the research and development of other exciting items that you’ll learn more about as the year progresses. One way we’re strengthening our food


focus is with the introduction of drive thru at more stores. Customers tell us the drive thru window equals “food establish- ment” in their minds. Adding a drive thru to new stores is a way to optimize the


adults age 16-34), the group with the most affinity for the Sheetz brand. We will embrace these areas and continue to maintain our presence on Facebook and Twitter to be part of their conversations, because if we want them to be our fans, we need to support our relationship with them. According to CSP Magazine, we know


how to excel in customer service. They ranked us #1 in customer service in their 2011 Mystery Shop! This is quite an improvement from the terrible scores we received during their 2005 shops. We’ve worked ever since on our speed and service initiative and other programs to improve how we serve our customers. And now look at us! We topped their shop with the best overall score in the country! That’s not the only recognition we


earned in 2011. Congratulations are in order for our CLI Transport and Distri- bution Center (DC) drivers for winning first place awards from the Pennsylvania Motor Truck Association for fleet safety. Our DC drivers were also ranked #1 for fleet safety across the entire U.S. by the American Trucking Association! Way to go, drivers! Sheetz received impressive scores


through the Best Places to Work program in 2011 as well. We ranked #11 in Penn- sylvania, #14 in Ohio, #9 in Virginia and #10 in North Carolina. Thanks to all of you, our list of


achievements is too long for this page! As we begin a new year, I ask that you continue to feel the love for Sheetz, and recognize how you impact the success of the company. Be passionate food ambas- sadors. Be devoted to our Mission and the Sheetz brand. I know this isn’t something that comes


easy. It takes the hard work of every store, district and department. This isn’t a game. This is the real deal. Customers depend on us 24/7. They want us so they can recharge with a meal or snack. They need us when the weather rolls in and everyone else closes their doors. They LOVE us because at the end of the day, they know we are tirelessly devoted to them in everything we do. I’d like to thank you for showing Total


Customer Focus throughout the year. The attentiveness and those great smiles you show to our customers is important because it sets Sheetz apart from the competition and creates an atmosphere that’s contagious. Our customers love us, and thanks to you, they want to visit us every day. I must say, in my opinion, we’ve been


dealt a damn good hand! So, as a team, we’re All In! And our competitors can read ‘em and weep!


Store Count


Pennsylvania --------------------------- Virginia ---------------------------------- Maryland -------------------------------- Ohio -------------------------------------- West Virginia ---------------------------- North Carolina ---------------------------


217 58 29 32 37 34


407


Welcome, Ashley Sheetz!


New on our team to help maintain a connection with our fans worldwide through Facebook, Twitter and other social media sites, is Social Media Coordinator Ashley Sheetz. Ashley interned at the corporate office for a few years while attending school and officially started in the Brand Development department this past year. She’s the daughter of late Joe M. Sheetz and the first female Sheetz family member to join the company as a full-time employee. We’re so glad she’s decided to join the family business!


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